A Strategic Reset That Reversed Membership Decline
A decade ago, Georgia United Credit Union was riding high with annual membership growth close to 10%. But by Q1 2023, the credit union was actively losing members at a rate of almost 15%.
Georgia United knew it was time for change. Leadership reset its approach by focusing on engaged, organically acquired members. The strategy simplified onboarding, re-engaged existing members, and targeted key segments where the credit union could deliver the most value.
The result of these efforts was a complete turnaround. By early 2024, growth returned to positive territory, and by the third quarter of 2025, membership gains were higher than before the decline started.
In this webinar, Adam Marlowe, chief experience officer at Georgia United Credit Union, will share how the credit union identified the root of its challenges, refined its strategy, and rebuilt momentum that got them back in the green.
What you’ll learn:
- Why reducing friction in the membership journey is a critical lever for accelerating sustainable growth.
- How focusing on the right member segments can sharpen strategy and drive measurable impact.
- What it takes to unlock growth from your existing member base while expanding into new audiences.
- Which strategic shifts and proven approaches can strengthen your credit union’s long-term growth trajectory.
