How deep is your credit union relationship with its members?
Credit Unions want to build a deep relationship with their members. It is beneficial and most cost-effective for a credit union to get an additional account from an existing member in comparison to a new member. Therefore, they spend significant efforts in building a close relationship with their members.
There are many measures to measure the depth of a relationship e.g.
- The number of accounts that a member has with your credit union.
- The number of services that a member has enrolled for and actively using.
- The total dollar value of the average asset per member-managed by a credit union.
- The share of the wallet that the member is trusting the credit union with.
- Etc.
In this article, we will focus on the total number of accounts a member has with a credit union. We looked at the total deposit accounts, and loan/lease accounts for credit unions with assets more than $500M from Call 5300 report. Also, this list includes the Return on Asset (ROA) measure for the credit union. We see that the average ROA for the top 50 CUs is more than that of the bottom 50 CUs.
Here is the list of Top 50 Credit Unions with the highest accounts per member.
| RANK | CREDIT UNION NAME | TOTAL ASSETS | ACCOUNTS PER MEMBER | RETURN ON ASSETS (ROA) | URL |
| 1 | JEFFERSON FINANCIAL | $882,183,062.00 | 6.52 | 0.24 | https://my.jeffersonfinancial.org/ |
| 2 | DEERE EMPLOYEES | $1,131,129,590.00 | 4.91 | 0.77 | http://www.deereemployeescu.com |
| 3 | FIRST COMMUNITY | $850,202,587.00 | 4.32 | 0.95 | https://www.myfccu.com |
| 4 | POLICE & FIRE | $5,628,622,249.00 | 4.21 | 1.40 | http://www.pffcu.org |
| 5 | ABBOTT LABORATORIES | $817,233,841.00 | 4.02 | 1.07 | https://www.alecu.org/ |
| 6 | GTE | $2,205,233,765.00 | 4.01 | 0.84 | http://www.gtefcu.org |
| 7 | ARIZONA CENTRAL | $525,110,049.00 | 3.85 | 1.70 | http://www.azcentralcu.org |
| 8 | NUMERICA | $2,515,179,551.00 | 3.77 | 1.06 | http://www.numericacu.com |
| 9 | Valley Strong | $1,797,260,753.00 | 3.70 | 0.95 | https://www.valleystrong.com/ |
| 10 | FAIRWINDS | $2,670,383,320.00 | 3.69 | 1.47 | http://www.fairwinds.org |
| 11 | COMMUNITY CHOICE | $1,163,543,545.00 | 3.65 | 0.64 | http://www.communitychoicecu.com |
| 12 | FIREFLY | $1,379,123,618.00 | 3.47 | 0.70 | http://www.fireflycu.org |
| 13 | CENTRAL MINNESOTA | $1,201,921,676.00 | 3.46 | 1.18 | http://www.mycmcu.org |
| 14 | VERIDIAN | $4,348,222,201.00 | 3.43 | 1.24 | http://veridiancu.org |
| 15 | SUMMIT | $3,689,604,395.00 | 3.39 | 1.18 | http://www.summitcreditunion.com |
| 16 | FIREFIGHTERS FIRST | $1,488,661,702.00 | 3.39 | 0.56 | http://www.firefightersfirstcu.org |
| 17 | VERVE, A CREDIT UNION | $999,725,682.00 | 3.38 | 0.84 | https://www.verveacu.com |
| 18 | KEESLER | $3,038,778,779.00 | 3.38 | 1.01 | http://www.kfcu.org |
| 19 | INSIGHT | $553,070,989.00 | 3.37 | 0.50 | http://insightcreditunion.com |
| 20 | PENNSYLVANIA STATE EMPLOYEES | $6,284,723,902.00 | 3.33 | 0.83 | http://www.psecu.com |
| 21 | UNIVERSITY OF WISCONSIN | $3,331,480,865.00 | 3.32 | 1.36 | http://www.uwcu.org |
| 22 | ROGUE | $1,697,279,357.00 | 3.30 | 1.42 | http://www.roguecu.org |
| 23 | MICHIGAN STATE UNIVERSITY | $4,730,630,110.00 | 3.29 | 0.79 | http://www.msufcu.org |
| 24 | LAFAYETTE | $681,421,281.00 | 3.28 | 0.27 | http://www.lfcu.org |
| 25 | DOW CHEMICAL EMPLOYEES' | $1,766,989,637.00 | 3.25 | 0.49 | http://www.dcecu.org |
| 26 | DEPARTMENT OF COMMERCE | $529,367,513.00 | 3.25 | 0.35 | http://www.docfcu.org |
| 27 | BAXTER | $3,921,402,934.00 | 3.24 | 1.03 | http://www.bcu.org |
