Insights from Velera’s (formerly PSCU/Co-op Solutions) “Approaching Member Centricity from the Inside Out” report – combined with key takeaways from the recent Velera THINK conference – underscore a pivotal theme: consumers’ desire to control their personal economy and pursue financial happiness. People want more control over their financial lives, a sentiment echoed by Kasey Stinson from Velera, who stated, “Credit unions are in the pursuit of happiness business.” This desire for control and happiness is deeply intertwined with financial wellbeing.