Helping Members Stay on Track with Their Financial Resolutions
As we settle into 2025, many members who started the year with ambitious financial resolutions may already be struggling to stay on course. According to past studies, a majority of financial resolutions—whether it’s saving more, paying down debt, or building better money habits—start to fade by the end of February. The good news? Credit unions are uniquely positioned to help members maintain momentum and achieve their goals through a strategic, omnichannel approach.
By leveraging digital engagement tools, proactive communication, and personalized financial wellness programs, credit unions can reinforce financial resolutions year-round—turning good intentions into long-term success.
Helping Members Define and Refine Their Goals
The first challenge in financial goal-setting is clarity. Many members resolve to “improve their finances,” but without a structured plan, these broad intentions can lose steam. Credit unions can play a vital role by offering guided goal-setting tools and resources, such as:
Automated financial health assessments to help members understand their starting point
Personalized goal-setting tools embedded in mobile banking apps
Financial coaching sessions to provide human guidance alongside digital insights
Encouraging members to set specific, measurable, and realistic financial goals—such as increasing savings by $100 per month or paying off a credit card balance in six months—can dramatically improve follow-through.
Keeping Resolutions on Track with Personalized Engagement
A one-size-fits-all approach doesn’t work when it comes to financial wellness. Credit unions that segment members based on their goals—whether it’s debt reduction, homeownership, or retirement savings—can create targeted campaigns that offer:
Automated marketing campaigns with tailored financial wellness content
Behavior-based notifications that remind members to take small financial actions
Personalized digital experiences on mobile and web platforms
For example, a member who has set a goal to save $5,000 in 2025 could receive monthly progress updates, nudges to contribute to their savings account, and tips on optimizing their budget—all delivered seamlessly through a mobile-first platform.
Encouraging Small, Sustainable Financial Habits
Many resolutions fail because they’re too extreme. A member may start the year determined to eliminate all discretionary spending, only to find that it’s unsustainable. Instead, credit unions should advocate for small, manageable financial habits that build momentum, such as:
“Round-up” savings programs that automatically save spare change from purchases
Debt snowball or avalanche plans that break down debt repayment into achievable steps
Micro-investing strategies that let members start investing with small, recurring contributions
By reinforcing incremental changes, credit unions help members build lasting financial confidence rather than short-lived resolutions.
Leveraging an Omnichannel Approach
To truly support members in 2025, credit unions must meet them where they are—across multiple channels. An effective omnichannel financial wellness strategy includes:
Mobile-first engagement – In-app notifications and SMS reminders keep financial goals top of mind
Web-based financial tools – Interactive dashboards help members track progress in real time
Automated email campaigns – Monthly check-ins and educational content provide ongoing motivation
Push notifications – Proactive alerts for bill payments, savings milestones, and credit score changes
By integrating financial wellness into members' daily routines—through both digital automation and human support—credit unions can ensure that resolutions last well beyond February.
How Ovation Can Help
At Ovation, we understand that financial resolutions are only effective when they’re supported by engaging, personalized, and proactive tools. Our white-label financial wellness platform equips credit unions with:
AI-powered financial insights that provide members with real-time guidance
Mobile-first goal tracking to keep members motivated
Automated reminders and notifications to drive ongoing engagement
Integrated financial coaching to offer expert support alongside digital solutions
Want to empower your members to achieve financial success in 2025? Schedule a consultation with us today.