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INDIAN WELLS, Calif. — Credit unions wanting to elevate their lending programs should differentiate themselves by being innovative beyond product offerings, said Judy Tharp, vice president, Lending Solution Development for CUNA Mutual Group. Tharp addressed credit union leaders during CUNA Lending Council’s annual conference.

Tharp said that credit unions should move more toward selling the experience rather than just the product including being at the point-of-sale, lending deeper beyond the best credit scores and completing transactions quickly through use of technologies such as online decisioning.

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