The journey from a simple checking account to a diversified investment portfolio has historically involved navigating separate platforms, disjointed user experiences, and a sense of financial fragmentation, but Truity Credit Union is changing that. Recognizing this challenge, Truity has announced a strategic partnership with financial technology provider InvestiFi. This collaboration integrates a full suite of digital investment tools directly into Truity’s online and mobile banking ecosystem, aiming to provide its 75,000 members with a unified and accessible wealth management experience.
Is Your Bank Account and Investment Portfolio on Speaking Terms?
For many consumers, managing finances has long been a divided process. Daily banking activities, such as paying bills and transferring funds, occur within one trusted environment, while wealth-building activities like stock trading are handled through completely separate and often intimidating third-party applications. This disconnect creates a barrier, forcing individuals to move assets between institutions and manage multiple logins, which can discourage novice investors and complicate financial oversight.
This fragmentation has significant consequences for community-focused institutions like credit unions. As members seek modern investment solutions, their assets and attention are increasingly diverted to external fintech companies. This outflow represents not just a loss of capital but also a weakening of the member relationship, as the credit union’s role as the primary financial partner is diminished.
The New Competitive Edge: Why Credit Unions Are Bringing Investing In-House
In response to this trend, forward-thinking credit unions are embracing integrated digital investing as a competitive necessity. By embedding wealth management tools within their existing digital banking platforms, these institutions can retain member assets and deepen engagement. This strategic move transforms the credit union from a provider of traditional banking services into a comprehensive financial wellness hub.
This in-house approach offers a powerful advantage: trust. Members can begin their investment journey within the secure and familiar environment of their credit union, bypassing the perceived risks and complexities of standalone trading apps. For Truity, this initiative is a direct investment in member loyalty, ensuring that as its members’ financial needs evolve, the credit union can evolve with them.
Unpacking the Partnership: Three Ways Truity Members Can Now Invest
The collaboration gives Truity members access to three distinct investment pathways, catering to a wide spectrum of financial goals and experience levels. The first, Guided Investing, provides a robo-advisory service that constructs and manages diversified portfolios based on an individual’s risk tolerance and objectives. This option is ideal for those who prefer a hands-off, professionally guided approach to wealth management.
For more experienced investors, the Self-Directed Investing option offers direct control, enabling them to actively buy and sell from a selection of over 6,500 stocks and ETFs. Rounding out the offerings is a Cryptocurrency Investing feature, which allows members to trade digital assets and stablecoins. This comprehensive suite ensures that every member, from the cautious beginner to the seasoned trader, has a tool tailored to their needs.
A Shared Vision: Leadership on Empowering the Modern Investor
Leaders from both organizations emphasize that this partnership is rooted in a mutual commitment to financial empowerment. Amy Grose, Truity’s Senior Vice President of Marketing, highlighted the platform’s robust educational component, which is designed to improve members’ financial literacy and build confidence. The goal is not just to provide access but to equip members with the knowledge to make informed decisions throughout their financial lives.
InvestiFi CEO Kian Sarreshteh noted the growing importance for credit unions to offer integrated services to remain competitive. He stressed that providing a safe, all-in-one financial experience is no longer a luxury but a fundamental expectation of the modern consumer. This partnership reflects a shared belief that financial institutions have a responsibility to provide secure and accessible pathways to wealth creation for their communities.
Your Money, Your Way: A Practical Guide for Truity Members
With the platform’s launch, Truity members gained the ability to seamlessly transfer funds from their checking or savings accounts to their new investment portfolios. This integration eliminated the traditional waiting periods and cumbersome transfer processes associated with external brokerage accounts, making it easier than ever to put money to work.
The new investment dashboard was made available directly within Truity’s existing online and mobile banking applications, requiring no separate downloads or logins. Members found that they could monitor their daily finances and long-term investments from a single, unified interface. This move effectively broke down the final barrier between banking and investing, creating a truly holistic financial experience.
