What 35,000 members
told us about
estate planning
We asked members at 100+ credit unions where their money sits, who's in their family, and why they trusted their CU with a plan instead of going somewhere cheaper.
Download this detailed report on why members chose their credit union, how fast they finished, and what they want help with next.
39%
ranked their credit union as the #1 reason they signed up — ahead of price (32%) and ease (24%).
83 of 100
had no estate plan before completing one through their credit union.
88%
first heard about the program from their credit union — through email, the site, or branch staff.or your team
4.9/5
average satisfaction across the program. 91% would refer it to another member.
Three findings that stood out
Credibility outranks price.
It isn't close.
Forced to rank, members put their credit union's name on the program ahead of price and ahead of ease. It wasn't close.
Speed isn't the problem.
Starting is.
80% finish within a week of registering. The friction sits before signup, not after. The marketing work is in the decision to start, not the path to finish.
Completion opens the next conversation.
Members who finish ask for more: trust funding (23%), a financial advisor (22%), secure document storage (20%). Three additional categories detailed in the report.
See what members actually said
What members ask for next
Trust funding
Finacial advisor
Secure storage
Tax professional
Funeral planning
Elder care
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