OMAHA, Neb. – Corporate credit unions continue to buck their billing as being primarily in the payment processing and liquidity business. At CUNA's recent Governmental Affairs Conference, the $150 million Nebraska Corporate FCU made a splash with an exhibit hall booth debuting its new CUSO, Credit Union Enterprises. "About eight months ago, Nebraska Corporate started a CUSO whose sole purpose is to develop and make available CRM products tailored to credit unions," said Mike Keim, president of Nebraska Corporate."This is kind of unique to corporates. There have not been big forays into this area." That area is CRM, or MRM in the CU industry. It is a hot topic for any credit union, at any credit union conference and just about any other industry. Credit unions are continually looking for ways to better manage their relationships with members to penetrate them with more products. It's no secret credit unions are trying to increase profitability per member. Credit Union Enterprises partnered with Paradigm Solutions, Omaha, to create a CRM solution targeted specifically for credit unions. Paradigm Solutions has such large financial services clients as Ameritrade and Wells Fargo. "We spent the last eight months taking their technology and developing a product specifically for credit unions. Every feature is credit union-specific," said Nancy O'Brien, president of Credit Union Enterprises. Unlike many CUSO leaders, who come from the credit union that started the CUSO, O'Brien is from the outside. She was the owner of a credit union marketing/consulting business before segueing into this job. O'Brien said the new CUSO isn't looking to do this on its own. It's hoping to mirror what some other corporates have done to successfully market products nationally – form marketing agreements with corporates throughout the nation. Corporate One FCU has had a lot of success doing this with its SimipliCD program, and Mid-Atlantic Corporate FCU has done it with electronic bill payment. O'Brien said the CUSO is in serious discussions with about seven corporates for marketing agreements. Its MRM solution, known as CUE121, has five data marts, is delivered in ASP mode and allows credit unions to manage MRM campaigns with members. Keim said the $150 million corporate is looking for nontraditional revenue streams. "I don't think there's any question that the competitiveness of the network has increased. That's not the driving force behind this. Our intention is to look for nontraditional sources of revenue. We want to make it clear that we have no intention of directly selling to other corporates' members," he said. Not stepping on the toes of other corporates is why the corporate hopes to form marketing agreements with other corporates and have them reach out to their member CUs with this MRM solution. [email protected]