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.

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including Law.com and GlobeSt.com.

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including TreasuryandRisk.com and Law.com.

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.