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It may be hard to forecast how much revenue can be generated from a credit union’s investment program but that first meeting the member has with an adviser may lay some groundwork.

Credit unions continue to work on increasing member penetration for investment services. The composition of the investment book, experience of financial advisers, referral program success, management support, marketing initiatives and member retention are just a few of the factors that will determine the ability to increase membership penetration and increase revenue from the existing book of business, said Mark Hoaglin, president/CEO of Above the Crowd Business Development Group, a San Diego-based credit union consultation firm.

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