Credit unions’ member-owned, not-for-profit structure is uniquely designed to help working people in a way other financial institutions cannot match.

For-profit financial institutions are designed so customers deliver profits to third-party shareholders. Credit unions are designed to help people afford life.

Embracing Helping People Afford Life® as a common sense of purpose can do more for the credit union movement than a marketing campaign ever could. LSCU encourages credit union CEOs to embrace this slogan and to incorporate it into their credit unions’ lexicons in order to maintain its impact and relevance in the industry. Credit union employees should use Helping People Afford Life® any time they’re asked to differentiate a credit union from a bank.

To learn how credit unions are helping people afford life today, read our 2020 Helping People Afford Life® Outreach Report.