From Migration to Membership: How Credit Unions Can Better Serve AAPI Communities
May 1, 2026
May is Asian American & Pacific Islander (AAPI) Heritage Month — an ideal time to learn more about Native Hawaiians and Pacific Islanders and the communities they build across the U.S. It’s also an opportunity for credit unions to better understand how these communities are growing and relocating, and what that means for serving them well.
In Hawai‘i, many residents face steep housing costs; in fact, they spend an average of 42.06% of their income on rent, the highest of any state. These costs are a key factor driving migration to the mainland in search of more affordable opportunities.
Whether it’s Native Hawaiians, Pacific Islanders, or any other group on the move, credit unions benefit from tracking migration trends in and out of their local communities. But data alone isn’t enough. Pairing it with the real-life stories and cultural context behind settlement patterns helps credit unions communicate more authentically with newcomers who are looking for a trusted financial institution in their new home.
That insight also makes it easier to tailor products and services to what new members actually need. For example, mortgages that support multigenerational households and small business banking for entrepreneurs can be especially relevant for Hawaiian and Pacific Islander consumers relocating to the mainland. Equally important is identifying community partners, such as religious and cultural organizations or even popular sports teams in need of sponsorship, that can serve as a bridge between your credit union and the community.
One example of this approach in action: two years ago, Unitus Community Credit Union in Oregon partnered with NFL football player Dillon Gabriel to provide a series of financial education videos. Originally from Hawaii, Gabriel’s family moved to Oregon. They were part of a large number of islanders who settled in the Pacific Northwest for better and more affordable opportunities. Unitus didn’t stop there. Their financial literacy project with Gabriel was also developed with a partnership with the Ke Kukui Foundation, a cultural hub in the Pacific Northwest for thousands of Pacific Islanders and Hawaiians living away from the islands.
In the true spirit of aloha, which encompasses compassion, harmony, peace and mutual respect, credit unions are well-positioned to adopt this same mindset and find ways to authentically connect to their communities. An approach that can translate into deeper, more meaningful member relationships.