Marketplace Newsletter

IN THIS ISSUE:

CO-OP Financial Services Announces MYCO-OP, a New, Highly Intuitive and Secure Portal for Client Credit Unions

Help Your Members Relax and Easily Manage Their Tax Refunds

Where’s My Refund? Tips to Check Refund Status and Late Season Marketing to Members

Design Executive Deferred Compensation Plans that Won’t Handcuff Future Boards

2018 Sprint Reminders

Building Equity for Your Members

"Benmoji" Marketing Materials Are Available Now!

Optimize Growth Opportunities in 2018

Credit Union Launches CUSG's LifeStepsTM Wallet

Upcoming Webinars


Co-Op Logo

CO-OP Financial Services Announces MYCO-OP, a New, Highly Intuitive and Secure Portal for Client Credit Unions

New, Upgraded System Integrates Across the CO-OP Enterprise to Provide One Efficient, Seamless Point of Access to All Applications

CO-OP Financial Services is announcing MyCO-OP, a new client portal that will provide credit unions with secure, universal access to CO-OP applications through a single, highly intuitive user interface.

“As the launching point for all things CO-OP, MyCO-OP will dramatically simplify the way our clients access and use our applications,” said Todd Clark, President/CEO of CO-OP Financial Services. “With MyCO-OP, our clients can access all CO-OP tools and programs with just one username and password. MyCO-OP will make serving members fast, efficient and secure – achieving a key initiative within our digital transformation strategy and tightly integrating the entire enterprise.”

In terms of the efficiency gains of using MyCO-OP by clients, CO-OP’s internal testing indicates that a credit union with 25 users will save a total of 450 employee hours per year. This is 450 hours that a credit union will be able to apply to many other essential purposes, particularly member service.

“MyCO-OP makes things easier for our staff and the multifactor authentication is great,” said Michelle Spencer, Electronic Services Manager of Genisys Credit Union of Auburn Hills, Michigan (www.genisyscu.org), a beta tester of MyCO-OP. 

Combining Security and Simplicity

Using the latest in multifactor authentication and Identity as a Service (IDaaS) security features, MyCO-OP is 2018 PCI 3.2-compliant, meeting the industry’s most stringent requirements for securing member accounts and data. Once authenticated by the system, clients can view all CO-OP applications on one screen for optimum convenience. Launching an application is as simple as clicking on its icon.

While MyCO-OP will be enhanced over time, the newly launched portal will provide seamless utility to users and an integrated development platform for all CO-OP applications going forward. 

Ultimately, MyCO-OP will evolve to include new reporting features (piloting with clients already underway), business intelligence tools, extended integration with credit union systems and data, and other advanced features designed to give credit union employees the functionality they need right at their fingertips.

“Credit unions are working hard to transform themselves for the digital era,” said Clark. “Speed is essential to making this happen. By simplifying our many tools, systems and processes into a single, powerful ecosystem, we’re helping our clients better serve members by meeting and exceeding their expectations as digital consumers.”

For more information, visit www.co-opfs.org.

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Help Your Members Relax and Easily Manage Their Tax Refunds

As filing deadlines near and your members go into overdrive trying to organize their receipts and statements, we know that you and your credit union employees are working hard to lend your members an extra hand during the busy tax season.

Besides offering filing assistance and financial advice, you can further help your members to relax by:

  • Reminding them of their impending tax refund (which should certainly put a smile on their faces!)
  • Encouraging them to load their refund onto a CUMONEY® Everyday Spend card from LSC®
  • Credit Union Services: Access mobile banking, send and receive money, view latest interest rates, apply for loans, find nearby ATMs, chat with a credit union representative and more.
  • Shopping: Discover nearby merchants and exclusive deals, access national brand discounts, securely store receipts and loyalty cards, book travel at considerable savings and more.
  • Auto: Research, build, price and finance new and used vehicles, store maintenance records, get on-demand roadside assistance and more.
  • Home: Search for-sale and rental listings, discover property values, find trusted contractors, track repair invoices, get design inspiration and more.
  • Financial Wellness: Uncover identity theft risk, monitor credit score, gain access to discounted legal resources and more.

When your members choose to load all or a portion of their tax refund onto an Everyday Spend prepaid debit card, they’ll be able to keep that money separate from their other accounts. This enables them to save it for a rainy day, use it for a special purchase, or spend it on some well-earned fun.

