A newly published white paper sheds light on how credit unions can adapt to the rapidly evolving digital investment landscape and better retain member assets. Titled “The Evolving Role of Wealth Management in the Credit Union Model,” the report highlights the growing need for modern investment solutions to meet changing member expectations.
The paper draws on insights from Service Credit Union, which identified a significant outflow of funds—approximately $48 million in a single year—moving from member accounts to external investment platforms. According to Matt Beaulieu, AVP of Member Services, this data revealed a clear trend: members were actively investing, but not within the credit union’s ecosystem.
Further analysis showed around 53,000 transactions annually directed toward outside platforms, signalling a broader shift in financial behaviour and a potential strategic risk for credit unions that fail to offer competitive digital investment options.
As a response, the report highlights Service Credit Union’s collaboration with TAPP Engine as a practical case study. This partnership led to the development of E-Invest, a digital investing solution designed to keep members engaged within the credit union environment. The platform includes features such as self-directed brokerage accounts, robo-advisory portfolios, fractional share investing, seamless digital onboarding, single sign-on access, and real-time fund transfers between banking and investment accounts.
The white paper also underscores a wider industry challenge: while 80% of credit union members express interest in personalised financial guidance, fewer than 25% of institutions currently provide professional advisory services.
Mark Guglielmo, President of TAPP Engine Securities and TE Advisors LLC, emphasised the importance of integrating digital wealth solutions. He noted that when members move their investments elsewhere, they often shift other financial relationships as well, weakening the institution’s long-term engagement.
Looking ahead, the report highlights the urgency for credit unions to prepare for the projected $84 trillion intergenerational wealth transfer expected by 2045. Establishing early investment relationships with members is positioned as a key strategy to remain competitive.
Ultimately, the white paper concludes that digital wealth management is no longer just an added service—it is becoming essential for member retention, revenue growth, and sustained engagement. It provides valuable insights and strategic recommendations for credit union leaders aiming to strengthen relationships and safeguard member assets in an increasingly digital financial ecosystem.
About the White Paper
“The Evolving Role of Wealth Management in the Credit Union Model” examines how credit unions can adapt to evolving investment trends, retain long-term member relationships, and build scalable advisory services through integrated digital platforms. The report combines industry data, real-world case studies, and actionable strategies for leadership teams navigating the future of financial services.
Media Contacts:
Deanne Figueras, VP Marketing & Business Development, TAPP Engine, deanne@tappengine.com
Christopher Banker, Content Marketing Specialist, Service Credit Union, cbanker@servicecu.org
About TAPP Engine
TAPP Engine modernizes capital formation, wealth management, and liquidity infrastructure for credit unions, community financial institutions, and regional financial institutions. Brokerage services are offered through TAPP Engine Securities, LLC. (“TES”). Digital Advisory services and technology offered though TAPP Engine Advisors, LLC (“TEA). To learn more about TAPP Engine, please visit https://www.tappengine.com/
About Service Credit Union
Service Credit Union is dedicated to providing a banking experience that improves members’ lives and the communities in which they live. Established in 1957 to provide affordable credit to the Pease Air Force Base community, and now the largest credit union in New England with over $6 billion in assets and 50 branch locations in the New England region and Germany, we continue to provide a better future to our members all over the world. To learn more about Service Credit Union, please visit www.servicecu.org.
*These services are being offered through TAPP Engine or its affiliates, which are separate entities from, and not affiliates of, Service Credit Union. Self-directed function offered through TAPP Engine Securities and Goals TAPP Engine Advisors. Service Credit Union is not registered as a broker-dealer or investment advisor. Investments made through E-Invest are not credit union deposits/obligations and are not insured by the NCUA nor are they guaranteed by the credit union. Subject to risk and may lose value. See terms and conditions for more information.
Sources:
- Service Credit Union internal transaction analysis referenced in E-Invest program materials (2022–2023).
- America’s Credit Unions (2025). Gallup survey cited reporting 80% of credit union members desire personalized financial advice.
- Cerulli Associates (2024). U.S. High-Net-Worth and Ultra-High-Net-Worth Markets Report.