They are the $174 million Boston Firefighters CU of Dorchester, Mass., the $1.4 billion Genisys CU of Auburn Hills, Mich., the $645 million Liberty Bay CU of Braintree, Mass., the $2.9 billion San Antonio Federal Credit Union in Texas, and the Burlington, Mass., EasCorp said. EasCorp Signs Five CUs for Mobile Banking
By Alisha Crafton For years, credit union marketing has been built around a familiar formula: understand your members, segment your audiences, develop targeted campaigns, and deliver the right message through the right channel to the right audience. Although that approach still matters, it is relationships that serve as the foundation of the credit union model. The challenge for every credit union is that member expectations, competitive pressures, and technological capabilities are changing rapidly. Members increasingly expect financial institutions to understand their needs, anticipate life events, and provide relevant guidance at the right moment. Meeting those expectations requires more than better campaigns. It requires better decision-making. The future of credit union growth will not be defined by who can create more content, launch more campaigns, or automate more emails. It will be defined by which institutions can interpret information more effectively, identify opportun...
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