Why “owning the checking account” no longer means owning the member. For decades, credit unions organized their strategy around a single idea: become the member’s primary financial institution. The formula was simple—capture the checking account, earn the direct deposit, and every other product would follow. But that formula no longer works. The “primary relationship” as...
In the often-overlooked arena of cooperative finance, few leaders have inspired as enduring a legacy as Thomas (Tom) Lent. As President and CEO of Southland Credit Union in Orange County, California, Lent has spent nearly two decades coaching his team through remarkable growth and quietly championing the credit union movement. His planned retirement in 2026...
Generating Revenue from Member Data—Ethically, Transparently, and Aligned with the Movement