No matter what your members’ plans look like, the CUMONEY® Everyday Spend card will keep their funds safe, secure, and easily accessible. Plus, with the convenient CUMONEY® free mobile app, members can keep track of their balance and spending any time and any place. Preferably someplace fun.

For more information, contact Jim Feldkamp at 800-333-5285 extension 217 or This email address is being protected from spambots. You need JavaScript enabled to view it. . You may also contact your LSC representative at 800-942-7124 or email This email address is being protected from spambots. You need JavaScript enabled to view it. .

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Where’s My Refund? Tips to Check Refund Status and Late Season Marketing to Members

With refund season well underway and the average direct deposit tax refund being over $3,000 last tax season, we are sure you’re hearing the common tax-season question from your members: “Where’s My Refund?” Click here for tips to share with your members and answers to common tax questions.

Late Season Marketing

We are over half way through tax season with under 40 days until Tax Day, April 17th. Many of your members have probably already filed using the credit union member discount, but approximately 40 percent of filers have not yet filed. So now is a great time to feature the TurboTax credit union member discount in your April newsletter and send an email on April 12thto let your late season filers know that they are eligible to receive the credit union member discount on TurboTax. To help you market to your members during “late season”, late-season newsletter articles and late season email templates are available in the Partner Center.

Please remember to keep your TurboTax banners on the home page of your credit union website and online banking pages so the link to the microsite is readily available for members.

Top Marketing Recommendations to Build Member Awareness:

  • Send a dedicated late season email to your members on April 12th
  • Include a TurboTax article in your April newsletter promoting the member discount
  • Display the TurboTax video in your branches
  • Use social media to keep members in-the-know about the TurboTax discount
  • Place a TurboTax banner on your e-statements
  • Place a TurboTax banner on your mobile banking app

Member Discount

As a reminder, when your members access TurboTax from your co-branded microsite the product prices on the microsite will reflect the credit union member discount. Once the member has finished their taxes and is ready to pay, the price that will be presented on the payment screen will include the discount. There is no service code or coupon needed to receive the discount.

Visit the Partner Center for the most current TurboTax marketing materials. If you have any questions or need help marketing the TurboTax program, please contact Client Support at This email address is being protected from spambots. You need JavaScript enabled to view it. or 866-348-2887.

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Design Executive Deferred Compensation Plans that Won’t Handcuff Future Boards

Setting executive salaries may not always be an easy task for a credit union board, but the process of arriving at equitable numbers usually isn’t complicated. Supplemental benefits such as deferred compensation plans, on the other hand, can involve so many variables that it can be a full-time job to narrow down the choices.

“Even so, boards are increasingly turning to non-qualified deferred compensation (NQDC) plans to give their CUs an advantage in attracting the best leaders—and to increase the cost for competitors to poach them,” he says.

According to the CUES 2017 Executive Compensation Survey report, 44.1 percent of CEOs now have 457(b) plans, 35.6 percent have 457(f) plans, and 25.7 percent have split-dollar life insurance (a big jump from the 18.8 percent in 2016).1

Non-qualified deferred compensation plans also continue to spread beyond CEOs. CUNA Mutual Group reports that half of the 3,700-plus CU executives who had 457 plans and/or collateral-assignment split-dollar programs with the company were non-CEOs.2

A 7-Point Checklist for Creating Prudent SERPs

Faced with implementing or updating supplemental deferred compensation plans, it’s understandable that some boards consider “off-the-rack” products—a plan pre-configured for a specific executive level or length of service.

Another key point to be wary of is the word “guarantee.”  In the context of NQDC plans, boards and executives must be vigilant and understand exactly what is guaranteed within a given plan design. Be sure you have guidance from experts in NQDC plans—and also on the underlying funding products—before agreeing to any plan.

For the sake of your executives, and that of future board members who must follow through on your commitments, be methodical and transparent in how you choose supplemental executive retirement/recruitment plans (SERPs). Use this seven-point checklist to guide your process:

1. Clarify WHY your credit union is offering a plan.
It will help guide the plan’s design and product mix if you clarify its purpose(s) upfront. Is the plan part of an employment agreement you’re negotiating with an applicant for a top executive position? Are you putting “golden handcuffs” on an executive you’re grooming for COO or CEO? Are you rewarding a long-tenured executive nearing retirement?

