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Target Marketing Increases, Diversifies CU Loan Portfolio and ROA

By Kyle Hardy, NDS/Sharetec Account Representative

Yield on average loan portfolios is usually the largest source of gross income for credit unions and is highly dependent on product mix, a recent Callahan and Associates study found. Having a diversified offering of loan products can be the difference between a healthy or not-so-healthy ROA. Taking advantage of Sharetec core features like cross-selling and target marketing can help your credit union bridge the gap between special loan offerings and your members.

According to the study, yield on average loans is the largest source of gross income for credit unions up to $100 million in assets. These credit unions are generally making larger net interest margin and loan yield percentages because the size of these loans is generally on the smaller side. By targeting members using specific scripted criteria, credit unions can increase their portfolio size and diversity resulting in higher ROA.

With Sharetec’s target marketing and cross-selling features, your credit union will have the tools and flexibility to customize your members’ experience and increase product penetration. By setting specific metrics or parameters, Sharetec can provide qualified members with special offerings on loans, credit cards, home and mobile banking, and other products. These are just a few of the ways that the Sharetec core data processing system can add value to your membership and also provide a return on investment to your credit union.

To learn more about Sharetec’s target marketing and cross-selling, contact your sales representative at or 800-649-7754.

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