CoVantage CU Focuses on Becoming PFI to Drive Membership Growth

ANTIGO, Wis. — There’s no magic formula when it comes to meeting members’ needs, but finding ways to bring value to their financial lives has helped CoVantage Credit Union to consistently rank high in the “return to member” category. Measuring the value that members receive from their credit unions is tied to lending, savings and product usage, according to Callahan & Associates, Inc., which developed its Return to Member Index more than a decade ago. The index provides a raw score for the three usage areas and assigns a percentile ranking from one to 100 based on the scores of the other credit unions in their peer group. The final ROM score is a weighted average of these percentile rankings that is then assigned a percentile rank using the same peers.

CoVantage ranked sixth in the nation among credit unions in the $500 million to $1 billion asset category with a total raw score of 87.93 as of Dec. 31, 2006, according to Callahan. Beyond the numbers, the $575 million CU is constantly seeking out ways to add value without increasing fees, said Brian Prunty, president/CEO of CoVantage.