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2020
REMAINING RELEVANT FOR THE FUTURE
Alexandra Gekas, VP, Marketing & EngagementCallahan & Associates
Learning Objectives:1. Examine the state of the industry today and what that means for tomorrow.2. Review key future credit union issues that are keeping executives up at night.3. Discuss risk factors with potential to affect future relevancy.
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Remaining Relevant For The Future
Alexandra Gekas, Vice PresidentCallahan & Associates
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ME IN A ONE-MINUTE NUTSHELL
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CALLAHAN IN A ONE-MINUTE NUTSHELL
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TODAY’S TOPICS
• Credit Union Trends: Where are credit unions today?
• A Look At The Current Marketplace: Where is the competition today?
• Ways To Remain Relevant: Where do we want to be tomorrow?
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CREDIT UNION TRENDS:WHERE ARE WE TODAY?
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5,396US credit unions
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Mortgage origination fuels lending activity#1
Certificates drive positive share growth#2
Strong ROA and Net Worth allows for future growth and investment#3
THIRD QUARTER CREDIT UNION HIGHLIGHTS
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MEMBERS SAVINGSLENDING BOTTOM LINE
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4.2 MILLION NET NEW MEMBERS ADDED IN LAST YEAR
100.0 103.4 107.5 111.9 116.7 120.9
2.9%
3.4%4.0% 4.0%
4.4%
3.6%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
0
20
40
60
80
100
120
140
3Q14 3Q15 3Q16 3Q17 3Q18 3Q19
Mill
ions
Membership and Annual GrowthData as of 09.30.19
Total Members Annual Growth
Source: Callahan’s Peer-to-Peer AnalyticsSource: Callahan’s Peer-to-Peer Analytics
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BALANCE SHEET EXPANDING AT SLOWER PACE
$704 $779 $857 $947 $1,037 $1,099
10.1%10.7%
10.1% 10.5% 9.5%
5.9%
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
$0
$200
$400
$600
$800
$1,000
$1,200
3Q14 3Q15 3Q16 3Q17 3Q18 3Q19
Billi
ons
Total Loans and Annual GrowthData as of 09.30.19
Total Loans Outstanding YOY Growth
Source: Callahan’s Peer-to-Peer AnalyticsSource: Callahan’s Peer-to-Peer Analytics
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9.5%
8.4%
9.8%
12.5%
6.5%
9.9%
5.9%
7.4%
4.4%
2.2%
6.3%
7.2%
0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0%
Total
Credit Card
Used Auto
New Auto
Other RE
1st Mtg
Annual Growth in Loans Outstanding Data as of 09.30.19 3Q19
3Q18
SLOWDOWN IN AUTO MARKET AFFECTS BALANCE SHEET GROWTH
Source: Callahan’s Peer-to-Peer Analytics
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SHARE GROWTH RATE RECOVERS FROM 2-YEAR SLOWDOWN
$951 $1,005 $1,092 $1,165 $1,223 $1,308
3.6…
5.7%
8.6%
6.7%
5.0%
6.9%
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
9.0%
10.0%
$0
$200
$400
$600
$800
$1,000
$1,200
$1,400
3Q14 3Q15 3Q16 3Q17 3Q18 3Q19
Billi
ons
Total Share Balances and Annual GrowthData as of 09.30.19
Share Balances YOY Growth
Source: Callahan’s Peer-to-Peer AnalyticsSource: Callahan’s Peer-to-Peer Analytics
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SHARE CERTIFICATES DRIVE SHARE GROWTH, UP $51.0B YOY
Source: Callahan’s Peer-to-Peer Analytics
5.0%
5.8%
7.0%
1.0%
-0.8%
8.7%
6.9%
3.1%
5.8%
2.1%
3.6%
22.2%
-4% 1% 6% 11% 16% 21% 26%
Total Shares
Regular Shares & Dep.