2. Identify the credit union’s financial constraints in offering the plan.
Is this plan prudent given your CU’s current and projected financials, and how did you arrive at this conclusion?

3. Compare plan design options and show why you chose this plan over others.
Show a side-by-side comparison of the multiple benefit structures you’ve considered, and explain the advantages of the plan you chose. Compare the funding commitment, accounting impact, opportunity cost, and return of funds to the CU, among other factors. This can help you craft plans for other executives more efficiently.

4. Document how the benefit target was derived.
Be able to say yes to this question: Could a neutral third party—who is not an executive benefits expert—use your documentation to calculate a similar benefit target?

5. Assess your CU’s risk from this plan.
What could possibly go wrong? How could you adapt to overcome difficulties that arise? Follow the NCUA’s due diligence guidelines for risk assessment.

6. Determine how much ongoing maintenance the plan requires.
Future boards and executive teams will need to know the CU’s and executives’ annual obligations under the plan for as long as it may be active.

7. Define a wind-down process for the plan.
Your CU should have a set procedure for ending any plan, agreed to by the executive. Again, make sure to document the risks to the CU of ending a plan, such as potential payout amounts under varying rate environments.

Your overall goal in completing this checklist is to demonstrate that the board is using the members’ capital as wisely as possible, and also to help future boards (and potentially regulators) understand your decision-making process.

Because these plans can reach far into the future, you’re serving the next generation of boards by leaving them a clean balance sheet and a roadmap they can follow to do the same for their executives.

1. 2016 and 2017 CUES Executive Compensation Surveys
2. CUNA Mutual Group internal statistics

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2018 Sprint Reminders

2017 Sprint Revenue Share

The Love My Credit Union Rewards team applauds you for enhancing the value of credit union membership with significant savings on every Sprint line, for every member! In 2017, over $30 million dollars in cash rewards have been deposited into credit union member’s accounts and over 1.6 million credit union members are active on the Sprint credit union program. LMCUR could not have achieved this success without you and are excited to share more than $8 million in non-interest income with our partner credit unions and leagues!

If your credit union did not complete all the Sprint program marketing requirements for 2017, you will see this reflected in your marketing audit report and 2017 revenue share deposit. Please check your marketing audit report in the Partner Center. If your audit report indicates your credit union did not fulfill all the marketing requirements but you feel your credit union did, please submit your proof of marketing for 2017 to This email address is being protected from spambots. You need JavaScript enabled to view it.  by March 15, 2018. We will gladly review and recalculate your revenue share based on this new information and deposit any difference by the end of March. 

What’s in Store for 2018

LMCUR is excited to build on the success of the Sprint Credit Union Member Cash Rewards program in 2018! To aid our partners in their continued success, they have added new marketing materials in the Partner Center; including more quality digital assets. With the new pay for performance model, our partner credit unions are required to market the Sprint program in all four quarters. The Sprint revenue share will be paid out on a quarterly basis and coincides with the quarterly marketing requirements. Below is the schedule for quarterly marketing submissions and new quarterly payouts:

Quarter

Marketing Documentation Due

Sprint Revenue Payout

Q1: January 1 - March 31

Friday, April 13, 2018

May 2018

Q2: April 1 - June 30

Friday, July 13, 2018

August 2018

Q3: July 1 - September 30

Friday, October 12, 2018

November 2018

Q4: October 1 - December 31

Friday, January 18, 2019

February 2019

Please note, communications count for the quarter in which they are received by members. If you have not executed your Q1 communication yet, there is still time! For marketing to qualify for Q1 2018, members must receive a communication by March 31, 2018, and the marketing documentation must be submitted by April 13, 2018. Please send your credit union’s marketing documentation to This email address is being protected from spambots. You need JavaScript enabled to view it.  as soon as you issue the communication.

IMPORTANT REMINDER: If you do not execute a member communication in a quarter, you will not receive a Sprint revenue payment for that quarter. To review all the approved quarterly communication tactics in 2018, please click here.

Please contact Jim Feldkamp at This email address is being protected from spambots. You need JavaScript enabled to view it. or client support at This email address is being protected from spambots. You need JavaScript enabled to view it.  if you have any questions.

