How to Empower Members in Credit Card Decisions

In 2024, a study by Payments Intelligence and Elan Credit Card found that 73% of consumers consider recommendations from friends and family highly influential when choosing a credit card. 

That’s powerful, and here’s the opportunity: You, on the frontlines of the credit union, are in a perfect position to become that trusted, influential voice. You’re not just helping members open credit cards.  You’re helping them understand, choose wisely, and build a stronger financial future.

That’s financial coaching in action.

Here's what the study tells us:

• 1 in 3 consumers opened a new credit card in the past year – 4 out of 5 already had at least one.
• 66% chose general-purpose credit cards (issued by banks or credit unions), especially those under financial stress.
• 75% of financially struggling individuals leaned toward general-purpose cards over rewards cards tied to, for example, an airline or a retailer.
• Only 44% of them could pay off most of their balance monthly, compared to 70% of financially stable individuals.

These numbers paint a clear picture: many members are carrying financial weight, and they’re looking for someone to help lift it.

Let’s turn that trust into real guidance. Here’s how:

Be Their Partner, Not a Pitchperson

Ask open-ended questions to understand their situation:

• "What’s your main goal for using a new credit card?"
• "Have you run into any challenges with cards in the past?"

By diagnosing before prescribing, you guide the member to the best-fit solution , which often turns out to be your credit union’s offering.

Build Instant Trust

Listen fully without jumping in too quickly.

Reflect their concerns:  “It sounds like high interest rates have been stressful for you.”

Validate their feelings: “That’s a common concern, and something we can work through together.”

This builds rapport and makes them feel seen, not sold to.

Create Confidence, Not Pressure

If your credit union card truly benefits them, don’t be afraid to close, but do it with care:

• “Based on what you’ve shared, this card really aligns with your goals. Want me to walk you through what applying looks like?”
• “No pressure, just options. I'm here to help if you want to take that next step.”

Trust is built when members feel supported, not sold.

Since recommendations are such a big influence, your one conversation today could lead to multiple future memberships. Happy members tell others. Your role as an advisor – someone who listens, educates, and empowers – fuels that ripple effect.

If credit unions position themselves not just as service providers but as financial health partners, you don’t just grow card portfolios. You grow relationships, reputations, and real change in your communities.

Start by asking about goals. Build empathy. Offer future-focused solutions and walk the journey with your members. Because when they win, everyone wins.