Speak Human: Why Credit Unions Should Ditch the Financial Jargon

Let’s be honest—most people don’t wake up in the morning excited to talk about APYs, debt-to-income ratios, or share certificates. They wake up thinking about paying their bills, saving for a dream vacation, or how to afford college for their kids. And that’s exactly why credit unions need to rethink the way they communicate. If your messaging is packed with financial lingo that only bankers understand, you’re missing the chance to connect with the very people you’re trying to help.

Why Real Language Matters
Imagine walking into a mechanic’s shop and being bombarded with talk about torque ratios, camshafts, and viscosity indexes when all you wanted was an oil change. You’d probably tune out. That’s exactly how your members feel when you hit them with industry jargon.

Real, conversational language makes your credit union approachable, relatable, and—most importantly—helpful. It removes the intimidation factor and helps members feel confident about their financial decisions instead of overwhelmed by complicated terms.

The Benefits of Keeping It Simple
Using everyday language isn’t just a nice thing to do; it actually benefits both your credit union and your members. Here’s how:

1. Increases Engagement – When members actually understand what you’re offering, they’re more likely to take action. That means more loan applications, savings accounts, and deeper relationships with your credit union.
2. Builds Trust – Speaking plainly shows members that you’re on their side. They don’t have to worry about hidden fees or complex terms—they know exactly what they’re getting.
3. Enhances Financial Confidence – Many people feel insecure about their finances. When you use clear, friendly language, you empower them to take control of their money without fear of “sounding dumb” by asking questions.
4. Strengthens Your Brand – Credit unions are built on the idea of people helping people. Using real, human language reinforces that mission and makes your credit union stand out from big banks that often feel cold and impersonal.

How to Ditch the Jargon
Making the switch to plain language doesn’t mean dumbing things down—it means making them clear. Here’s how:

• Translate Complex Terms – Instead of “APY,” say “the interest you earn on your money.” Swap “debt-to-income ratio” with “how much of your income goes toward paying off debt.”
• Use Real-World Examples – Show members how a loan or savings account impacts their daily life. Instead of explaining mortgage points, talk about how they can save thousands over the life of their loan.
• Test Your Messaging – Read your marketing materials out loud. Would your best friend, neighbor, or grandma understand it? If not, simplify it.
• Educate Without Overwhelming – Break things down into bite-sized, easy-to-digest pieces. Use visuals, FAQs, and real-life stories to explain concepts.

The Bottom Line
Financial jargon might make sense to those of us in the industry, but it creates a barrier between credit unions and the people they serve. By speaking in real, human language, you make it easier for members to engage, trust, and benefit from your services. And that’s what being a credit union is all about.

So, the next time you sit down to write a marketing message, ask yourself: Does this sound like a conversation I’d have with a friend? If not, it’s time to rethink the language.

Your members will thank you for it.