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Building Equity for Your Members

Last year, Gyasi Ross gave a keynote at the YWCA Racial Justice Summit. In it, he described equity as being mutually invested – that equality may give you a place at the table, but equity will give you influence and accountability.

His description resonated with his audience. It speaks to the cooperative values that set our credit union movement apart from the broader financial services industry, both in policy and practice.

In particular, Gyasi’s summation of equity is core to the principles of Voluntary and Open Membership, and Economic Participation. Without influence and accountability, membership is moot, and economic participation is limited.

Consider the recent news that our nation’s second largest bank is no longer offering free checking accounts to all customers. Now, those with less than $250 in monthly deposits, or those that cannot maintain a minimum daily balance of at least $1,500, will pay a fee.

We know that almost half the country could not pull together $400 in an emergency. So, this decision is not reflective of financial equity across the nation.

There’s another cooperative principle that is rooted in the concept of equity: Concern for the Community.

For credit unions and partners like CUNA Mutual Group, it’s a balancing act to run a fiscally responsible and stable institution, and support the communities they serve. But it’s one that has been navigated successfully as an industry.

Financial wellness training and credit counseling offered by so many credit unions today are an excellent example of relatively simple programs that can deliver against this value.

Our authentic connection to the community is another way credit unions have traditionally differentiated themselves from other financial institutions. Our goal is to help people and families build financial stability.

We are becoming a more diverse, multicultural society, and with that change in demography comes different needs. As a movement, we must find ways to better understand our evolving membership. In 2017, CUNA Mutual Group launched our own Multicultural Center of Expertise – a team designed to identify how financial behaviors can be driven by culture and background, and how we and our credit union partners can amend or adapt our services to best serve our customers.

Additionally, technology is shifting how we interact and learn. But thanks to investments made by organizations like the National Credit Union Foundation, we’re able to deliver financial education to younger audiences in more innovative ways.

As our communities continue to change, the way that we connect, participate and serve in our communities must also evolve.

While we’re very proud to be a part of the credit union movement, we are keenly aware that financial services is the least trusted industry.

That’s why, as a part of the credit union movement, we must all remain true to our values. We must continue to demonstrate that credit unions are the exception, not the rule. And we must show that we remain absolutely committed to building equity for our members, because, after all, they are the reason we exist.

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“Benmoji” Marketing Materials Are Available Now! 

Reminder: the all-new Sprint "Benmoji" marketing materials to promote the Sprint Credit Union Member Cash Rewards program are now available in the Sprint marketing materials section of the Partner Center. This campaign reinvents the 2017 “Meet Ben” campaign with a clever, refreshed look based on a popular emoji and texting concept. Love My Credit Union Rewards has been promoting the campaign through digital advertising, Gas Station TV and social media since Feb. 12 and will continue through the first quarter of 2018.

The following materials are available in the Partner Center under “Benmoji Campaign Materials” for credit union use:

  • A lobby video
  • Emails
  • Newsletter articles
  • Web banners
  • Social media marketing materials

If you have any questions about marketing the Sprint Credit Union Member Cash Rewards program, please contact Jim Feldkamp at This email address is being protected from spambots. You need JavaScript enabled to view it. or Client Support at This email address is being protected from spambots. You need JavaScript enabled to view it. .

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Optimize Growth Opportunities in 2018

Focus your efforts where you can get the best results

Buoyed by on-going economic recovery, low unemployment, increased consumer confidence, individual and corporate tax cuts, and possible reduction in regulatory activity, the stage is set for credit union growth in 2018. And despite rising interest rates, the CUNA Credit Union Forecast expects credit union membership and loan growth to remain strong and portfolios to remain healthy.

The updated report projects a six percent growth in savings balances and overall loan growth of 10 percent. Membership growth is expected to be at 3.5 percent, only slightly lower than 2017 levels. Credit union earnings will receive a boost from the Corporate Stabilization Fund repayment in the second quarter, increasing ROA to 85 basis points, when combined with a strong economy and growing loan portfolios.

Look beyond the challenges to reach your goals

As credit unions move forward with optimism, they continue to deal with the realities of today’s business environment. Competition from traditional and emerging service providers, the cost of IT security, lingering compliance concerns and, of course, the often unpredictability of consumer behavior are challenges that all institutions share on some level.

