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How Shared Branching Boosts Member Retention for Credit Unions
March 20, 2025

Retaining members is one of the biggest challenges credit unions face in today’s competitive financial landscape. With big banks offering nationwide access and digital-only financials growing in popularity, credit unions must find ways to provide both convenience and personalized service. Shared Branching is one of the most effective tools for strengthening member loyalty and retention.
At InNetwork, we understand that members stay where they feel supported. Shared Branching ensures that members can bank where and how they want—without leaving their credit union. Here’s how this powerful network keeps members engaged and loyal for the long haul.
✅ Shared Branching Removes the Friction That Causes Members to Leave
One of the main reasons members switch financial institutions is lack of accessibility. If they move, travel frequently, or need in-person service outside their credit union’s branch network, they may feel forced to look elsewhere.
With Shared Branching, members don’t have to make that choice. They can walk into over 5,000 credit union locations nationwide and still bank as if they were at their home branch. This eliminates a major reason for attrition and keeps members connected to their credit union, no matter where life takes them.
✅ It Provides a Competitive Alternative to Big Banks
Big banks often win members over by offering a vast network of branches across the country. Without Shared Branching, small and mid-sized credit unions may struggle to match that level of convenience.
But with Shared Branching, credit unions can offer nationwide service without needing to expand their own footprint. Members get the same flexibility they would at a large financial institution while still enjoying the personal service and lower fees that come with being part of a credit union.
This is a game-changer for retention. When members realize they don’t have to leave their credit union to get the accessibility they need, they’re much more likely to stay.
✅ Shared Branching Strengthens Relationships During Life Changes
Life is full of transitions—whether it’s moving to a new city, starting a new job, or retiring. These changes often prompt people to reevaluate their banking needs.
Shared Branching ensures that major life events don’t result in lost members. Instead of closing their accounts when they relocate, members can continue banking with their credit union and visit any Shared Branch location for in-person services. This continuity reinforces their relationship with their credit union and makes retention effortless.
✅ It Enhances Trust and Reliability
Trust is a key factor in member retention. When members know they can count on their credit union—even in unexpected situations—they’re more likely to stay.
Shared Branching provides a safety net in times of crisis. If a credit union branch is temporarily closed due to a natural disaster, unexpected staffing shortages, etc., members can visit another Shared Branch location for uninterrupted service. This reliability builds long-term trust and deepens loyalty, making members feel secure in their credit union relationship.
✅ Members Want In-Person Service—Even in a Digital World
While digital banking is essential, many members still prefer face-to-face interactions for certain transactions. Shared Branching allows members to choose how they bank—without limitations. Whether they want a digital-first experience or occasional in-person service, their credit union remains a viable and convenient option.
By offering flexibility instead of forcing members to adapt to a single banking model, credit unions increase the likelihood of long-term retention.
✅ Shared Branching Keeps Credit Unions at the Heart of the Community
Credit unions thrive on community connections and cooperative values. Shared Branching reinforces this by showing members that credit unions work together to serve them better.
Instead of viewing credit unions as small, isolated institutions, members see them as part of a nationwide, member-first network. This strengthens their emotional connection to their credit union and makes them more likely to stay.
Retention starts with convenience and ends with trust. At InNetwork, we believe that Shared Branching isn’t just a service—it’s a retention strategy. It removes barriers to accessibility, increases trust, and provides the nationwide flexibility that members expect. If your credit union isn’t leveraging Shared Branching yet, it’s time to rethink how you approach member retention.