The most successful credit unions clearly understand the needs of the members they’re serving. In many cases, member analytics are at the heart of the strategies used to reach those members and meet those needs.
Analytics are especially important when it comes to serving Hispanics – either those who already are credit union members or those who have yet to become members. Understanding those markets through member data collected and interpreted by our team of experts at Coopera, helps credit unions effectively attract, recruit and ultimately, meet those members’ needs.
We’ve noted before that Hispanics comprise one of the fastest growing U.S. demographic segments, with one out of every six U.S. residents citing Hispanic origins. This group accounts for more than $1 trillion in buying power, and yet roughly half are unbanked or underserved. Hispanics present a prime opportunity for credit union service, one that will only grow over time.
Moreover, it’s one thing to bring Hispanics through your doors and another to involve them in your full menu of services. Analytics can tell a credit union key characteristics about their Hispanic members that can be used to determine the type of services they need and want the most. Ultimately, the credit union has the information to develop a strategy to successfully foster membership growth and product engagement from their Hispanic market.
Our team has developed tools that can sort Hispanic members into various groups, ranging from country of origin to socio-economic strata, that enable credit unions to better understand their members.
Our team of experts analyze the data using a variety of assessment tools. Our Hispanic Target Market Analysis looks at Hispanic populations within a credit union’s various branch areas, making service recommendations for primary and secondary Hispanic target markets based on numerous socio-economic indicators. We also utilize our Hispanic Member Analysis tool to measure the product and service usage of existing Hispanic credit union members, as well as their language preference.
Many credit unions begin their journey with our Hispanic Opportunity Navigator, which uses analytical data to create a literal roadmap for serving Hispanic populations. The data collected helps us create a suggested strategic development plan customized for each individual credit union.
These tools and the strategies reach beyond a credit union’s marketing initiative and helps executive teams establish success metrics that can help drive the institution’s future growth. Individualized guidance and the ability to approach the Hispanic market on a more holistic level is where our services differ from those of mere data collection firms.
Some credit unions still harbor concerns about the time, cost and effort it will take to serve what may be for them an unfamiliar market, many of whose members speak a different language. But with the right analytic tools this can be less of a challenge than they might think.
Serving Hispanics is something many credit unions have yet to understand, but it’s not something they will never understand. Because of the cultural and language differences, that service may require an augmented development strategy that operates a little differently than the institution’s mainstream strategic plan.
Fortunately, the return on investment for credit unions that have pursued the Hispanic market has been the most successful segment of the institution’s overall development plan. Using analytics is the best way to start that journey, or support a journey already underway to reach and serve this rapidly growing demographic.Leave a comment
A credit union’s income is largely driven by its loan portfolio, and there is a unique opportunity for even greater loan growth available to institutions willing to go the extra mile in serving immigrant populations.
Not everyone who works in the U.S. is considered a citizen, yet all are required to pay taxes on their earnings. Workers who don’t qualify for Social Security numbers must satisfy their debt to the IRS by registering for Individual Tax Identification Numbers, better known as ITINs.
More credit unions are starting to use ITINs to qualify borrowers for loans and other services, a move beneficial both to members and their institutions.
This is especially true for credit unions serving Hispanic and other underserved markets, but it should be noted that ITINs are not only for Hispanics and recent immigrants. Many workers from Canada, India and other countries pay their U.S. taxes through their ITIN accounts. Done correctly, loans using ITINs as proof of income can open a new world of borrowers for participating institutions.
This past month Coopera, in partnership with our sister company PolicyWorks, the Filene Research Institute and inclusiv (formerly the National Federation of Community Development Credit Unions) released the Implementation Guide: Individual Taxpayer Identification Number (ITIN) Lending. The 67-page publication, free to credit unions, offers a comprehensive, legally compliant approach to ITIN lending.
The guide consolidates best practices, tools and resources for credit unions wanting to reach this largely untapped market of immigrant workers who need the ability to more fully participate in the economic growth and development necessary to make their lives financially secure.
The guide evolved using testing results from the Filene Institute’s Reaching Minority Households Incubator, which measures products and service strategies for reaching financially underserved consumers. Coopera was a major collaborator in both the research study and implementation guide creation.
This guide couldn’t have come at a better time. There is a very strong business case for providing personal and automobile loans to what is an often-overlooked population segment. As with other financial products provided to the Hispanic community, the word is likely to spread among its members, resulting in an increase in member applications along with the resulting loan growth.
There also is an equally strong philosophical platform for ITIN lending. Providing members of this group greater financial stability and more active participation in the U.S. economy serves not only their needs but helps create a level of increased financial security that serves to further strengthen their community and society at large.
Credit unions are committed to serving the underserved, and this may well be the most underserved community of all.
Please feel free to contact any of us at Coopera for more information on ITIN lending and a copy of the guide. We are here to help.Leave a comment