Concierge banking is usually for the rich and famous at the high-end banks. Alamo Federal Credit Union doesn't see it that way. They want their members to feel pampered and taken care of. Alamo FCU is going the extra mile to take members beyond satisfaction to elation—literally.

The $44 million credit union in San Antonio started a personal concierge banking program. This small credit union will send a representative out to a member's office or home or wherever it's convenient to open accounts or help complete a loan application. Wisely, the concierge will not carry cash, but he or she will be able to assist with switching over current accounts at other financial institutions to Alamo FCU.

CEO Max Villaronga stated in the credit union's press release, "With Alamo FCU, you don't wait on us, we wait on you." That statement is exactly the point; it gets at the crux of credit union philosophy and running a solid business. It represents a true members-lead-the-business attitude and it demonstrates that size is not an excuse for not generating creative solutions. In fact, it should be easier without the bureaucracy a larger credit union might have.