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CU System
FIs turn to relationship products to raise wallet share
SAN ANSELMO, Calif. (1/23/09)--Research indicates that financial institutions--including credit unions--are bundling relationship products to raise their wallet shares. With relationship products, members are rewarded for purchasing multiple products from a credit union. Financial institutions are offering rate premiums for depositors who have a multi-product relationship with them (BusinessWire Jan. 21). For example, the average annual percentage yield (APY) for a regular share certificate is 1.85%, while the average APY for a relationship share certificate is 2.15%, according to Market Rates Insight (MRI). “This measure was designed to encourage existing and new [members] to increase their deposit surface with the institution by having multiple deposit products such as checking, savings, [share certificates] and others,” said Dan Geller, MRI executive vice president. Institutions also are using statistical modeling to optimize product pricing by breaking demographic and geographic markets into sub-groups, and pricing products accordingly, MRI said. MRI is a research firm that tracks rates for deposits, loans and fees for financial institutions.


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