You do what?’ is a common question asked by members when they learn that investment services are available at their credit union. Although these services have been offered in financial institutions since 1981, many credit unions have been slow to embrace the programs, with only 16% of credit unions having offered investment programs for 15 years or more, according to Callahan & Associates’ 2010 Credit Union Retail Investment Services Study.

If we agree that investment advice is an important service for members, how do we make sure that they are taking advantage of it? First, credit unions need to commit to offering the program; it must be a core product. This needs to come from the top down, with senior management making it clear to the staff that it’s an important component of the services provided. The establishment of a referral program that recognizes and compensates for qualified referrals illustrates the commitment of a credit union to the success of the program.

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

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

  • Critical 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 and

Already have an account?


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 and

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

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