DEI Services

61% of all new credit union membership growth now comes from multicultural consumers1

Diversity, equity, and inclusion (DEI) initiatives are gaining momentum at credit unions across the country — and for good reason. DEI is not just a trend or something "else" to do. Research shows that credit unions who implement effective DEI plans see positive and lasting results and set themselves up for future success with a higher return on assets, higher productivity among staff, higher retention, and attract a more diverse workforce1.

DEI is a commitment that will transform every part of your organization and help drive business results.

Why Does DEI Matter for Credit Unions?

"People helping people" is at the heart of the credit union movement. Infusing DEI into every aspect of an organization can create an environment where all employees thrive and strengthen relationships with current and prospective members. It's long-term work for lasting change.

Creating Space for DEI

(4 mins. 46 secs.)

DEI Video Series

DEI and Community Partnerships

(4 mins. 5 secs.)

DEI in the Workplace

(4 mins. 5 secs.)

Marketplace DEI

(4 min. 46 sec.)

3 Key Pillars of DEI Services

WORKFORCE: Help your staff genuinely experience your commitment to DEI through an exploration of internal policies and structures and determine resources available to create an inclusive and equitable environment.

MARKETPLACE: Understand your existing membership, identify opportunities to attract new members and inform the delivery of products and services.

COMMUNITY: Build on the shared credit union mission to see how your credit union can improve financial well-being for all through community engagement and investment.

We learned about ourselves and ultimately humanity as a whole. Maps Credit Union is moving forward utilizing this experience to inform day-to-day conversations on our teams, member and community engagement, and we have embedded what we have learned into our core values.

Scott Sadler
Maps Credit Union
Salem, Oregon

Lifestyle images representing the What Matters Now 2022 Research Report

2022 What Matters Now™ Research Report

A multicultural and multigenerational lens on data, insights, and action steps for helping your members achieve financial well-being.

CU DEI Collective Logo

CU DEI Collective

As a founding member, we're proud to stand in with our credit union partners.

1Tomashevska, Opal, "The multicultural opportunity in financial advising," Credit Union National Association, Dec. 2020.
CUNA Mutual Group is the marketing name for CUNA Mutual Holding Company, a mutual insurance holding company, its subsidiaries and affiliates. Corporate headquarters: 5910 Mineral Point Road, Madison WI 53701