Share Drafts
MMA
IRA/Keogh
Share Certificates
12-Mo. Growth in Shares SegmentsData as of 09.30.19 3Q19
3Q18
Source: Callahan’s Peer-to-Peer Analytics
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LOAN-TO-SHARE RATIO TICKS UP; BEGINNING TO PLATEAU?
74.0% 77.5% 78.5%81.3%
84.8% 84.1%
50.0%
55.0%
60.0%
65.0%
70.0%
75.0%
80.0%
85.0%
90.0%
3Q14
4Q14
1Q15
2Q15
3Q15
4Q15
1Q16
2Q16
3Q16
4Q16
1Q17
2Q17
3Q17
4Q17
1Q18
2Q18
3Q18
4Q18
1Q19
2Q19
3Q19
Loan-to-Share RatioData as of 09.30.19
Source: Callahan’s Peer-to-Peer AnalyticsSource: Callahan’s Peer-to-Peer Analytics
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ROA APPROACHES 1% THROUGH THE THIRD QUARTER
0.83%0.80% 0.78%
0.79%
0.96% 0.98%
0.00%
0.20%
0.40%
0.60%
0.80%
1.00%
1.20%
3Q14 3Q15 3Q16 3Q17 3Q18 3Q19
ROAData as of 09.30.19
Source: Callahan’s Peer-to-Peer Analytics
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$122.6 $131.4 $140.4 $150.5 $163.5 $177.4
$7.1$7.2
$7.7$8.7
$9.2$9.6
10.9%
11.4%
6.0%
7.0%
8.0%
9.0%
10.0%
11.0%
12.0%
$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$200
3Q14 3Q15 3Q16 3Q17 3Q18 3Q19
Billi
ons
Net Worth and AllowanceData as of 09.30.19
Net Worth Allowance Net Worth Ratio
Source: Callahan’s Peer-to-Peer Analytics
STRONG NET WORTH RATIO BODES WELL FOR ECONOMIC SHOCKS
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PENETRATION RATES REMAIN SOLID EVEN WITH 21% MEMBER GROWTH PAST 5 YEARS
Credit Card Real Estate Share Draft Auto
17.6% 5.5% 53.7%
21.3%3Q19
3Q14Change
16.3% 5.4%58.6%
17.3%
+1.3% +0.1% +4.0%
Source: Callahan’s Peer-to-Peer Analytics
Penetration RatesData as of 09.30.19
+4.9%
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A LOOK AT THE CURRENT MARKETPLACE: WHERE IS THE COMPETITION TODAY?
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BANKS TOP CREDIT UNIONS IN CONSUMER SATISFACTION FOR THE FIRST TIME EVER
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WE’RE COMPETING IN A LAND OF GIANTS & FINTECH DISRUPTION
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23Source: FDIC and NCUA
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BRANDS LOOK LIKE THIS…
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2525Source: FDIC and NCUA
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For graphs, tables, or other visuals that need more room. Delete this box.
FINTECH’S GROWING MARKET DISRUPTIONFindings from PwC’s Global FinTech Survey
80% 56% 82%believe their business is at risk
have disruption at the heart of their strategy
expect to increase FinTech partnerships in the next three to five years
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BRANDS NOW LOOK LIKE THIS.…
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THESE LOGOS ARE MARKETING TO OUR MEMBERS...
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AND USING OUR OLD VALUE PROPS…
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WE’RE COMPETING WITH THESE LOGOS TOO…
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WAYS TO REMAIN RELEVANT: WHERE DO WE WANT TO BE TOMORROW?
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1. Mission2. Growth3. Talent Development4. Digital First5. Governance
2020 PRIORITIES: WHAT CUS ARE THINKING ABOUT
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PURPOSE TALENT MINDSET
FOCUS ON THE INDUSTRY IMPERATIVES
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PURPOSE
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FINANCIAL HEALTH IN AMERICA
59% Of U.S. adults are living paycheck to paycheck. – Charles Schwab
39% Of Americans either cannot or would need to borrow or sell something to cover a $400 unexpected expense. – Federal Reserve
25% Of non-retired Americans have no retirement savings. –Federal Reserve
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KEY QUESTIONS REGARDING PURPOSE
• Do you feel your credit union has a clear purpose?• Do your members and community know it?
