Credit union lending is booming and the positive trend is expected to continue in 2018, according to the chief economist for CUNA Mutual Group. According to Steven Rick, who also is a director for the Madison, Wis.-based company, credit union loan balances rose 0.7 percent in January – an improvement over the 0.6 percent pace reported in January 2017, and an increase of 10.9 percent during the last 12 months.
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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