The constant challenge for a credit union is to become and stay a member’s primary financial institution. Marketers use “PFI!” as an impassioned rally cry, yet, what creates a member’s PFI choice is different per individual.

It is difficult to be a PFI for every member based on their specific needs; and in an economy where lending is critical, smaller credit unions often must focus resources on increasing loans. In doing so, some members can be continually offered loans when they are not interested in borrowing.

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