The $340 million Call Federal Credit Union, winning formal NCUA approval to convert to a community charter serving 800,000 Virginia residents, is bolstering its brand to emphasize household family finance and young people, according to its president/CEO Roger Ball.
Commenting last week on the charter expansion, Ball said the fact that Richmond has three other CUs with community charters is not discouraging Call from pursuing its FOM reach into Richmond and the counties of Henrico, Hanover and Chesterfield.
"We feel our niche and expertise has been household family and auto loans and we believe we are on target for a 5-8% membership increase by sticking to this kind of branding strategy," said Ball.
Call FCU, which has four branches including one in Concord, N.C., served the former employees of the Philip Morris tobacco firm and has no current interest in business lending preferring to stick to its controlled growth pace, said Ball.
Other Richmond CUs with community charters include Connects FCU, DuPont Fibers FCU and Partners Financial FCU.