What you’re probably overlooking
Every credit union wants to grow its business portfolio. But many are missing the clearest path to do it: the data they already have.
Core data offers a detailed picture of how businesses operate, from balances and cash flow patterns to payment preferences and service usage. This isn’t just reporting—it’s insight. It tells a story about each business member: where they’re thriving, where there’s friction, and where the credit union can step in with real support.
The credit unions winning in today’s market aren’t using more tools—they’re using their existing data more intentionally.
Start with what you know
Most of the answers are already in your system. By analyzing transaction data and account behavior, your team can shift from a reactive service model to a proactive strategy.
Instead of waiting for business members to ask for help, use what you know to anticipate their needs. Build innovative, focused call plans that reflect each member’s actual banking activity—so when you reach out, it’s not a pitch. It’s a recommendation with context.
Real example: Turning observations into action
After Tru Treasury reviewed one credit union's business portfolio, they noticed a surprising trend: Several of its most tenured members were still depositing high volumes of checks, despite having access to ACH tools.
Tru Treasury got the team—Commercial Lenders, Treasury Management Officers, and Branch Managers—together to investigate. They shared insights, compared notes, and created a targeted outreach plan. Within weeks, the majority of those businesses had switched to ACH for receivables.
It wasn’t a campaign. It wasn’t a massive tech overhaul. It was simply a better conversation, backed by data.
Where to look: Quick wins inside the core
Not sure where to start? Here are a few signals that often point to unmet treasury needs:
- High check volume: Recommend Positive Pay and ACH origination.
- Consistently high balances: Discuss liquidity management tools.
- Frequent large transfers: Explore wire alternatives or internal sweep accounts.
- Manual processes: Introduce digital receivables and payables solutions.
Pair these insights with industry-specific knowledge. A retail store, for example, has different cash flow needs than a construction firm. Knowing the industry gives your recommendations more weight.
Make it a team sport
The best insights don’t live in a spreadsheet—they come from collaboration. Commercial lenders understand the business’s long-term goals. Treasury officers know the products. Branch managers hear what members say every day.
When these teams work together, they bring both data and context to the conversation. That’s what makes it relevant. That’s what builds trust.
Why it works—for everyone
Business members don’t want more products. They want partners who understand their operations and offer practical ways to improve them.
When you use core data to inform your recommendations, you're not just offering services but helping solve problems. That builds stronger relationships. And stronger relationships lead to increased treasury product adoption, stickier deposits and deeper engagement, greater fee income and long-term retention, and a more informed, more confident team.
This is how credit unions grow their business portfolios without increasing their workload. Better insights lead to better conversations—and better results.
Want to see what opportunities might be hiding in your core data?
If you’re interested in identifying treasury opportunities within your data or would like a second set of eyes on your portfolio, reach out to the team at Tru Treasury. We’re here to help credit unions turn insights into action—starting with what you already have.
Visit us at www.TruTreasury.com or contact our Head of Enterprise Solutions, Jeff Bassett, at Jeffrey.Bassett@TruTreasury.com. Your community's businesses need you. The time to act is now.
