Effective Strategies for Credit Card Pricing is Subject of Latest OpSS Council White Paper

Christopher Morris
CUNA Councils
800-356-9655 ext 4102


Credit unions have a real opportunity to gain credit card market share from banks today, according to a new white paper by the CUNA Operations, Sales & Service (OpSS) Council. Even before the Credit Card Accountability Responsibility and Disclosure Act of 2009 (CARD Act) took effect, big banks were drawing consumers’ ire, between the bailouts, their reactions to the economy’s effects on their credit card programs and their preparations for the new regulatory environment.

The new paper, “Credit Card Pricing: Effective Strategies for a Post-CARD Act Market,” notes that with a well-designed, competitive value proposition—including pricing strategies that make their cards attractive without posing excessive risk—and a comprehensive marketing/communications plan that trumpets the credit union difference, credit cards can still be a credit union’s highest-yielding asset.

This white paper for the CUNA OpSS Council specifically discusses:

  • Significant CARD Act provisions and pricing implications
  • Effective pricing strategies
  • Credit union advantages
  • Metrics
  • Marketplace forecasts

It also includes three case studies showing how credit unions’ pricing has evolved to fit today’s marketplace.

CUNA Council members are entitled to complimentary copies of these and more than 200 white papers; non-members may purchase the white papers for a price of $50 per copy. 

The paper is available online in the white paper section of – select the “OPSS” tab.

Press contacts can download the white paper here (until 8/31):


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CUNA OpSS Council

The CUNA Operations, Sales, and Service (OpSS) Council is a member-led partnership of operations, sales, and service professionals dedicated to providing education, leadership, networking support, professional development tools, and expertise to its members in order to shape the enhancement of the role and diversity of operations in the credit union industry. The CUNA OpSS Council is one of the six organizations that make up the CUNA Councils, a network of more than 4,850 credit union professionals. For more information, visit or

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