Credit unions have an enormous opportunity to increase their reach by better explaining themselves to non-members and weakly connected members, according to a study from CUNA Mutual Group.
One out of four people do not identify themselves as credit union members even though they have at least one credit union loan, account or other product, according to CUNA Mutual Group's annual TruStage What Matters Now consumer research report.
"We were surprised by the number of credit union members who don't actually identify themselves as members," said Susan Sachatello, senior vice president of TruStage, CUNA Mutual Group's consumer brand.
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