Despite these obstacles, healthy growth is possible. By creating exceptional member experiences, providing fully disclosed programs and offering convenient services, credit unions can strengthen existing relationships and attract new business – all of which will potentially lead to more revenue opportunities.

Don’t let potential earnings slip out the door

In today’s competitive environment, there’s a pretty good chance that you are sharing your members with a competitor. According to a recent survey, 50 percent of Americans have a checking account at multiple financial institutions. The top reasons why include flexibility and convenience, followed by the variety of products and services offered, and lower fees. If you’re not providing your members with a one-stop banking experience, it’s time to take a look at your service strategy to see why not.

Volume is key to increasing revenue

Consumers are willing to pay a fee for a service that they value. The more they use the service, the more fees your institution receives. But if your members don’t know you offer a certain service, and subsequently get that service someplace else, you’re losing potential revenue and missing a cost-effective opportunity to achieve across-the-board growth. What’s more, your competition is reaping the rewards.

Unfortunately, many credit unions don’t know they’re losing revenue because they are more focused on attracting new checking accounts than analyzing their existing member activity. Is this the situation in your institution?

Take a minute to answer the following questions:

  • Are your current members aware of all the services you provide?      
  • Do they know how your services work?
  • Do you have the analytics that allows you to track how your services are used?

Overcome growth obstacles with a proven solution

For example, are all eligible members using your overdraft services? A results-oriented overdraft program is a reliable source of revenue for your credit union that can support the implementation of additional services to keep you competitive, update your technology and offset the costs of addressing compliance expectations. Plus, a fully disclosed program provides members with access to a safety net in the event they experience a financial emergency and helps them to manage their finances more effectively.

As a trusted provider of revenue enhancement solutions, JMFA has implemented more than 1,600 customized program installations for financial institutions throughout the U.S. As a result, in addition to experiencing non-interest income increases from 50 to 300 percent – in many cases far exceeding their expectations – our clients maintain total compliance with all regulatory expectations.

Cultivating what you have leads to long-term growth

Remember, it costs less to keep your existing members than to acquire new ones. And adding new accounts may not result in growth, if the members don’t use the services you provide.

Whatever your growth strategy might be for 2018, make sure that you are optimizing the business potential of your existing members by effectively communicating your products and services, and tracking their usage. The more you enhance the service experience, the more members benefit. And when they are satisfied with their experience, they are much more likely to share it with family and friends – which can result in an inexpensive and effective way to grow.

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Credit Union Launches CUSG’s LifeStepsTM Wallet

CU Solutions Group (CUSG) recently announced that its fully integrated LifeSteps Wallet app — a mobile banking enhancement suite designed to position credit unions top of wallet and top of mind with members — has been released to Security Credit Union.

Branded for Security Credit Union and immediately available to its members on iOS and Android platforms, LifeSteps Wallet is designed to enhance the credit union's mobile offerings while matching important solutions with its members’ major life events and everyday financial decisions. Through Security Credit Union’s new LifeSteps Wallet app, features and functionality now accessible to members include:

  • Credit Union Services: Access mobile banking, send and receive money, view latest interest rates, apply for loans, find nearby ATMs, chat with a credit union representative and more.
  • Shopping: Discover nearby merchants and exclusive deals, access national brand discounts, securely store receipts and loyalty cards, book travel at considerable savings and more.
  • Auto: Research, build, price and finance new and used vehicles, store maintenance records, get on-demand roadside assistance and more.
  • Home: Search for-sale and rental listings, discover property values, find trusted contractors, track repair invoices, get design inspiration and more.
  • Financial Wellness: Uncover identity theft risk, monitor credit score, gain access to discounted legal resources and more.

“Everything in this app is customized by the credit union, for its members, with the goal of promoting how the credit union helps members with many of life’s big shopping and maintenance decisions,” said Dave Adams, president and CEO of CU Solutions Group. “When a member researches a merchant or accesses a deal, the credit union credit card is top of mind in this expanded mobile banking app – when they browse homes and vehicles, credit union financing and insurance are a single tap away.”

An innovative leader in the financial services industry, Security Credit Union joins a product development community of credit unions that will share ideas for next-generation enhancements.

