A recent whitepaper by InvestiFi, based on research conducted by Censuswide among 6,004 U.S. credit union and retail bank users, explores why financial institutions must offer digital investing solutions. As consumers increasingly expect seamless, affordable, and transparent access to investments, many are turning to third-party platforms like Robinhood, Fidelity, and SoFi. This trend leads to lost deposits, reduced member engagement, and missed revenue opportunities for credit unions.

Community financial institutions (CFIs) have a distinct advantage — including trust, in-person service, and integrated financial offerings — that position them to meet this growing demand. By offering digital investing solutions directly through their online banking platforms, CFIs can strengthen account holder relationships, recapture revenue streams, and maintain their competitive edge.

This highlights the opportunity for CFIs to deliver financial education and personalized tools, addressing a major gap among consumers who currently rely heavily on internet searches and informal advice.

Key takeaways:

• Consumers, across all age groups, want digital investing options — especially through trusted financial institutions.

• Failure to offer digital investing drives account holders to third-party apps, weakening engagement and loyalty.

• Providing integrated financial education and personalized investing tools can deepen member trust.

• Solutions like InvestiFi allow CFIs to seamlessly embed digital investing into their existing platforms quickly and effectively.

Want to learn more about how digital investing can revolutionize your credit union? Download the full whitepaper for data, insights, and expert analysis.