When a member passes away, most credit unions lose the relationship—and the assets.

According to Cerulli Associates, 80% of heirs say they plan to switch institutions after inheriting wealth. But this shift isn’t inevitable. With the right outreach, education, and empathy, your credit union can become the financial partner they choose to keep.

This guide shows how to build trust with younger generations long before an inheritance is in motion.

What You’ll Learn:

• Why early engagement is the key to generational loyalty

• How financial literacy programs and youth accounts build lifelong value

• Digital-first tools and services that younger members actually want

• What to say (and what not to say) after a member passes

• How to provide empathetic, proactive support that builds confidence, not confusion

Download the guide and start building member relationships that span generations.