Madison, Wis. – Kevin Lytle, former CUNA vice president of marketing and sales, hopes to help credit unions and other cooperatives increase member loyalty through his new firm, Member Allegiance, LLC. "Mature co-operatives are finding it difficult to build loyalty within its membership," said Lytle. "But loyalty can not be developed in all cooperatives and credit unions, many don't consistently deliver on the credit union principles and values to inspire loyalty from their members." According to Lytle, the firm will provide managerial business practices to build member loyalty. "Members will reward credit unions with greater loyalty only when they feel it has been earned. To earn member loyalty, the entire credit union must be dedicated to it." Member Allegiance will launch a Web site in March that includes examples of cooperative success from around the world. It will also include a chat room for credit unions and cooperatives to share best practices in developing member loyalty.