ST. PETERSBURG, Fla. – Gary Raddon, Chairman of the Raddon Financial Group carried his message that credit unions can and should be profitable card issuers to the PSCU attendees, reminding them of the benefits of segmenting their cardholding membership and promoting right credit card or debit card products to the right member, according to PSCU. Raddon pointed out that the key challenge credit union card issuers face today is getting their card to top of wallet, since households have so many cards from which to use. Raddon urged credit union debit issuers to use rewards program and other incentives to drive debit usage and increase profitability of debit. Debit transactions now account for one in every three in-store purchases, according to Raddon. Some of Raddon's other suggestions included recognizing the differences between cardholders who will carry a balance, whose primary revenue will come from finance charges, and cardholders who pay off their cards often whose primary revenue will come from card interchange.