Insights

Kraus Advisors Research

We run our own ongoing research to stay ahead of the markets we advise on. Selected studies are published here.

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Applied Study AS 2026-01 · September 2026

Omnichannel effectiveness in U.S. credit unions

Which digital channels convert, and the role of email.

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Read the summary

12 pages · 15 sources · methodology appendix · free

What the study finds

  • Members finish conversions inside authenticated channels.The logged-in portal and the mobile app score highest on provable product conversion; the public website is the front door and the leakiest step.
  • The funnel leaks at conversion, not interest.Institutions abandoned 3.36 digital checking applications for every one completed, and about 45% of digitally opened accounts close within three months.
  • Last-touch attribution hides email.Email is credited with roughly 12% of digital conversions on a last-touch basis, yet it opens an estimated 41% of conversion journeys, more than any other channel.

Figures labeled as Kraus Advisors estimates are documented, with method and assumptions, in Appendix A of the study.

Publications

Selected studies from our ongoing research, published as they’re completed.