As we emerge from turbulent economic times, the desire to return to sustained portfolio growth has been a clear trend in mature credit markets.

Prior to the economic downturn, credit unions and other financial institutions met this objective with aggressive marketing offers to attract new customers and members through loan acquisitions. Today, however, they are increasingly looking to deepen their relationships with existing customers in order to better serve them.

By identifying the needs of existing customers and matching them to individual credit risk and affordability, effective  cross-sell strategies that link the needs of the individual to risk and affordability can ensure that portfolio growth can be achieved while simultaneously increasing customer satisfaction and promoting loyalty. This can lead to deeper and more valuable customer relationships.