Banks are selling fewer products to their primary customers than credit unions do, according to a new survey.
Customers who classified credit unions as their primary financial services provider bought an average of four products. Bank customers bought 3.3 products on average, according to the results of a poll released last week by PSI Global, a financial services market research firm in Tampa.
Credit products and loans are most likely to be cross-sold at a credit union, while bank customers prefer certificates of deposit, debit cards, and safe-deposit boxes, the survey found.
The poll of 3,100 households nationwide found that 19% listed a credit union as their primary financial services provider, while 72% cited a bank as the primary provider. Thrifts, brokerage firms, and mutual fund companies were the main providers for the remaining 9% of households.