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America First is Among First with Picture Perfect Cards

OGDEN, Utah - The $3.1 billion America First Credit Union is among the first financial institutions in the country to begin offering its 375,000 members Picture Perfect credit and debit cards, cards which have members' pictures of family, friends, or whatever they want on them. "Since we have only started...

By David Morrison | Updated on January 17, 2006

OGDEN, Utah – The $3.1 billion America First Credit Union is among the first financial institutions in the country to begin offering its 375,000 members Picture Perfect credit and debit cards, cards which have members’ pictures of family, friends, or whatever they want on them. “Since we have only started rolling these out last month, we are only offering them on credit cards for now,” explained Richard Syme, senior vice president with the CU. “But we expect to start putting them on debit cards too.” The fact that the credit union issues its own cards to its combined 350,000 card member base, made the option available to the CU, which began considering it about 18 months ago, Syme said. Eventually America First will offer the same cards on pre-paid cards, something that Syme expects to be especially popular. The process takes place on the Web. A member goes to the CU’s Web site and clicks on a module that lets them upload a picture and then position it over the card body, where they can adjust it, crop it, zoom in on it and even superficially edit it before they order it. Issuing their own cards means that the member can pick the card up at their nearest branch much faster than they could get it by mail, Syme explained. Currently, the credit union allows its members to change photos on the cards, which means issuing a new card, for free as part of an introductory period. But Syme said sometime next month the credit union would begin letting its members have their first photo card for free and then charging $5 for additional cards. He said about 7,000 members have taken advantage of the cards so far and that he has already had members come up to him to show him the pictures on their cards. “It’s like affinity marketing taken to a new level,” he observed, “not only is the card tied to an organization or sports team you like, it’s tied right to you or your loved ones.” [email protected]

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