Credit Unions Need Right Partner For Card Success

We noted with interest the latest polling question about whether credit unions should “stay in the card business” considering the mounting pressures and risks associated with Fraud. The poll is a great idea and the timing is right on target! To us, however, the question is not whether a credit union should be in the credit card business-they definitely should! The question is really “how should they be in the business”-as an issuer or as an agent. Members clearly want and need a card offering from their credit union and no credit union can afford to have their relationships with members exposed, especially to an aggressive outside issuer who has the scale, motivation and tools to potentially develop a deeper relationship with that member. We have found from speaking with many hundreds of credit unions all across the country that the barriers to success are consistent and include resource limitations and expertise along with aversion to risk including fraud. One solution clearly has to be a portfolio partnership not just with any issuer, but the right issuer, an issuer who will truly partner with the credit union to deliver a highly competitive and differentiated offering with the name and brand of the credit union. Steve Fuld Senior Vice President Kessler Group Boston