MONTEREY, Calif. — Given their influence, assets, spending power and profit potential, baby boomers are worth attracting and retaining, according to a credit union industry expert.

Heather Thiltgen, vice president of Consumer Segment Programs at CUNA Mutual Group, told attendees today at the California-Nevada Credit Union League’s Big Valley Educational Conference that baby boomers are influential with 78.2 million strong as the largest generation in U.S. history. They’re also rich with $46 trillion in assets, $17 trillion in investable assets, $3 trillion in spending power, $750 billion in discretionary income and $489 billion in annual individual retirement account rollover dollars.

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