Opportunity knocks for credit unions to shine the spotlight on products and services designed to help members become more financially savvy.

A recent BAI/Finacle Banking Confidence Index reveals that in spite of what’s happened to the economy most consumers still trust their primary financial institution but question their financial institution’s concern with their financial well-being.

Of those surveyed, only one out of three respondents said their financial institution understood their financial goals. In addition, the index revealed that the level of trust consumers expressed in their financial services institutions was largely based on how familiar they were with the organization.

Fifty-three percent of respondents who were customers of large national banks said they trust their bank. Trust rose to 63% for clients of regional banks, 82% for customers of community banks, and 83% for those banking at credit unions. Customers of community banks and credit unions were likely to recommend those institutions by a measure of 72% and 76% respectively.