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In our travels throughout the country, we speak with a wide variety of credit unions about their credit card programs. One theme emerges again and again: the movement is at a crossroads when considering what to do with this important business line. Unfortunately, credit union executives receive conflicting messages about the role of credit cards within their institutions and within the credit union movement as a whole. Listening to this barrage of “chatter” can be time consuming, frustrating and (too often) nearly worthless in helping a busy executive determine what is best for their own credit union and its members.

The topic, though, is too important to ignore. Credit cards are a very important product for your members. When handled properly they can strengthen member relationships and help ensure that you remain their primary financial institution. Fortunately, we see an unprecedented number of credit unions now taking the time to think through their card programs, place them within an organizational framework, and commit the resources required to execute those strategies.

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