Community Chair

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.

  1. 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.
  2. 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.
  3. 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.
  4. 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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