Why Americans Are Choosing Credit Unions: A People-First Approach to Financial Services

Credit unions are emerging as the modern answer to human-centered, community-driven financial services

SEATTLE, July 30, 2025 /PRNewswire/ -- GoWest Credit Union Association, a leading advocate for cooperative finance, is reminding consumers that where you bank matters, and credit unions offer a great choice for many Americans.

With rising concerns around fraud, inflation, and data privacy, more people are looking for financial institutions they can trust. Yet many still don't fully understand what a credit union is.

What is a credit union?

"The DNA difference of a credit union is their not-for-profit structure," says Troy Stang, President and CEO of GoWest. "Credit Unions don't prioritize Wall Street shareholders and how much money they can make off of a home loan, they prioritize Mainstreet America members' ability to live their life."

Unlike traditional banks, which are owned by shareholders and driven by profits, credit unions are owned by the people who use them. That means decisions are made in the best interest of members.

"Credit Unions have done things differently for generations," says Stang. "It looks like the financial co-op saying yes when others say no, offering fair loans to someone with no credit history, or a financial counselor helping someone rebuild after a rough patch. You just don't see that in traditional banking."

That's the credit union difference.

Gen Z and Millennials Are Taking Notice

Despite growing up with digital everything, younger generations are not turning away from relationship-based banking. In fact, Gen Z and Millennials are actively choosing credit unions for their values and authenticity.

A recent survey of 2,004 consumers by The Harris Poll found that while digital banking is at the core of banking preferences, 57% of Gen Z and 60% of millennials stated branches are imperative to their banking experience.

Banking With Purpose

Credit unions are investing in technology while staying rooted in people-first service. That means things like mobile apps and financial coaching, fraud protection and face-to-face support, and live support alongside an online chatbot.

Canopy Credit Union in Spokane, Washington, offers a Teller Connect platform that allows members to access personalized, high-quality support from virtual staff at drive-up or in-branch locations. With Teller Connect, members communicate with Canopy's virtual tellers through video chat. They can perform deposits, withdrawals, transfers, and more with the flexibility provided by technology and the warmth of human service. Whether members want to meet in person at a branch or visit their favorite virtual teller on the Teller Connect platform, Canopy provides the same personalized care at every touch point.

"It's about recognizing a need and taking action," said Charlotte Nemec, CEO of Canopy Credit Union. "As a small credit union, we show up for our members by embracing technology without losing the authentic connections that matter most."

How to Join

Anyone can become a credit union member, once they meet simple criteria. And once you join, you're more than a customer, you're a part-owner.

To find a credit union near you, visit the NCUA credit union locator.

About GoWest Credit Union Association

GoWest Credit Union Association is the trade association representing credit unions in Arizona, Colorado, Idaho, Oregon, Washington, and Wyoming. GoWest advocates on behalf of nearly 300-member credit unions, and their 17.4 million consumer members.

Contact:
Madlynn Schreibvogel, Vice President, Public Relations
303.513.3765
[email protected]

SOURCE GoWest Credit Union Association