| 28 | HONDA | $881,507,956.00 | 3.24 | 0.49 | http://www.hondafcu.org |
| 29 | ATLANTA POSTAL | $2,165,395,512.00 | 3.23 | 0.69 | http://www.apcu.com |
| 30 | THE FIRST FINANCIAL | $604,385,246.00 | 3.22 | 0.62 | http://www.ffcu.org |
| 31 | APCI | $612,358,721.00 | 3.21 | 0.27 | https://www.apcifcu.org |
| 32 | SCHOOLSFIRST | $16,761,721,612.00 | 3.21 | 1.08 | https://www.schoolsfirstfcu.org |
| 33 | FREEDOM | $997,441,154.00 | 3.20 | 1.37 | http://www.freedomcu.org |
| 34 | BLACK HILLS | $1,418,351,760.00 | 3.20 | 0.75 | http://www.blackhillsfcu.org |
| 35 | SHARONVIEW | $1,627,129,250.00 | 3.19 | 0.45 | http://www.sharonview.org |
| 36 | WESCOM CENTRAL | $3,690,408,153.00 | 3.18 | 0.91 | http://www.wescom.org |
| 37 | COMMONWEALTH | $1,388,017,729.00 | 3.17 | 1.03 | http://www.ccuky.org |
| 38 | FIRST SOURCE | $656,260,739.00 | 3.16 | 1.10 | http://www.fsource.org |
| 39 | HOUSTON POLICE | $751,409,471.00 | 3.15 | 1.32 | http://www.hpcu.coop |
| 40 | MEMBERS FIRST | $535,640,849.00 | 3.14 | 0.76 | http://www.mfcu.net |
| 41 | 1ST ADVANTAGE | $728,598,147.00 | 3.13 | 1.14 | http://www.1stadvantage.org |
| 42 | VIBRANT | $809,154,872.00 | 3.12 | 0.62 | http://www.vibrantcreditunion.org |
| 43 | IQ | $1,217,729,327.00 | 3.11 | 1.20 | http://www.iqcu.com |
| 44 | WESTBY CO-OP | $553,187,813.00 | 3.10 | 1.71 | http://wccucreditunion.coop |
| 45 | KEMBA FINANCIAL | $1,471,926,781.00 | 3.10 | 1.18 | http://www.kemba.org |
| 46 | GREATER IOWA | $537,721,451.00 | 3.10 | 0.77 | http://www.greateriowacu.org |
| 47 | ATLANTIC REGIONAL | $748,758,861.00 | 3.09 | 0.46 | http://atlanticfcu.com |
| 48 | RIVERMARK COMMUNITY | $869,108,235.00 | 3.09 | 1.51 | http://www.rivermarkcu.org |
| 49 | EMPOWER | $1,954,366,997.00 | 3.08 | 1.21 | http://www.empowerfcu.com |
| 50 | AFFINITY PLUS | $2,399,511,832.00 | 3.08 | 1.11 | http://www.affinityplus.org |
Here are the Top 50 credit unions with the lowest accounts per member.
| RANK | CREDIT UNION NAME | TOTAL ASSETS | ACCOUNTS PER MEMBER | RETURN ON ASSETS (ROA) | URL |
| 1 | AMERICA'S CREDIT UNION, A | $570,390,168.00 | 1.36 | -0.29 | http://www.youracu.org |
| 2 | WHITEFISH CREDIT UNION ASSOCIATION | $1,543,961,013.00 | 1.40 | 0.70 | http://www.whitefishcu.com |
| 3 | HAWAIIAN FINANCIAL | $673,241,623.00 | 1.44 | 0.90 | http://www.hificu.com |
| 4 | CALTECH EMPLOYEES | $1,795,377,601.00 | 1.49 | 0.42 | http://www.cefcu.org |
| 5 | THE PEOPLES | $516,867,627.00 | 1.54 | 0.92 | http://www.peoplescu.com |
| 6 | MERIWEST | $1,678,537,853.00 | 1.57 | 0.84 | http://www.meriwest.com |
| 7 | ST. MARY'S | $877,848,446.00 | 1.58 | 0.35 | http://www.stmaryscu.org |
| 8 | FIRST CITIZENS' | $786,774,628.00 | 1.62 | 0.37 | http://www.firstcitizens.org |
| 9 | CONNEXUS | $2,675,632,087.00 | 1.62 | 1.29 | http://www.connexuscu.org |
| 10 | WEBSTER FIRST | $1,058,543,018.00 | 1.64 | 1.10 | http://websterfirst.com |
| 11 | FINANCIAL CENTER FIRST | $585,536,436.00 | 1.65 | 0.47 | http://www.fcfcu.com |
| 12 | ROCKLAND | $1,944,192,206.00 | 1.66 | 0.94 | http://www.rfcu.com |
| 13 | METRO | $2,092,358,761.00 | 1.67 | 0.64 | http://www.metrocu.org |
| 14 | SELF-HELP | $1,100,500,043.00 | 1.73 | 1.45 | http://www.self-help.org |
| 15 | SALAL | $737,187,549.00 | 1.73 | 1.28 | http://www.salalcu.org |
| 16 | UNIVERSITY & STATE EMPLOYEES | $1,023,696,056.00 | 1.74 | 0.75 | http://www.usecu.org |
| 17 | CENTRIS | $768,592,945.00 | 1.74 | 0.48 | http://www.centrisfcu.org |
| 18 | THRIVENT | $629,553,444.00 | 1.74 | 0.36 | http://www.thriventcu.com |
| 19 | CEDAR POINT | $553,382,761.00 | 1.76 | 0.69 | http://www.cpfcu.com |
