Big Bank Strategies for Boutique Credit Unions

Fancy, corporate bullshittery for the strategy our most successful credit union clients already employ: focusing on a target market, serving them well, and being okay with not being all things to all people. I was recently on a flight to visit a credit union client, and Jim Cramer was interviewing the CEO of KeyBank, Chris Gorman. In terms of marketing strategy, KeyBank is in a weird limbo. It is too big to be a community bank, but far too small to be considered a megabank. Interestingly enough, it’s actually in a sweet spot, according to Gorman. That’s where their “targeted scale” strategy comes in. KeyBank’s “targeted scale” strategy focuses on achieving growth and efficiency by concentrating resources on specific client segments and business areas, rather than pursuing broad, indiscriminate expansion. This approach enables KeyBank to offer differentiated services tailored to the unique needs of its chosen markets, setting it apart from competitors. Gorman emphasizes that growth should be strategic and client-focused, rather than simply increasing size for its own sake. On a recent episode of the Evergreen Podcast, he states, “I don’t think scale just for scale’s sake makes a ton of sense. It would have to have a very high bar strategically.” An example of this strategy in action is KeyBank’s recent $2.8 billion minority investment from Scotiabank. This capital infusion is intended to strengthen KeyBank’s balance sheet and enhance its capacity for growth in targeted areas, such as investment banking, payments, and wealth management. Gorman notes that the investment, “creates greater capacity for growth by enabling additional investments in targeted scale across our franchise and increases Key’s strategic agility.” By focusing on targeted scale, KeyBank aims to deliver unique, holistic solutions and nontraditional services to its clients, thereby enhancing its competitive position in the financial industry. While KeyBank may be much larger in size than HopeSouth Federal Credit Union ($31million), the “targeted scale” strategy has been just as successful for this small, boutique credit union. Located in a rural, South Carolina county filled with predatory lenders and the abandoned branches of banks that deserted the area through the years, HopeSouth continues to fulfill its mission. They continue providing financial hope by focusing on people who need a fresh start with their finances. It has paid off big over the last decade with an average of 2% ROA, double digit loan growth, and steady membership growth. Recently, in their strategic planning session, the board and leadership team committed to doubling down on their targeted scale strategy with some bold decisions and innovative tactics over the next few years. In the interview with Jim Cramer, Gorman summed up KeyBank targeted scale strategy like this: “Know where we win, how we win, and why we win.” In this new year, if you find yourself stuck, perhaps your strategy needs a reset. Through some tough, strategic conversations and finding your own targeted scale strategy, growth is possible. Over the last two decades, we have helped hundreds of credit unions get unstuck and find pathways to sustainable and meaningful growth. We can do that for you, too.

Credit union creative that works: What is it?

Strategy and creative. Two words that have been the centerpiece of accomplishing our vision of helping credit unions avoid unnecessary mergers. First, if you were to ask any member of the YMC team, “What is the most egregious offense you can commit that would get you fired?” The most likely answer you would receive is, “Using a stock photo of a smiling woman dangling keys out of a car window,” or really any dangling keys in a stock photo. Why? It’s a basic violation of good creative: “Predictability is what makes ads sound and look like ads.” So, when it comes to great creative for credit unions, what is it? How do you create it? Good creative will always answer WIIFM, or “What’s in it for me?” Bad ads are about you and your company. Good ads are about your customers and their happiness. Ads filled with “me, my, we,” and “our,” are about you and your credit union. Ads filled with the words “you” and “your” are about the customer and the happiness you want to bring them. “Our rates are unbeatable…” Doubtful. “We’ve been around since…” so have plenty of your competitors. “We offer great service…” who would claim they didn’t? If any of this sounds familiar, you may have more problems than messaging. At YMC, we utilize a seven-step process, each with a specific, corresponding question, that gets at the heart of WHY someone should choose your credit union. I mean really choose your credit union, without the fluff and corporate bullshittery. The final question in that seven-step process: What result does the ideal member want to avoid? What happens if the ideal member chooses a traditional bank? Or a predatory lender? What happens if they don’t choose your credit union? Take the time to list out 5-6 scenarios. If you cannot come up with at least one very specific, gut-wrenching answer, we’ve got some work to do. Make 2025 the year you choose to get unstuck. For almost 20 years now, we’ve used time-tested processes that result in unique strategies to help credit unions get unstuck and begin to see growth. We have room for one more client to join YMC in Q1 in 2025. Is it you?

Marketing Strategist

Position Summary: The Marketing Strategist is equal parts strategist and storyteller. You will be responsible for working with up to 10 forward-thinking credit unions across the country. It takes someone who is smart, resourceful, proactive and passionate to develop and maintain strong client relationships. This includes leading in the planning, management and execution of projects related to our clients’ marketing plans. Overall, we seek someone who can foster positive client communication and best-in-class marketing that generates greater loans and members for our credit union clients.   Role Expectations: Essential Skills and Experience:

