Graph of the Week: Greater Member Participation and Product Penetration in 2010


Credit unions hit 2010 running. With 12-month member growth at 3Q accelerating to 1.91%, the industry aims to improve product penetration (above) across the board. Marketers will look to refine on-boarding, cross selling, and overall member retention strategies to carry this momentum forward.




Jan. 11, 2010


  • Thanks for the comment. To find the penetration numbers for each of these products, we take the total number of credit union accounts in each product (as of third quarter 2009) and divide them by the total number of members.

    For Peer Users the account codes are as follows:

    Share Draft Penetration – (a452/a083)

    Auto Loan Penetration – ((a958+a968)/a083)

    Credit Card Penetration – (a993/a083)

    Mortgage Loan Penetration – (a959/a083)

    IRA Penetration – (a453/a083)

    Chris Tissue
  • How is this the product penetration calcualted?