The board and management at Truliant Federal Credit Union often talk about meeting Truliant's top priority: improving the financial well-being of 190,000 members.
Cutting across all organizational lines within the $1.5 billion Winston-Salem, N.C.-based leadership ranks, the message conveyed that providing members with needed products and services is the mission. And that also means, in the Truliant view, that the credit union recognizes that not all member relationships are immediately profitable.
"Whenever we recruit potential new members for our board, we make sure they understand serving the member is all important. And we remind them we don't have a product-push driven culture here," explained Gregory W. Thrush, the veteran chairman of the Winston-Salem credit union and a director since 1994.
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