What Credit Unions Can Learn from Netflix About Winning the Next Generation of Members

At first glance, Netflix and credit unions may seem worlds apart. One offers on-demand entertainment. The other delivers ethical financial services. But they share something crucial: both depend on retaining loyal members while trying to grow a younger audience.

So why compare them? 

Because Netflix is a masterclass in member engagement. It has built a global subscriber base by understanding its audience and delivering consistent, personalised value. That is the mindset credit unions can learn from, especially as they look to attract younger members with expectations shaped by modern digital experiences. 

At Parliament Hill, we believe credit unions have a unique opportunity to evolve what membership means. By taking inspiration from how companies like Netflix engage and retain their users, credit unions can build more compelling, benefit-led membership models that feel relevant, responsive and rewarding.

The core challenge is the same. Whether you are streaming content or offering financial services, you need to ask: how do we stay relevant to the next generation without losing the trust of those who got us here? 

A Shared Challenge: Adapting Without Losing Your Base 

Netflix built its brand on simplicity, fairness and accessibility. That should sound familiar to any credit union. But over time, both have faced a shifting audience. 

Young people expect personalisation, digital access and ongoing value.  Older, loyal members value consistency, clarity and reliability. 

Netflix has had to learn how to balance both. From its crackdown on password sharing to the pressure to constantly release new content, it is walking a fine line between growth and loyalty. 

Credit unions face similar tensions. When they introduce digital apps, savings perks or wellbeing support tools, they risk confusing long-time members who prefer a more traditional experience. But doing nothing is not an option. 

Four Things Credit Unions Can Learn from Netflix Members

At Parliament Hill, we have worked with membership organisations for over 20 years. Here are four Netflix-inspired lessons that can help credit unions modernise their offer while staying true to their values.

1. Make joining simple  

   Netflix removed every barrier to entry. No paperwork. No long wait. Credit unions should do the same. Simplify onboarding, offer digital sign-up and create a smooth path from interest to membership. 

   
   

2. Show value immediately  

   Netflix users are served relevant content within minutes. Credit unions should front-load their value. A welcome email highlighting savings tools, benefit platforms or member discounts can make a strong first impression. 

   
   

3. Create ongoing touchpoints  

   Netflix builds habits. So should credit unions. Weekly savings tips, partner offers or wellbeing updates can keep members engaged long after they join. 

   
   

4. Respect your long-time members  

   Netflix has faced criticism for focusing too much on growth and too little on loyalty. Credit unions can avoid this by offering loyalty rewards, legacy perks or exclusive events for long-term members. Make them feel seen and valued. 

Designing Benefits That Matter  

This is where credit unions have a real opportunity to stand out. Younger members are not just looking for accounts and loans. They are looking for organisations that support them in everyday life. 

With the right benefit partner, like Parliament Hill, credit unions can offer: 

• Savings on everyday essentials, from groceries to travel, which free up money members can reinvest in their financial goals 

• Discounts on health, fitness and wellbeing tools 

• 24/7 emotional support services and mental health resources 

• Exclusive offers that reward engagement and build community value 

  
  

These benefits do more than reduce costs. They help members feel supported and empowered in their day-to-day lives.  

The Bottom Line  

Here are three practical steps credit unions can take now to strengthen engagement with Gen Z and younger Millennials.

Netflix shows that attention is hard to win and easy to lose. Credit unions are in the same position, but with one major advantage: deep trust and community connection. 

By combining that trust with modern, benefit-led membership models, credit unions can attract younger members and retain their most loyal ones. 

At Parliament Hill, we help credit unions do exactly that. Ready to reimagine your member offer? Let’s talk. 

Schedule a personalised demo.

About author

Christina Loukissa

Christina Loukissa is the Growth Marketing Lead at Parliament Hill, where she helps membership organisations grow, retain, and energise their communities through targeted perks and benefits strategies.