Millions of consumers have made the switch from banks to credit unions since Bank Transfer Day in 2011. This is good news but places pressure on the credit union industry to meet the needs of both existing members and those migrating from banks. 

Shared branching is an avenue to provide both the convenience that is demanded to achieve primary financial institution status and a means to create new income opportunities.

Data from a 2012 Callahan & Associates study commissioned by CO-OP Financial Services demonstrates that shared branching enhances a credit union's value proposition. There are clear benefits to being a shared branching issuer, meaning credit unions allow their members to visit other locations in the network. However, the study also shows that participating as an acquirer, in which case they handle transactions for guest members in some or all of their facilities, brings additional opportunities for enhancing financial performance.