WASHINGTON- A new Callahan and Associates report finds that the human interaction and outreach that occur in physical branches are critical factors in the future growth and success of credit unions. The report, A Brave New Brick-And-Mortar World, provides case studies to illustrate a variety of branching models. “As more credit unions transition to serving broader fields of membership, having a visible presence in the market in the form of branches is key to reaching new members,” said Callahan Executive Vice President Jay Johnson. He adds that although automated systems like the ATM and online home banking fill definite needs, only a concerned financial officer can provide the assurances members seek with services such as their first car loan or a home mortgage. “Those assurances are best made in person and branches are the primary means through which they are delivered,” said Johnson. For more information on the 28-page executive brief on branching, visit http://www.creditunions.com/research or call (800) 446-7453.

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