• What’s your unique brand story? How well do you tell it?
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TELL YOUR CREDIT UNION STORY
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MEMBERS CAN HELP
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KEY QUESTIONS REGARDING PURPOSE
Do you feel your credit union has a clear purpose?• Do your members and community know it?
What’s your unique brand story? How well do you tell it?
How are you differentiating your credit union?
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2015
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2019
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2015
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2019
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KEY QUESTIONS REGARDING PURPOSE
Do you feel your credit union has a clear purpose?• Do your members and community know it?
What’s your unique brand story? How well do you tell it?
How are you differentiating your credit union?
How do you measure your impact?
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WE STILL NEED TO MEASURE THIS….
Source: Callahan’s Peer-to-Peer Analytics47
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BUT WE NEED TO START MEASURING DIFFERENTLY
# of Financial Health Programs
Offered
# Employee Volunteer Hours
% Employee Diversity
$ Grants$ Habitat For Humanity Loans
# First Time Home Buyer Loans
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TALENT
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HIRING & RETAINING GOOD TALENT MATTERS
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AND YET…
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KEY QUESTIONS REGARDING TALENT
• How do you find, develop, and retain great employees?
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TALENT IN ACTION
Building An Effective Retention Program
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TALENT IN ACTION
• We’re investing in employees, giving them more depth in what they’re doing, and getting them in front of senior management.
• We’ve developed an end-to-end approach to training, from new hire onboarding to development of senior-level competencies.
• We’re also in the 3rd year of our leadership development program, which offers open enrollment every year for up to 25 participants.
Building An Effective Retention Program
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KEY QUESTIONS REGARDING TALENT
How do you find, develop, and retain great employees?
Are you evolving your roles to meet the demands of the future?
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ROLES, THEY ARE A CHANGIN’
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KEY QUESTIONS REGARDING TALENT
How do you find, develop, and retain great employees?
Are you evolving your roles to meet the demands of the future?
How are you incorporating diversity & inclusion into your strategy?
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?
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THE RIGHT AND WRONG WAY TO APPROACH D&I
Source: Jennifer Brown “How To Be An Inclusive Leader” 59
VS.
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BUILDING A SUCCESSFUL D&I STRATEGY
• Compelling CEO vision • Management accountability
• Value drivers • Diversity mix
• Data and analytics
• Prioritized initiatives • Inclusive culture
• Metrics and tracking
• Local adaptation • Cross-industry/sector
collaboration
Source: McKinsey&Company, Delivering through Diversity 60
• Compelling CEO vision• Management accountability
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MINDSET
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KEY QUESTIONS REGARDING MINDSET
• Is innovation a leading component of your culture?
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• One part problem solving
• One part problem preventing
RECIPE FOR INNOVATION
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INNOVATION COMES FROM ANY LEVEL
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KEY QUESTIONS REGARDING MINDSET
• Is innovation a leading component of your culture?
• Are you willing to fail a little to learn a lot?
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1.10^5=1.61.01^260 = 13.3
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KEY QUESTIONS REGARDING MINDSET
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• Is innovation a leading component of your culture?
• Are you willing to fail a little to learn a lot?
• What is the role of collaboration as your credit union evolves?
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COLLABORATION IS IN OUR DNA“There’s more and more to know in the world, and you can only have so much in your head. So the share of stuff you know as an individual is declining in any field.”
- Benjamin Jones, Kellogg School
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WAYS TO COLLABORATE
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YourCredit Union
Community
Fintechs
Local Businesses
Each other!
CUSOs
Internally
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OUR MISSIONCredit unions are different and always have been. We never came together with the notion of making money, but with the notion of helping people and improving their lives.
- Ed Callahan
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PURPOSE TALENT MINDSET
TO BE CONTINUED….