The finding: Digital banking services provider Apiture’s study found that 30% of Gen Zers and 21% of millennials aren’t aware of credit unions as an option to meet their banking needs.

• That’s according to a survey of 2,004 US consumers The Harris Poll conducted in February 2024.

The significance of this finding: Credit unions know their aging customer base poses a very real existential threat. Their average customer is 14.1 years older than the average US consumer, per the World Council of Credit Unions.