Relationship pricing gaining in popularity among large CUs

WASHINGTON – Nearly three-quarters of credit unions with assets of at least $50 million are either currently using relationship pricing or are planning or considering to the pricing strategy by 2004. The finding from Callahan & Associates’ “Relationship-Based Pricing: The Rewards of Active Membership” study found that 37% of CUs use relationship pricing now; 33% say they will offer it by 2004; and another 22% indicate they are considering using it. Only 8% of the CUs surveyed said they were not interested in using relationship pricing, a strategy that offers assorted benefits such as auto loan discounts, waived checking fees and certificate rate bonuses to a CU’s most loyal members. In addition, when asked what factors are critical to the success of relationship pricing, respondents most frequently cited effective marketing and communications to members and staff, and program simplicity. The report also discusses CU industry financial performance on key measures of active member participation. The study was conducted “to help credit unions learn about how their peers are implementing relationship pricing,” said Callahan.