Wanting to create relationships and future opportunity in the 18-to-24-year-old demographic group a group of credit union executives kicked off a brainstorming session with the phrase, "Well, I think they would like..."

The financial services industry and particularly credit unions are at a crossroads right now. Many toss the term crossroads around every time a tweak occurs, but current circumstances are exactly what the word was created for.

Credit unions that don't consider their gay, lesbian and transgendered members are missing out on a huge opportunity. So said Thomas Bowen, operations project coordinator at the $100 million Money One Federal Credit Union.