Beyond Rate Wars: Meeting Members Where They Are

Tony Humphrey, VP of Mortgage Lending at One Nevada Credit Union, takes us deep into the strategic imperative facing credit unions today. As financial institutions nationwide enter budget planning season, Tony reveals why leveraging member data through predictive analytics represents the untapped competitive advantage credit unions desperately need.

While credit unions constitute 43% of mortgage originators, they capture only 18% of originations – a gap Tony attributes to an overreliance on rate-based marketing and failure to harness existing member data. “We know more about these members than some of their families,” Tony explains, highlighting the gold mine of information credit unions already possess but rarely use strategically.

The conversation explores why credit unions must transition from generic, one-size-fits-all communication to personalized outreach aligned with predictable life events. Tony shares how meeting members at crucial financial junctures – college graduation, marriage, family formation – positions credit unions as trusted advisors rather than mere product providers. This approach builds the brand loyalty essential for weathering market fluctuations and rate environments.

Most provocatively, Tony confronts an uncomfortable truth: despite their mission-driven nature, credit unions lag behind non-bank lenders in serving underserved communities. By combining predictive analytics with financial education and targeted products, credit unions can fulfill their founding purpose while growing market share in communities traditionally overlooked by mainstream financial institutions.

For credit union leaders seeking strategies beyond rate competition, this conversation offers a roadmap for leveraging your greatest asset – member relationships and data – to thrive in tomorrow’s mortgage marketplace.

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