![]() “We saw brand is very much an enabler of growth. It is still a credit union, but a new name and renewed focus on brand, a determination to capture first home buyers, a new purpose and major sports sponsorships have seen it smash many of CUA’s brand metrics – within nine months. After 75 years as CUA, it became Great Southern Bank. The percentage of people converting from awareness, knowing about CUA, to consideration, actively considering using its services, peaked at 18 per cent.Īnd so, last year the company re-branded. They were reaching very few younger customers in an extremely competitive market. The average age of their customers was almost 50 years old. ![]() A union, but for credit.įor Credit Union Australia (CUA) back in mid-2021, however, there was one major problem - young people just didn’t know that. ![]() A credit union is “a cooperative association that makes small loans to its members at low interest rates and offers other banking services”, according to Merriam-Webster. ![]()
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