Better Sales Conversations for Credit Unions

We’ve all been there. Someone dismisses something you love – be it a TV show, a product, or an idea, and your first instinct is to defend it passionately.  Take LOST, for instance. If someone tells me they didn’t like it or “they were always dead,” my gut reaction is to dive into a 30-minute dissertation on why it’s one of the greatest shows ever made. But here’s the catch: When you launch into defense mode, you’re essentially saying, “I’m right, and you’re wrong.” The result? The other person becomes even more firmly rooted in their stance. Credit unions face this challenge when introducing products or services to their members and prospects. The instinct is to convince – to push harder, to present more data, to make our case. But when we’re convincing, we’re often fighting against our prospects desire for choice and control. And when you truly think about it, having choice and control is key to happiness. Shifting from Convincing to Curiosity To truly connect with people, the skill to develop isn’t persuasion – it’s curiosity. It’s the ability to detach from the outcome and focus instead on understanding. When we stop trying to change someone’s mind and start exploring what they care about, conversations shift from confrontational to collaborative. Instead of saying, “Here’s why you need this credit card,” ask, “What’s most important to you?” Swap, “This checking account is the best for your needs,” with, “What’s been your experience with checking accounts so far?” These questions invite dialogue and respect the other person’s autonomy. Why Curiosity Wins Curiosity acknowledges that the other person has agency. It says, “I trust you to make the best decision for yourself, and I’d like to help you discover what that might be.” This approach creates a safe space for genuine conversation, where both parties can explore solutions together. When you shift from convincing to curious, you stop pushing and start guiding. People feel heard, understood, and respected.  So, the next time you’re in a conversation about all the benefits of your auto loan – or how no show since LOST has even managed to light the torch, let alone carry it – try swapping “let me convince you” for “let me understand you.” You might just find that curiosity, not persuasion, is the ultimate sales superpower. Transform Your Sales Team with Curiosity-Driven Conversations Ready to elevate your team’s approach to sales? Book us for engaging, results-focused staff training. Your credit union staff will learn actionable techniques to build trust, foster meaningful member relationships, and achieve better outcomes – all while respecting the autonomy of your members. Let’s work together to turn curiosity into your team’s ultimate sales superpower. Contact us today to schedule your training! As Vice President of Brand Experience for Your Marketing Co., Frank Allgood works with credit unions to develop strong leaders, create effective training programs, and build powerful brands. Want to connect? Call 864.326.8740 or email [email protected].

404 No More: Building Credit Union Websites That Actually Work in 2025

Your website is your digital branch—a hub where members and potential members engage with your services. In 2025, user experience (UX) and user interface (UI) optimization aren’t just “nice-to-haves”; they’re non-negotiables. Here’s how your credit union can optimize its website to remain competitive and accessible in the digital age. With attention spans shrinking and internet speeds soaring, visitors expect your site to load immediately. Speed and accessibility are essential. To ensure fast load times, optimize images and videos, implement lazy loading for below-the-fold content, and leverage content delivery networks (CDNs). Accessibility is equally crucial; adhering to WCAG 2.2 guidelines, providing text alternatives for images, and enabling keyboard navigation can make your website inclusive and welcoming for all members. Accessibility isn’t just about compliance—it’s about creating an exceptional experience for everyone. Clean, member-centric design is more than a trend; it’s a necessity. A minimalistic approach reduces friction and encourages engagement. Strategic use of whitespace highlights key elements, while bold, clear CTAs like “Open Your Account Today” drive action. Intuitive navigation that guides users to their destination in three clicks or less can transform frustration into conversions. A cluttered site drives visitors away, but a clean, streamlined one keeps them engaged. As mobile usage continues to dominate, optimizing for mobile-first interactions is non-negotiable. Responsive design ensures your site adapts seamlessly to any screen size. Features like sticky navigation bars and quick-loading mobile pages enhance the user experience. With over 70% of credit union website traffic now coming from mobile devices, delivering a smooth mobile experience is essential to retaining users and increasing conversions. Artificial intelligence (AI) is no longer futuristic—it’s here, and it’s transforming how credit unions interact with members online. AI-powered personalization can enhance the member experience by offering tailored content and product recommendations. Chatbots provide 24/7 support with human-like interactions, while predictive analytics suggest relevant services, like a HELOC for members exploring home improvement tips. Personalization not only boosts satisfaction but also drives conversions. Your website is also the front line for building trust through security. Displaying SSL encryption badges, offering two-factor authentication (2FA) for member portals, and conducting regular security audits signal that you prioritize member safety. A secure website doesn’t just protect data—it reassures members that their trust is well-placed. Streamlining application processes is another key to optimizing the user experience. Pre-filled forms, progress bars, and auto-save features make onboarding simple and frustration-free. By reducing friction, you can increase application completion rates by up to 30%, providing a seamless path to membership. Credit unions are more than numbers—they’re community pillars. Your website should tell that story. Dedicate space to member testimonials, community initiatives, and videos showcasing real people and events. Authentic storytelling humanizes your credit union and underscores your purpose, creating connections that go beyond financial transactions. Finally, the best websites are never finished—they’re constantly evolving. Continuous testing and iteration are vital to staying relevant. Use A/B testing to refine layouts, CTAs, and messaging. Analyze heatmaps to understand user behavior and gather feedback to guide future updates. A website that evolves with member needs remains a valuable digital asset. Your website is more than just an online presence—it’s a key driver of member engagement and growth. By optimizing for UX and UI in 2025, your credit union can create a seamless, intuitive experience that meets the needs of modern members. Need help getting started? Ready for a new website in 2025? Let’s chat. We’ll start with a complimentary website audit, and let’s turn your site into your most valuable digital asset. In 2025, the best websites won’t just be functional—they’ll be transformational. Will yours?