> but the reality is that most millennials, like most Americans, bank at the top four banks. I suppose I'm willing to believe this claim, but I find it pretty

> but the reality is that most millennials, like most Americans, bank at the top four banks. I suppose I'm willing to believe this claim, but I find it pretty surprising. In my social group, the commercial banks are viewed negatively almost to the point of stigma against using them. Everyone uses credit unions for their checking, and several credit unions in this area (Nusenda, Rio Grande, USEagle) are at least as convenient as the major national banks. I think a large part of the perception of convenience comes down to the Credit Union strategy of federating services. An ATM network jointly operated by many of the credit unions in the region (CU Anytime) has a large fleet and has focused on placing ATMs in high-convenience locations like offices of major employers and college campuses. Co-Op Shared Branching means that you can walk into a branch of almost any credit union and they can access your accounts at your own credit union. And as for avoiding ATMs and branches at all - the online and mobile services offered by most credit unions are perhaps a bit behind aesthetically, but they work just fine, and the credit unions seem to have been offering free and easy person-to-person transfers for longer than the commercial banks have. So what's limiting adoption of credit unions? I'm skeptical that it's awareness because the branches are everywhere and some of the larger ones around here purchase billboards and TV advertising regularly. Is there a feeling that they're more limited in their service offerings?