When credit unions change their names
First and foremost this entry is not meant to offend any credit union. What a credit union chooses is their domain, not mine.
In a recent issue of Business in Vancouver (a weekly business journal produced in Vancouver B.C.) there is a section titled ‘Hats Off’ which lists donations by various businesses to worthy charities. This week caught my eye. Listed were three credit unions. But to the untrained eye they were not ‘credit unions’ they were ‘Financial’, ‘Savings’ and ‘Financial Group’. So what happened here?
In the Lower Mainland of B.C. are a large number of very large credit unions. In fact the total of these large credit unions amounts to an excess of 60% of the total deposits for all credit unions in the province of B.C. It runs into the billions of dollars. The competition is fierce amongst all financial institutions and there is this marketing mantra that says any FI needs to differentiate itself in a crowded marketplace. That mantra has carried into the credit union system by pushing some credit unions to have their names presented in the public arena sans ‘credit union’. This supposedly is the way to be different.
The problem that I see is even if I am not a member of a credit union I do have some remote idea of what it is. But do I know what a ‘Financial’, a ‘Savings’ or a ‘Financial Group’ is? That is even more confusing.
I would ask any group of credit unions to consider what they would do in a similar position. Would you keep ‘credit union’ or drop it? It seems once you drop it you become something entirely different. Don’t ask me what, because as noted, it becomes confusing.