Ensweiler Calls for National Cooperation to Build CU Membership

SAN ANTONIO – The president and CEO of the Texas Credit Union League said CUs in the U.S. should follow the example of those in other countries by developing a cooperative, recognizable brand consumers will recognize. Dick Ensweiler told the Credit Union Journal many of the CUs that have switched to community charters in recent years are more worried about competing with other CUs than competing with banks. Meanwhile, he noted, membership growth remains stagnant. “In Poland, Brazil and the Netherlands we see a common brand. Credit unions can promote the brand locally, but it has a national impact because people understand the logo and understand what a credit union is,” said Ensweiler, who also serves as the chairman of CUNA’s national membership task force. Ensweiler was attending TCUL's Leadership Conference here.