Any visitor to United Services headquarters is taken aback by the display of flags representing 28 countries hanging in the lobby with a smaller number in the CU's three branches.

"I read about a flag display in some Texas credit union and I thought 'what a clever way to show our diverse membership' by displaying the flags in each of our locations," said Roth.

Now members frequently ask the CU to put up new flags from their home country and "they tell us that no one else in the community acknowledges their country of origin," he said, adding, "We've had members moved to tears."

In a separate move last May, United Credit Union agreed to help provide financial services to the 80-employee Industries for the Blind, one of the only firms of its kind in the Southeast doing government contract work.

"They are doing the typing for us but we are in the process of putting all of their loan and deposit documentation into Braille," said Roth noting the firm is now a SEG. United got involved with Industries for the Blind when it received a solicitation to put advertising on one of their vehicles.

"We thought it was not a bad idea and we now have a nice working relationship with this group," said Roth adding that an ATM has recently been set up on the site and though a loss leader it has proved to be a much appreciated employee convenience.

Meanwhile, United has been charting new ground by offering vehicle loans to problem borrowers with bankruptcy records. "We don't lend if they have filed for Chapter 13 but it is a portfolio that we watch carefully. Our redemption lending program has proved productive," said Roth.

United has several key requirements for the $10,000-$15,000 loans including a ban on vehicles with more than 100,000 miles plus the borrower must have a job.

"We work with debtors' attorneys to determine the value of the vehicle and submit the documentation to the court for approval," said Roth.

United looks at this $1 million portfolio as one in which the CU is serving its mission "of helping people get back on their feet."

The Asheville CU got into redemption loans, said Roth, after hearing a Raleigh attorney recount the value and opportunities of high-risk credit at a chapter meeting of the North Carolina Credit Union League.

"This has been an income producer for us at a time of tight margins," said Roth noting that since the program began in 2005 "we've had two chargeoffs and maybe a couple repossessions." The loans have a maximum 48-month term.

Roth, who previously worked in back office operations at banks in Boston and Chicago, said he is fortunate to have a board that supports such CU loan policies.

"I have a progressive board and chair who look at the opportunities and then carefully evaluate them," said Roth, whose CU has a 18-19% capital ratio.

In the latest area of reaching out to the underserved, United in July opened its third branch in Fletcher, N.C. near a popular flea market catered by a large Hispanic clientele.

The CU is offering home mortgages from the Fletcher location, set up in a converted 1,200 square-foot doughnut shop located on a major highway corridor leading toward Hendersonville.

The CU is providing Fletcher area members unlimited ATM transactions under an arrangement with the Cashpoint system.

All in all, "it's what you might call a sweet deal," joked Roth.