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“There’s a lot of inertia about switching financial institutions. People tend to leave when they’re upset,” said Mark Meyer, president/CEO of the Filene Research Institute. “Credit unions have to deliver something that is compelling.”

For $227 million Neighborhood Credit Union, that means uncovering every possible route that will lead to where the potential members are, said Carolyn Jordan, senior vice president of retail operations. In addition to looking at traditional demographic information and mapping around current branches to track future population growth, the credit union has targeted the number of financial institutions households are using and researching city planning documents to locate housing developments set to break ground.

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