As Ohio’s communities shift and diversify, credit unions are being asked to do more than keep pace — they’re being called to lead with purpose. That’s the idea behind the Ohio Credit Union Demographic Study, conducted in partnership with Coopera—a comprehensive, data-driven look at the social, economic, and financial realities shaping life across the state.
Commissioned by the Ohio Credit Union Foundation and sponsored by Corporate One Federal Credit Union and a coalition of industry partners, the study goes beyond charts and statistics to serve as a practical roadmap for credit unions seeking to deepen access, strengthen financial well‑being, and meet members where they are.
To better understand why the study matters — and how it can translate insight into impact — we spoke with Katie Matney, Director of Development for the Ohio Credit Union Foundation. In the conversation below, Katie shares how the data challenges long-held assumptions, highlights emerging opportunities, and equips credit unions with the clarity needed to drive meaningful change over the next several years.
Katie Matney, Director of Development, Ohio Credit Union Foundation
Why do you think a study like this was important for the Ohio Credit Union Foundation to do?
Katie: First, we would like to express our appreciation to Corporate One Federal Credit Union for their support of this study, along with the other sponsors: Velera, GBQ Partners, ASI/ESI, and Wright-Patt Credit Union. At its core, the Ohio Credit Union Foundation (OCUF) exists to ensure financial access and well-being for communities across Ohio through credit unions. This study was important because it moves us from assumptions to evidence, giving credit unions a clear, data‑driven understanding of who Ohioans are today, how their financial needs are evolving, and where gaps exist. By grounding its strategy in real demographic and behavioral insights, OCUF can better support credit unions in fulfilling their “people helping people” mission in a rapidly changing economic and social landscape.
What insights from this study do you believe should most influence Ohio credit unions’ strategic direction over the next 3–5 years?
Katie: Each credit union has a board that guides its strategic direction. The demographic study is available to inform credit unions about their communities and Ohio’s accelerating demographic change, including the evolving population and residents’ current challenges with income, childcare, housing, and employment. This study can help credit unions make informed decisions related to topics ranging from delivery models and product design to engagement strategies.
How does OCUF hope credit unions will use this data to strengthen financial well‑being and inclusion across Ohio?
Katie: OCUF hopes credit unions will use this data as a roadmap for action, identifying underserved populations, tailoring solutions, and forming strategic partnerships to expand financial access. Whether through first‑time account pathways, financial coaching and education, or product development to meet unique community needs, the study encourages credit unions to prioritize access with purpose. When data informs intention, credit unions can build trust, expand opportunity, and measurably improve financial well‑being across Ohio.
Were there any findings that surprised you or challenged assumptions about Ohio communities?
Katie: One of the more compelling takeaways was the diversity within Ohio itself, both geographically and demographically. While Ohio is often viewed as stable or traditional, the data revealed dynamic growth in certain regions and populations. It also challenged the notion that financial exclusion is limited to urban areas, reminding us that rural and suburban communities face unique access challenges that deserve equal attention.
Which demographic trends represent the biggest growth opportunities for credit unions—youth, immigrant populations, or specific regions?
Katie: All three represent meaningful opportunities, but youth and emerging households stand out as especially critical for credit unions, as they represent potential new members. Younger Ohioans are forming financial habits now, and credit unions are uniquely positioned to be their trusted partner for life. Many credit unions across the state offer financial education in various ways and have been doing so for many years. Immigrant communities and growing regional hubs present powerful opportunities for credit unions to lead with inclusion, language access, and culturally informed service. Growth, in this context, is not just about numbers. It’s about long‑term relationships and generational impact.
Ohio’s unbanked (4.2%) and underbanked (12.8%) populations remain significant. What strategies does OCUF see as most actionable for credit unions to reduce these gaps?
Katie: The most actionable strategies are those that remove friction and build confidence. This includes low‑barrier account options, transparent fee structures, credit‑builder products, and personalized financial guidance. Equally important is meeting people in trusted spaces through employer partnerships, schools, community organizations, and mission‑aligned collaborations. When credit unions combine access with education and empathy, they make participation in the financial system not only possible but empowering.
What outcomes does OCUF ultimately hope Ohio credit unions will achieve if they apply the insights from this study?
Katie: Ultimately, OCUF hopes this study leads to a deeper impact: stronger member relationships, broader financial inclusion, and healthier communities across Ohio. If credit unions apply these insights intentionally, we envision a future where more Ohioans have access to fair financial tools, greater confidence in managing their money, and a trusted cooperative partner invested in their success. That is the long‑term value of this work—and the promise of the credit union difference.