A few years back, a bit of stagnation had crept into Desert Schools Federal Credit Union's consumer direct lending program.
The $3.8 billion Phoenix cooperative knew it was time to shake some things up, Cathy Graham, vice president of marketing said. One of those strategies included targeting auto refinance qualifications to members.
"We started to see it pick up about six years ago. The efforts were really successful based on the markets in our marketplace," she recalled. "We were seeing some nice volume but we were just going to our members."
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