From transforming member experiences to building a culture of information literacy, data has become a catalyst for innovation at credit unions. New use cases are constantly emerging for organizations willing to explore them, and artificial intelligence will only increase their value.



In a PaymentsJournal Podcast, Jeremiah Lotz, Senior Vice President of Experience Design and Enterprise Data at Velera, and Christopher Miller, Lead Analyst of Emerging Payments at Javelin Strategy & Research, explored how credit unions are collecting and leveraging data to improve efficiency and better serve their members. 





Data As an Asset



Forward-thinking credit unions view their data not just as a resource, but as a strategic asset—a goldmine of insights into both members and the business itself. While many credit unions have already invested heavily in data, unlocking its full potential requires clarity on what the organization hopes to achieve. The first step is understanding how the institution intends to put that data to work.



“Look at what the data is saying, and how will it help us make decisions, as opposed to just for historical information,” said Lotz. “Once the organization recognizes that there's an opportunity to use the data to make decisions or drive intelligence, that's a sign of a mature level of adoption.”



A key driver is executive alignment at the C-suite level, ensuring that the credit union can use its data to grow, engage and retain membership, and ultimately inform decisions. The next step is empowering data teams to suggest use cases, regardless of the division they work in. When non-technical staff can articulate business needs that data can address, it reflects a culture that is ready to move forward.



“It’s a way to be able to say, ‘I have a problem’ or ‘I have an opportunity that maybe data could help me with,’ versus expecting people to say, ‘Hey, I think you've got data. Let me see these three fields and see if it does anything for me,’” Lotz said.



Anticipating Member Needs



Credit unions are learning that consumer data isn’t just numbers—it’s a roadmap to a better member experience. By analyzing individual patterns, institutions can spot potential financial challenges or opportunities before they happen. Using predictive insights in this way transforms interactions, moving beyond reactive service to experiences that delight members.



“It doesn't always have to be super aggressive,” said Lotz. “It can be more about putting something in front of them that might help in a situation, if they so choose.”



At the same time, members expect their data to be used responsibly—but they often worry about privacy. Credit unions can address these concerns by clearly communicating how data usage benefits members, showing that it’s designed to make their financial lives easier and more personalized.  



“Whether it's coupons I receive or recommendations when I'm shopping online, we know this data collection exists,” said Lotz. “It would be nice to understand that my financial institution is going to use it in a way that's going to help me, that's going to protect me or maybe give me opportunities by predicting my behavior.”



Predicting when a member might need a product is just the beginning. Data can also streamline everyday interactions. Instead of asking members to fill out forms, a credit union can provide pre-populated applications or automatically update existing acc...