What is a credit union? Each organization has their own terminology to describe what they provide to members, much of it similar to other credit unions. There’s the standard definition: credit unions are member-based, not-for-profit co-operatives providing financial services. But, what is a credit union? This in fact is probably one of the most difficult marketing challenges credit unions face today.

With so much competition from community banks, larger-national banks as well as other credit unions, consumers still don’t necessarily understand the difference between a bank and a credit union. If consumers really know what a credit union is, why wouldn’t they become members? What’s more, if they do grasp the meaning of what a credit union is, they may not necessarily understand many credit unions have broad fields of membership.

Complete your profile to continue reading and get FREE access to CUTimes.com, part of your ALM digital membership.

Your access to unlimited CUTimes.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical CUTimes.com information including comprehensive product and service provider listings via the Marketplace Directory, CU Careers, resources from industry leaders, webcasts, and breaking news, analysis and more with our informative Newsletters.
  • Exclusive discounts on ALM and CU Times events.
  • Access to other award-winning ALM websites including Law.com and GlobeSt.com.

Already have an account?


© 2023 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Dig Deeper


Credit Union Times

Join Credit Union Times

Don’t miss crucial strategic and tactical information necessary to run your institution and better serve your members. Join Credit Union Times now!

  • Free unlimited access to Credit Union Times' trusted and independent team of experts for extensive industry news, conference coverage, people features, statistical analysis, and regulation and technology updates.
  • Exclusive discounts on ALM and Credit Union Times events.
  • Access to other award-winning ALM websites including TreasuryandRisk.com and Law.com.

Already have an account? Sign In Now
Join Credit Union Times

Copyright © 2023 ALM Global, LLC. All Rights Reserved.