SANTA CLARA, Calif. — What riles Juli Ann Callis is not all the people she's hearing from about her credit union's groundbreaking presence on social utility giant Facebook, it's who she's not hearing from.

"The banks are calling. I'm not hearing that much from credit unions, and you can quote me on that," said the executive vice president and chief operating officer of KeyPoint Credit Union, an $846 million, 63,000-member CU serving the heart of high-tech Silicon Valley.

While the Facebook application is getting much of the attention, it's just part of the picture at KeyPoint. The credit union also offers mobile banking, banking by text message and traditional online banking and branch services. (In fact, it's the emergence of secure new channels such as text messaging and mobile banking that online banking could even carry an adjective like traditional.)