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Aggressively seeking the membership of small businesses has not traditionally been a strategy for most credit unions. In fact, though financial institutions of all types and sizes increasingly recognize the potential revenue associated with winning the business of this segment, only approximately 8% of U.S. small businesses consider a credit union to be their primary institution. Several opportunities exist, however, for the 45% of credit unions that Aite Group estimates are likely to adopt a more commercially focused strategy during 2010.

Peter Westerman

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