SANTA ROSA, Calif. — The $1.6 billion Redwood Credit Union has been posting strong numbers to its credit card portfolio for three years running now. The credit union, which processes its card transactions with PSCU Financial Services, had 23% growth in its outstanding card balances in 2005, 28% in 2006 and appears set to post at least 19% in 2007.

The credit attributed the shift from a lackluster account portfolio to a stronger one to moving the card program into its consumer lending portfolio to treat the program as a more mainstream consumer lending product. The consumer lending staff also worked to make the card program more attractive, working with PSCU to craft low interest offers for balances transfers, and a cash back activation program and automatic credit approval for all consumer loan and mortgage applicants.

"Our primary focus is on serving our members and offering them the best Visa program available. Members have responded well to our ongoing series of promotions that remind them about the advantages we offer. In order to achieve top-of-wallet status, you first have to gain top-of-mind awareness," said Darrin Logasa, the credit union's senior vice president of Consumer Lending Services.