GreenPath Financial Wellness is a national nonprofit organization that partners with credit unions to provide financial counseling and wellness education to empower people to lead financially healthy lives.

Since the onset of the COVID-19 crisis, GreenPath designed and implemented a member-focused program intended to help credit union members navigate through uncertainty and confusion. Going beyond “business as usual,” the outreach specifically focused on helping ease members’ financial stress and worry during this extraordinary time. GreenPath expanded offerings to provide time-sensitive information about stimulus check payments, housing assistance, and other resources to help credit union members cope.

The intended audiences of the timely outreach are credit union employees and members who are worried about their financial future, including those directly affected by the crisis—whether experiencing a temporary disruption to paychecks or a longer-term income loss from layoff or job loss.

Distribution of the multimedia content, which allows for credit union co-branding, was facilitated through GreenPath’s partner center portal. Partners have immediate access to the range of COVID-19 related communications via the “self-serve” portal for ease of member distribution and use.

COVID-19 Crisis Response was built with an understanding that those in crisis can be reassured when provided with actionable, thorough resources related to specific financial challenges.

Communications outreach consisted of:

• Housing counseling services: The crisis opened the floodgates of those looking for immediate help with mortgage and renters assistance. GreenPath mobilized existing housing counseling services to address immediate concerns of those facing difficulties, through virtual counseling sessions and a self-help mortgage assist guide.

• Financial counseling services: GreenPath provided credit union partners with a customizable email and other promotions to send to members informing them of free counseling specific to financial worries as a result of the crisis. Counseling included assessment of an individual’s entire financial picture with options to relieve stress and make it easier to bounce back.

• Video series: A series of brief, informal, and empathic videos from GreenPath Financial Wellness President/CEO Kristen Holt encourages peace of mind by reminding viewers they are not alone. The videos shared strategies to prioritize bills, tips to plan for using the stimulus check, mortgage assistance in time of crisis, and other valuable information.

• Podcast: GreenPath shared co-branded social promotions to make members aware of a timely podcast that sorts out crisis facts from fiction with Holt.

• Member articles and resources: GreenPath developed and shared co-branded articles and guides geared to help members navigate through uncertain times and obtain housing assistance for those experiencing hardships with mortgage payments or making rent.

GreenPath Financial Wellness is headquartered in Michigan, and along with its affiliates, has more than 50 locations across the U.S. GreenPath is a member of the National Foundation for Credit Counseling and is accredited by the Council on Accreditation.

Learn more about GreenPath Financial Wellness credit union partnerships.

GreenPath Financial Wellness is a CUNA alliance.