In this session, Andrew Downin discusses the importance of member engagement and the shift from the Primary Financial Institution (PFI) model to a more specialized, relationship-based approach. He emphasizes the need for credit unions to understand member experiences and preferences, and to lead with brand messaging that resonates emotionally. The use of Personal Financial Management (PFM) systems and relationship pricing strategies are suggested as effective ways to increase engagement and member loyalty. He also proposes the concept of a Primary Financial Industry (PFI), where credit unions collaborate to offer a wider range of services to members. The importance of long-term investment in marketing and engagement, as well as the value of collaboration in areas like ATM access, are also highlighted.