ST. PETERSBURG, Fla. (4/3/08)--Credit unions can gain insight into Generation Y’s financial preferences by visiting a new website created by PSCU Financial Services. The site, www.projectnewage.com, provides information about what Gen Y wants from a financial institution. For instance, Gen Y values interest rates over other factors when evaluating credit cards and is twice as likely as the average consumer to apply for a card or open an account online, PSCU Financial said. Information about Gen Y’s brand and media preferences, and use of blogs, social networks, and viral communications also is on the site. Project New Age features products and services that appeal to the age group, including online bill pay, gift and reloadable prepaid cards, online account enrollment and digital plastics with customizable graphics. “Attracting Gen Y members is critical to the long-term successes of credit unions,” said John Pembroke, PSCU Financial chief marketing officer. “Credit unions need to reach out to this generation while they are in their early teens, from 12-15 years of age, because studies show they already have established long-term financial relationships by their early 20s.” PSCU Financial Services, a credit union service organization, provides services to more than 1,100 financial institutions nationwide.