Baby boomers, the ubiquitous post-World War II generation that changed the way America thought, worked, played and conducted business, is in the throes of entering retirement. Yet they are still financially active, and credit unions that know how to reach them have the best chance of benefitting from their relationships with this still dominant member demographic. 

Charles Spilman knows that baby boomers constitute almost half the share certificate and mortgage business at United Federal Credit Union in St. Joseph, Mich. But Spilman, director of product planning and card services at the $1.8 billion institution, has no intention of creating a separate portfolio of products and services for his boomer members.           

"We've been designing and offering products for boomers for decades, but we don't specifically target boomers with programs," Spilman said. "Our approach has been to meet the needs of each individual member by having a broad range of products."