Cardinal Credit Union in Mentor, Ohio, announced a new initiative aimed at helping young adults begin investing through their daily spending habits.

In partnership with fintech company Bits of Stock, Cardinal is offering a stock rewards program that allows checking account holders aged 18 to 28 to earn fractional shares of publicly traded stocks with every debit card purchase.

The program marks a shift in how credit unions are engaging Generation Z, many of whom seek low-barrier entry points to investing. Once enrolled, members automatically receive rewards in the form of fractional stock, which can be redeemed into shares of companies they choose.

Participants also gain access to a dashboard that functions similarly to a brokerage account, enabling them to manage and track their investments in real time.

“We are helping student and younger members build a strong financial foundation while making investing accessible and rewarding,” said Christine Blake, CEO of Cardinal Credit Union. “There is tremendous value in this program as it encourages investors to learn about accumulating assets and building wealth in early adulthood.”

Student investors benefit not just from exposure to stock ownership, but also from the program’s built-in financial education features. By earning rewards through everyday purchases, members can begin developing long-term investment habits with minimal risk and no upfront capital.

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Industry research shows that 67% of Generation Z consider the ability to start investing with small amounts a critical factor in deciding to participate in the market.

Arash Asady, CEO of Bits of Stock, said the initiative is designed to reshape perceptions around rewards programs. “This initiative is a game-changer for younger investors, allowing them to start building wealth through everyday spending and to watch their investments grow,” he said.

The initiative underscores the $335 million-asset Cardinal’s broader mission to promote financial literacy and well-being among its 24,000 members. It also serves as a strategic differentiator from other regional financial institutions, positioning Cardinal as a leader in next-generation banking solutions.

Cardinal in June opened a new branch in Canfield – just a short drive from its former Austintown location that served the northeastern Ohio area.

The credit union earned roughly $185,000 in the first two quarters of 2025, a 21% increase compared to a year earlier, according to call report data from the National Credit Union Administration.

“There is tremendous value in this program as it encourages investors to learn about accumulating assets and building wealth in early adulthood.”

 – Christine Blake
CEO
Cardinal Credit Union