“We are pleased to have partnered with CU Solutions Group to provide our members with the smart technology within LifeSteps Wallet to give more simplicity and convenience in their lives,” said Christopher Estes, president and CEO of Security Credit Union.  “We are dedicated to delivering trusted products and services to our members. This app is a great way to have easy access to a wide variety of tools and credit union products and services.”

The entire suite of LifeSteps Wallet mobile banking enhancements is built to allow for a more affordable integration of features without disrupting the credit union’s core mobile banking app. As such, Security’s LifeSteps Wallet application integrates seamlessly with CO-OP Mobile, Security Credit Union’s current mobile banking provider, and is the first such integration of its kind.

LifeSteps Wallet is designed to work with any mobile banking platform on the market, and CUSG plans to launch on several additional platforms during 2018. Moreover, if a credit union changes its mobile banking provider, this container of enhancement features remains as a consistent, recognizable mobile experience for members.

For more information, or to schedule a demonstration of LifeSteps Wallet, visit: LifeStepsWallet.com.

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Come Learn With Us

Upcoming Webinars

Come learn with us and jump-start your success with interactive webinars featuring cutting-edge information from experienced facilitators that help you understand not only product details but how to achieve financial success, reduce your risks, and better serve your members.

To register for any of these webinars, please go to https://www.cunamutual.com/resource-library/webinars.  

4/10/2018 12:00 PM (CT)   Effective FeedForward   Do you enjoy giving or receiving feedback? Many people feel feedback is reactionary and negative. Revolutionize the way you coach by providing specific, actionable comments that are focused on enhancing future opportunities.
4/12/2018 12:00 PM (CT)   Tough Conversations   As a coach you can often find yourself faced with a tough conversation. How you handle these conversations will ultimately impact employee performance. Implement a proven model that will both change employee behavior and maintain a good working relationship.
4/17/2018 10:00 AM, 2:00 PM (CT)   Member Focused Conversations: Guide with Confidence, PART 1   Members are looking for someone to provide them financial guidance. Even if your members are doing well right now, the unexpected can have an immediate impact on their financial well-being. Part 1 focuses on helping your member feel the impact through a Money Game as they make difficult decisions during an already tough time.
4/18/2018 10:00 AM, 2:00 PM (CT)   Member Focused Conversations: Guide with Confidence, PART 2   Go the extra mile. Part 2 focuses on using consultative questions and a consistent process to provide your members with personalized solutions. Be committed to being your members' trusted financial consultant. If you don't take the opportunity to guide your members, they will look elsewhere for the guidance they need.*
4/18/2018 1:00 PM (CT)   Steer Clear of Online Lending Risks   In the wake of massive breaches, it is expected that fraudsters will actively use the stolen data for years to open fraudulent accounts and obtain loans. While fraudsters could open these fraudulent accounts in person; they prefer to avoid personal contact in branches. Attend this session to learn more about fraudulent loans, current loss trends, and what to look for when handling online loans.
4/19/2018 10:00 AM, 2:00 PM (CT)   Member Focused Conversations: Guide with Confidence, PART 3   Part 3 builds on what you learned about a member-focused conversation and takes it to a new level. You won't simply present benefits, you'll personalize them, helping your members to see the value and why payment protection is so important. . .to them!. Go the extra mile.*
4/24/2018 12:00 PM (CT)   Loyal Lending Part 1   Part 1 of Loyal Lending - Dig deeper. Learn more. Don't be an order-taker. Use the credit report and consultative questions to go beyond the initial loan request and find additional opportunities to help members reach their financial goals and improve their financial well-being. Be sure to register for Part 2.*
4/25/2018 12:00 PM (CT)   Loyal Lending Part 2   Part 2 of Loyal Lending - Dig deeper. Learn more. Don't be an order-taker. User the credit report and consultative questions to go beyond the initial loan request and find additional opportunities to help members reach their financial goals and improve their financial well-being. Be sure to register for Part 1 also if you haven't already.*
4/26/2018 10:00 AM, 2:00 PM (CT)   Addressing Concerns: Close the Case   What if the member asks a question or raises a concern? Don't let this question stop you any longer from educating your members on payment protection. Confidently address four common member questions and concerns related to payment protection.*

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Kentucky Credit Union League
3615 Newburg Rd.
Louisville, KY 40218

Call: 502-459-8026 or 800-333-5285
Fax: 502-459-0189
Email: kycul@kycul.org