This episode explores the critical role of member expectations in the success of new digital banking features for credit unions. It highlights that member adoption is significantly higher for services they already anticipate from their credit union, such as loans and transfers, compared to less traditional offerings like investments or cryptocurrency. The text challenges the notion of solely relying on member requests for new service development, arguing that this approach limits potential growth and innovation. Ultimately, the piece advocates for proactively managing and reshaping member expectations so that credit unions are perceived as comprehensive financial institutions for a wider range of services, despite the effort involved in this shift.