What are credit union executives prioritizing in the next two years?
If you’re a credit union executive, you know the drill. The industry is always shifting, and the list of priorities can feel a mile long. You’ve got to manage risk, attract new members, keep the lights on, and somehow find time to plan for the future.
We know it’s a lot. That’s why we recently polled a bunch of credit union executives to see what’s really at the top of their minds for 2026. We gave them a long list of choices and watched what got the most attention.
What we found was pretty interesting. It tells us a lot about where the industry is heading.
Here are the top four strategic priorities for credit union executives heading into 2026.
Top Credit Union Priorities for 2026
1. Member Engagement
This was the top answer by a significant margin, and it’s no surprise. Credit unions are built on relationships.
Today’s, that means more than a friendly face at the teller line. It includes having a great digital experience, a user-friendly app, and a website that actually works.
We also found that many executives see technology like CRMs, sales software, and new account onboarding tools all as part of this bigger picture. The goal is to make every interaction, no matter where it happens, simple and valuable.
This focus shows that credit unions are ready to compete not just on rates, but on a top-notch member experience.
Fintechs to watch: Valiify, Glide, Cache, Swaystack
2. AI for Professional Use
AI is no longer just a buzzword for the IT department. Executives and managers are planning to use it in their own jobs.
Think of it as a super-powered assistant. People are using AI tools to write better emails, analyze reports faster, and automate tedious tasks. The idea isn’t to replace humans, but to free up valuable time.
This trend suggests that credit unions are embracing a more efficient, future-forward way of working. It’s an admission that sometimes, the best way to get things done is to let the robots handle the grunt work, so we can focus on the big-picture stuff.
Tools to watch (CU focus): Senso, ScreenSteps
Tools to watch (general): Gemini (Google), ChatGPT (OpenAI), Claude (Anthropic), Fyxer AI
3. Deposits and Liquidity
This one is a familiar face, but it’s still getting a lot of attention. With rising rates and economic uncertainty, leaders are keeping an eye on their balance sheets.
A steady flow of deposits is crucial for a credit union’s ability to lend and stay stable. This priority is all about a strong, reliable foundation so you can serve your members without worry.
Credit unions are looking for creative strategies to attract deposits and manage cash flow. And it all starts here.
Fintechs to watch: Avibra, Delfi
4. Data Analytics
It’s one thing to have a lot of data; it’s another to actually use it. It’s time to get serious about turning raw data into actionable insights.
Poll respondents want to know things like which members are most likely to take out a loan, which services are under-used, and how to spot fraud faster. The goal is to make smarter decisions about everything from marketing to staffing.
This priority shows a clear move away from guesswork and toward data-driven strategy. It’s about leveraging the information you already have to gain a real competitive edge.
Fintechs to watch: dotData, Overwatch Data, Anne Legg’s THRIVE Strategic Services
How to Keep Your Priorities Straight
While these four were the clear winners, we also saw a good amount of interest in other areas, like fintech partnerships and member services. These all tie back to the same central theme: credit unions are shifting from just offering products to providing real value and seamless experiences.
More than just a list of priorities, this is a snapshot of the industry’s mindset. It tells us that credit unions are ready to be proactive and agile. It shows a mind toward growth, backed by closer attention to member needs and financial health.
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