Credit unions have long held a reputation for excellent member retention rates. Members are genuinely loyal to their credit unions. Yet, while they maintain their loyalty in the form of a car loan or mortgage, members are increasingly seeking out different FI's for their primary provider. While historically credit unions have been heavily focused on consumer lending by providing the lowest rates to members, it's time to step out of the past, and look beyond the present. Look beyond the lending department and consider the payments opportunity. In the top 3 US banks, for example, credit cards represent roughly 26 percent of loan volume, whereas for credit unions, cards represent just a little over 6 percent! It's time for CU's to look at how their members' lifestyles and spending habits have evolved, and evolve along with them.