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THE WOODLANDS, Texas – With the growing number of community charters granted and the adoption of underserved areas, credit unions now have another resource that taps into how their competitors are doing in those new areas. D. Hilton Associates Inc., a credit union consulting firm best known for its executive recruiting, has launched its DHA Market Share Report, which tracks market share in a credit union’s local area on a quarterly basis. The report will capture share in the following areas: total assets; checking accounts; money market accounts; retail deposits; mortgages; car loans; consumer loans; credit cards; and lines of credit. The new offering also aims to identify any competitors that may be “successfully” eroding a credit union’s market share, said Brian Kidwell, vice president of DHA’s Strategic Research Practice. The report will also monitor advertising effectiveness and scoring performance for variable pay plans and identify market leaders and weak performers in the local market, according to DHA. “Fifteen percent growth for a particular product may seem impressive, but if the rest of your local competition averaged 30 percent growth, you really didn’t do well,” Kidwell said. Kidwell acknowledged that there are many sources available to compare a credit union to others around the nation, “but none captures the performance of state and local banks in the local market, which are a credit union’s true competitors.” DHA President David Hilton said with so many credit unions converting to community charters and adding large underserved areas, knowing the landscape is even more critical. “Credit unions are finding it more necessary than ever before to understand how the bank down the street does business and how well it is succeeding,” Hilton said. “If we limit our view of the competition only to other credit unions, we’re not really looking at the competition at all.” [email protected]

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