GTE: Lots of card competition heading CUs’ way

A credit union that has meticulously reviewed all member touch-points around its cards is now bringing its cards in-house, saying the “card experience” is going to be more critical to future card loyalty than even rate or rewards.

GTE Financial recently brought its debit and credit card programs in-house, and Chad Burney, EVP and COO, said too much competition is headed CUs’ way to do anything less.

“We want to be in control of our own destiny and provide the experience we know we need to provide,” said Burney, adding significant changes are taking place at GTE financial and that even more change is coming to its card offerings.

Complete control of a credit union’s card programs is extremely critical today, providing the credit union has the resources to do it, said Burney.


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