Outsiders might wonder how credit unions manage to serve two demanding masters. How can financial cooperatives dedicated to serving their members survive in a competitive culture which requires them to sell a minimum number of products and services?
Easily, responded four leading credit union executives, provided the credit unions make sure they put the needs of their members first.
"You're quite right to recognize the apparent tension," said Tony Ward-Smith, a longtime credit union consultant who introduced the concept of rating credit unions by the numbers of products and services their members use.
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