CEFCU Case Study: Banking on the Next Generation

Gen Z has proven that they are a fundamentally different kind of consumer. When it comes to their views on financial wellness, they are not looking for a financial institution that tells them what to do–they are searching for one that “gets” them.  

For CEFCU, a regional credit union, that meant rethinking how to meet this audience where they are. From messaging to media to the role a financial institution plays in people’s lives, CEFCU reimagined what a credit union could look and feel like for a new generation—meeting them in their feeds, in their conversations and in the moments that matter most. 

The Challenge 

CEFCU was facing a critical inflection point: Its member base’s needs were changing. With a shortage of Gen Z entering the funnel, the challenge to understand the needs of younger audiences was crucial to building and maintaining relationships that sustain long-term growth. This wasn’t simply a recruitment issue; it was a relevance issue. 

CEFCU understood that Gen Z does not engage with financial institutions the same way previous generations did. They are skeptical of authority, resistant to being told what to do and expect brands to adapt to their lifestyle—not the other way around. Gen Z members want to be shown how they can balance their budgets while still enjoying their daily coffee, instead of being told to trim out life’s small joys. Traditional banking messaging—rigid, instructional, one-size-fits-all—was falling flat. 

At the same time, CEFCU was up against competitors with significantly larger budgets and broader reach, making it difficult to win attention through scale alone.  

The risk was clear: Without a meaningful shift, CEFCU would lose future lifetime value by failing to build early relationships with younger members—starting with foundational products like checking, credit cards and auto loans, which have the potential to grow into stronger, long-term financial partnerships. 

The Strategy 

To meet the moment, we redefined both who CEFCU was talking to and how the brand showed up by prioritizing guidance over instruction. 

We built a Gen Z–focused target profile and repositioned the brand with a non-prescriptive, judgement-free approach.  

Grounded in the insight that Gen Z doesn’t want to choose between financial responsibility and enjoying life’s small luxuries, we evolved the messaging accordingly—and put a greater focus on telling that story via the streaming and social platforms that would reach them throughout their journey. 

Creatively, we surrounded our audience with messaging that positioned CEFCU as a guide rather than a lecturer, supported by product-specific work for checking, credit cards and auto loans.  Across touchpoints that included video, audio, outdoor and social, our message consistently reinforced CEFCU’s role. Together with our media partner KSM, we reallocated spend from traditional broadcast into streaming and social platforms—prioritizing TikTok, Instagram and Reddit—where Gen Z actively seeks information, asks questions and explores financial decisions. To drive deeper engagement, we ran platform-native creative on TikTok and Instagram, created authentic native ads that appeared while they looked for financial answers in Reddit threads and launched an interactive Financial Quiz Sweepstakes that made learning feel approachable. In addition to our social media tactics, CEFCU’s presence was amplified by increased spending on streaming platforms like Spotify. A robust mix of OTT and online video rounded out the holistic approach.  

The Impact 

The pivot worked—and then some. 

• New member growth goals were met 

• Strong growth across six markets, both new and old, with continued upward momentum 

• Significant improvements in brand health metrics, particularly in awareness and consideration 

• Social channels—especially TikTok-first creative—drove measurable performance gains as messaging became more conversational and platform-native 

• Reddit placements strengthened CEFCU’s role in the exploration phase, positioning the brand as a trusted, helpful voice, not a lecturer 

Beyond performance, CEFCU’s role evolved: 

• Now seen as a strategic Gen Z partner, not just a vendor 

• Established a presence as a guide for future growth through content, partnerships and always-on engagement 

CEFCU is now positioned to show up authentically in the future and be a trusted name in spaces where Gen Z learns, asks and decides on financial institutions to trust.  

 On the hunt for a partner that can help you research Gen Z and turn the data into measurable results? Hiebing’s here to help. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.