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Be More Than Vanilla to Stand Out From Competitors

Credit unions eager to improve investment programs should focus on awareness, credibility and integration.

By Valorie Seyfert | Updated on April 16, 2014
CUSOs have a natural affinity with credit unions; we are both service organizations and are philosophically and culturally aligned, unlike traditional brokerages and Internet financial services firms.

Although many credit unions are interested in developing active investment programs that add noninterest income to their bottom lines, the ones we work with also perceive investment programs as a valuable and important service to provide to members. It’s about the members in addition to the financial contribution.

Let’s face it, the products sold by broker-dealers including mutual funds, stocks, bonds, and other investment vehicles, are all about the same, so what matters is the value we add to that such as relationship and service support, tools and programs designed specifically for the credit union including the financial education of the member.

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