| 20 | INTOUCH | $812,748,821.00 | 1.76 | 0.72 | http://www.itcu.org |
| 21 | KEYPOINT | $1,295,121,597.00 | 1.78 | 0.27 | https://www.kpcu.com |
| 22 | SELF-HELP | $1,205,557,507.00 | 1.79 | 1.04 | http://www.self-helpfcu.org |
| 23 | CREDIT UNION ONE | $1,487,657,639.00 | 1.82 | 0.64 | http://www.cuone.org |
| 24 | CHRISTIAN COMMUNITY | $694,353,963.00 | 1.83 | 0.68 | https://www.mycccu.com/ |
| 25 | ARROWHEAD CENTRAL | $1,491,798,538.00 | 1.84 | 1.11 | http://www.arrowheadcu.org |
| 26 | GREENWOOD | $580,204,942.00 | 1.86 | 0.51 | http://www.greenwoodcu.org |
| 27 | CALIFORNIA | $3,190,811,816.00 | 1.86 | 0.99 | http://www.californiacu.org |
| 28 | GFA | $542,746,083.00 | 1.87 | 0.55 | http://gfafcu.com |
| 29 | FEDEX EMPLOYEES CREDIT ASSOCIATION | $525,924,218.00 | 1.87 | 0.67 | http://www.fecca.com |
| 30 | SAN FRANCISCO FIRE | $1,396,330,282.00 | 1.87 | 0.65 | https://sffirecu.org/ |
| 31 | FINANCIAL PARTNERS | $1,503,278,090.00 | 1.89 | 0.49 | http://www.fpcu.org |
| 32 | STATE FARM | $4,289,613,080.00 | 1.90 | 0.64 | http://www.statefarmfcu.com |
| 33 | QUALSTAR | $630,256,090.00 | 1.90 | 1.53 | http://www.qualstarcu.com |
| 34 | CONNECTICUT STATE EMPLOYEES | $1,930,928,418.00 | 1.90 | 0.23 | http://csecreditunion.com |
| 35 | COMMUNITY FIRST | $546,009,212.00 | 1.91 | 0.95 | http://www.comfirstcu.org |
| 36 | SAN MATEO | $1,162,159,548.00 | 1.91 | 1.36 | http://www.smcu.org |
| 37 | LBS FINANCIAL | $1,534,622,789.00 | 1.92 | 0.70 | http://www.lbsfcu.org |
| 38 | ST. ANNE'S OF FALL RIVER | $1,017,134,865.00 | 1.92 | 0.52 | http://www.stannes.com |
| 39 | EVANGELICAL CHRISTIAN | $715,897,899.00 | 1.92 | -0.94 | http://www.eccu.org |
| 40 | HORIZON | $1,121,213,458.00 | 1.92 | 1.18 | http://www.hzcu.org |
| 41 | HICKAM | $619,322,852.00 | 1.93 | 0.50 | https://www.hickamfcu.org |
| 42 | DFCU FINANCIAL | $4,903,175,577.00 | 1.94 | 1.12 | http://www.dfcufinancial.com |
| 43 | TECHNOLOGY | $3,045,579,402.00 | 1.95 | 1.04 | http://www.techcu.com |
| 44 | FIRST SOUTH FINANCIAL | $620,980,432.00 | 1.96 | 2.19 | http://www.firstsouth.com |
| 45 | UTILITIES EMPLOYEES | $1,240,523,705.00 | 1.96 | 0.71 | http://www.uecu.org |
| 46 | USC | $592,035,693.00 | 1.97 | 0.87 | http://www.usccreditunion.org |
| 47 | NEW ENGLAND | $1,415,179,636.00 | 1.97 | 0.85 | http://www.nefcu.com |
| 48 | TEXANS | $1,606,022,803.00 | 1.99 | 1.57 | http://www.texanscu.org |
| 49 | LEOMINSTER | $707,476,968.00 | 2.00 | 0.46 | http://www.leominstercu.com |
| 50 | WORKERS | $1,871,285,751.00 | 2.01 | 0.88 | http://www.wcu.com |
As you start looking to deepen your relationship with your members, here are some upcoming CULytics events designed to help you.
- CULytics Webinar - https://events.culytics.com/MktAuto on Marketing Automation Opportunities and Challenges where leaders from the most progressive CUs are going to share their stories using marketing automation tools.
- CULytics Webinar on Automation Processes - https://events.culytics.com/automation that will explain how Automation can help your credit union manage the workload being faced post-COVID-19.
- CULytics Marketing Automation Solutions Demo Day https://events.culytics.com/mktg-solutions , where the leading marketing automation solution providers are going to share their product insights and answer critical questions in a safe forum with no pressure.
- CULytics is hosting a workshops that are professionally organized, with practical business knowledge to address your actual business challenge where we are going to share tools and worksheets to help you be successful with member onboarding.
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