Putting Members First Drives Philosophy at Affinity Plus FCU

Credit Outstandings Up By $2 Million Through Focus on Member Needs

St. Petersburg, FL, Nov. 6, 2006 – Affinity Plus Federal Credit Union of St. Paul, Minn., boosted outstanding credit balances by $2 million ahead of the holiday season by redesigning its credit program to address member needs.

After surveying members, Affinity Plus FCU created a new credit program that involves a ‘one-card’ concept that delivers flexibility and customization to the individual member.

The credit union implemented Account Level Processing from PSCU Financial Services, which evaluates cardholder account characteristics and behavior and automatically adjusts pricing at the account level. This program rewards loyalty and improves service with flexible, dynamic pricing.

The credit union also added the popular CURewards™ program from PSCU Financial Services, since a rewards program was at the top of members’ wish lists.

The staff at Affinity Plus FCU partnered with PSCU Financial Services’ AdvisorsPlus specialists to develop a plan for expanding the credit program while simultaneously addressing the credit union’s unique member needs. In addition to adding rewards and other features, the credit union also launched a credit line increase.

“We have worked for years at building trusting relationships with our members, so we knew we could not execute a mass credit line increase the typical way,” stated Kyle Markland, Affinity Plus FCU President and CEO.

The credit union reviewed line increases at the branch level, so that branch staff could decide what was right for their local members. Offers for credit line increases were delivered to more than 15,000 members. Each offer included the option to decline the increase, but the credit union’s member-focused approach resulted in a decline rate of just 1 percent.

“Our AdvisorsPlus specialists worked closely with Affinity Plus staff members to develop a visionary plan to expand the success of the credit card program in accordance with their member-first philosophy. This plan involved a combination of promotions and services that deliver continuous improvements and greater member satisfaction and loyalty,” said Tom Chandler, Director of Strategic Portfolio Consulting, PSCU Financial Services.

The AdvisorsPlus consulting service combines best practices concepts and technology with intelligence gained from working alongside credit unions nationwide.

About Affinity Plus Federal Credit Union

Affinity Plus Federal Credit Union is the largest credit union in Minnesota with state-based assets. With over $1 billion in assets, Affinity Plus is based in St. Paul and owned by more than 126,000 members who are served by 22 branches, including a call center, throughout the state. Additional information is available at www.affinityplus.org or by calling 800-322-7228.

About PSCU Financial Services

As a non-profit cooperative, PSCU Financial Services is owned by more than 500 member credit unions representing over 10 million cardholder accounts and more than 390,000 online bill payment subscribers. Its Contact Center services more than 10 million inquiries a year.

PSCU Financial Services maintains its headquarters and Eastern operations center in St. Petersburg, Florida. The company is also supported by a West Coast operations center based in Phoenix, Arizona. PSCU Financial Services is the nation's largest Credit Union Service Organization (CUSO).

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