For decades, banks and credit unions have organized their products, underwriting, and service models around a single assumption: income is predictable, consistent, and comes from one employer. But the U.S. economy has changed faster than the banking system that serves it. Today, more than 70 million Americans earn income outside of a traditional job — freelancing, contracting, consulting, creating, caregiving, designing, building, trading, or driving. Millions of them earn six figures. And yet, most banks still treat them as anomalies rather than opportunities. This is the most overlooked growth market in banking. And intelligent banks & credit unions will be the ones who move first. A New Majority, not a Side Hustle The independent workforce has nearly doubled in the past decade. It now includes designers, software developers, content creators, Etsy sellers, licensed tradespeople, travel nurses, real estate photographers, fractional CFOs, and even Uber drivers. According to MBO Pa...
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