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Shared Branching - The Best Kept Secret in CUs
Thursday, August 21, 2014 6:50 AM

Consumers want convenient access to their accounts and the Shared Branch Network is a unique product that allows credit unions to offer additional points of service, and be more competitive. As a network, the more than 5,300 locations are surpassed only by Wells Fargo, Bank of America and Chase. Yet in too many “why choose a credit union” article or blog post, credit unions are referred to as “inconvenient.”  Wouldn’t you want to remain your members’ PFI when they move regardless if they are relocating, going off to college or just changing jobs?

So how can credit unions bring better awareness to shared branching? Brian McCue, vice president, Remote Transaction Resources for Credit Union Resources, notes that many credit unions just have a link to the national locator website, but don’t have anything on their website about how to use shared branching.

“Sending your members to another credit union can be a confusing concept for the average consumer,” notes McCue. “It would be helpful to have a page that explains in detail how shared branching works, maybe include an FAQ. There is also a very helpful YouTube video titled, ‘What is a Shared Branch' that you can share with members.” 

Another useful tool for credit unions is having a “nearest location” locator on their homepage. CO-OP offers an easy to use search widget or a more customizable XML Feed. With the explosive growth of mobile phones, CO-OP also offers free locator apps for both the iPhone and Android. They can be found at

“The best opportunity to promote shared branching is with new accounts,” suggests McCue. “This is also the perfect time to brag about other your delivery channels, including mobile banking (Sprig) and surcharge-free ATM networks etc.”

“Credit unions are truly ‘A Smarter Choice,’ so let’s make sure everyone knows they are a convenient choice also,” continues McCue.

For more information on CO-OP Shared Branching or more details on marketing, please contact McCue, at (800) 442-5762, ext. 6426 or You may also find additional information on Credit Union Resources’ website.