Credit unions have long been recognized for their commitment to serving their members and communities. However, many Americans, particularly younger consumers and the unbanked, are not engaging with credit unions as much as they could. This presents a significant opportunity for credit unions to help these consumers build financially healthy lives and establish trust and long-term relationships. The challenge lies in reaching these consumers effectively and making their financial services more accessible.

In the United States, at least six million people are unbanked and nearly 1.5 billion individuals worldwide fall into this category. These populations, often low-income, face significant barriers in accessing traditional financial services, leaving them reliant on costly alternatives. This struggle to secure affordable credit-building options makes it difficult to improve credit ratings, obtain essential loans, and achieve financial stability.