As Americans conduct more and more of their daily lives in digital environments, from streaming movies at home instead of going to a theatre, to ordering groceries online, to nightly stories with grandpa via a video chat app, the providers of those services are leading the way in how to provide the best possible experience to consumers. Netflix and Amazon are perhaps the best-known leaders in this arena, famous for leveraging the “big data” collected on their customers to create positive experiences and build loyalty. In today’s financial services market, credit unions must do the same. We should be meeting members’ needs before they realize they have them and be able to provide truly personalized services using the data we already have. MDC is working in multiple directions to help our owners do just that, with projects focused on using CU data to make better informed lending decisions, using AI to help members manage their deposits for maximum return, and more.