Being a member's primary financial institution brings with it tremendous market penetration, market share and bottomline benefits. For virtually every financial service examined in CUNA's National Member Survey, members who consider the credit union to be their PFI are two to seven times as likely, depending on the service, to have obtained that service at the credit union rather than another provider. The study also showed that being chosen as a member's PFI serves as the second-strongest factor in yielding a "truly loyal" member. Only 15% of members who choose a bank as their PFI end up being "truly loyal" to their bank. Forty-three percent of members consider their credit union to be their PFI–up ever so slightly from previous years. Banks still remain as members' leading source of financial services.