Northwest Federal Credit Union adds embedded investing through InvestiFi

Northwest Federal Credit Union has partnered with InvestiFi to let its 280,000-plus members invest directly from their accounts inside Northwest’s online and mobile banking platforms. The move is aimed at making investing easier for everyday banking customers and expanding access to self-directed and guided investing tools.

Why it matters: - Northwest Federal Credit Union is moving investing into the same digital channels members already use for banking. - The setup could make it easier for members to start investing without leaving the credit union’s app or website. - The partnership targets a growing demand for simpler, connected financial tools, especially among younger consumers.

What happened: - Northwest Federal Credit Union partnered with InvestiFi to deliver embedded digital investing to more than 280,000 members nationwide. - InvestiFi’s InvestTech platform will sit inside Northwest’s existing online and mobile banking experience. - Members will be able to invest directly from their accounts within that platform.

The details: - Northwest members will have access to self-directed investing in securities. - Members will also have access to Guided Investing with personalized recommendations. - Additional investment features, including cryptocurrency, are planned for future phases. - Members will also be able to use InvestiFi’s financial education resources. - Jeff Bentley, president and CEO of Northwest, said members have been asking how to start investing and often do not know where to begin. - Bentley said embedding investing into Northwest’s digital banking is meant to make the first step easier inside a trusted platform. - Cornerstone Advisors research commissioned by InvestiFi found that 75% of zillennials, meaning Gen Z and millennials combined, want to invest directly from their checking account. - Northwest said the combination of younger consumer interest and investable balances among Gen X and baby boomers creates an opportunity to help members move from saving to investing. - Kian Sarreshteh, CEO of InvestiFi, said the partnership is about creating a connected financial ecosystem rather than standalone products.

Between the lines: - The deal shows how credit unions are trying to keep more member assets inside their own digital ecosystems. - Embedded investing can reduce friction for members who may otherwise move money to outside brokerage apps or platforms. - The strategy also positions Northwest to compete for a broader role in members’ financial lives, not just day-to-day banking.

What's next: - Northwest said additional investment capabilities will roll out in later phases. - The credit union plans to keep building a more connected banking and investing experience as member expectations evolve. - InvestiFi will continue pushing its platform as a way for credit unions and community banks to offer investing inside existing digital banking systems.

The bottom line: - Northwest is betting that making investing part of everyday banking will help members build wealth while keeping more of their financial activity inside the credit union.

More information: Northwest Federal Credit Union | InvestiFi