WEST CHESTER, Penn.-If Joe Prunty were a credit union CEO, he'd prefer to retain 15 profitable account holders rather than sign up 100 new members.

Prunty, president and CEO of CorePROFIT Solutions, contends that too many CUs are caught up in growth for growth's sake, rather than the factors that influence profitable growth. "Credit unions seem to say, 'Let's grow loans, deposits, and put more branches out,' and these are easy things to measure, so they feel good," he said.

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