A decade ago, Georgia United Credit Union was riding high with annual membership growth close to 10%. But by Q1 2023, the credit union was actively losing members at a rate of almost 15%.
Georgia United knew it was time for change. Leadership reset its approach by focusing on engaged, organically acquired members. The strategy simplified onboarding, re-engaged existing members, and targeted key segments where the credit union could deliver the most value.
The result of these efforts was a complete turnaround. By early 2024, growth returned to positive territory, and by the third quarter of 2025, membership gains were higher than before the decline started.
In this webinar, Adam Marlowe, chief experience officer at Georgia United Credit Union, will share how the credit union identified the root of its challenges, refined its strategy, and rebuilt momentum that got them back in the green.
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Be A Part Of The Webinar, Join Us Live July 16th | 2 PM EST!
Guest Speaker
Adam Marlowe, chief experience officer
Adam leads strategy, member experience, product development, marketing, and advocacy initiatives at Georgia United Credit Union. With more than two decades of experience in the credit union industry, Adam previously served as COO at Powerco Federal Credit Union and spent 12 years at Georgia’s Own Credit Union in a variety of leadership roles. Known for his member-first philosophy, he has also held leadership positions with CUES, the Georgia Credit Union Marketing Council, and the Filene Research Institute.
What You'll Learn:
#01
Why reducing friction in the membership journey is a critical lever for accelerating sustainable growth.
#02
How focusing on the right member segments can sharpen strategy and drive measurable impact.
#03
What it takes to unlock growth from your existing member base while expanding into new audiences.
#04
Which strategic shifts and proven approaches can strengthen your credit union’s long-term growth trajectory.
