special report - Filene Research Institute
Transcription
special report - Filene Research Institute
Filene Research Institute and The Center for Credit Union Research, University of Wisconsin–Madison SPECIAL REPORT The Implementation of Check-Cashing Services A Growth Opportunity for Credit Unions A Pilot Program by the Filene Research Institute Mark C. Meyer, J.D. Introduction Millions of low to moderate-income Throughout the pilot, the Institute Americans do not obtain payment services collected and disseminated check-cashing from mainstream financial institutions. information, including hosting: These individuals are more likely to rent their homes; are racial or ethnic minorities; are young; have limited or no assets; and possess limited educational attainment. In most cases, they have almost no monthto-month financial savings, and frequently have impaired credit histories. Credit unions are in an excellent position to reach out to these people and fulfill their traditional mission of providing financial services to people of modest means. In research sponsored by the Filene Research Institute, Professor John P. Caskey, of Swarthmore College, suggests specific ways in which credit unions can shopping rates, operating procedures and other details. • A Web site • Development and distribution of a check-cashing implementation tool kit At year end 2003, over 19 credit unions or credit union related organizations offered check-cashing services in seven states. services they receive from unregulated providers. These services require frequent in evaluating the check-cashing pilot. face-to-face interaction, and expose the 1. To fulfill the traditional role of credit unions in offering low cost financial benefits and challenges of transaction of modest means, demonstrated that an idea can be taken from a research study and implemented in the credit union marketplace. consumer to opportunistic business practices of the AFS. Yet check cashers are flourishing, because they do a better job than mainstream institutions of structuring products and services to meet the needs of low-asset households. “This research and pilot project 2. To balance the cost of services among addresses one of those who support the credit union the most important and those who use it as “free riders,” opportunities 3. To improve the credit union’s bottom line through transactional services, and 4. To attract new members, as non- credit unions face today,” says Bob Hoel, Executive Bob Hoel Director, Filene members learn about the traditional Research Institute. “It has implications for services available from a credit union. the delivery of financial services to a The 2003 check-cashing pilot project Mark Meyer, Filene’s worked closely with leagues and associa- director of innovation tions to identify credit unions with programs, suggests significant interest in offering check- that to get started cashing services. A total of 22 credit with a check-cashing unions or credit union-related organiza- program, a credit tions and initially five leagues participated union needs to: in the project, which was designed to test the feasibility of offering transaction credit union. service is the key measurement of success services to individuals and households product offerings. The pilot also appropriate business models for the tion of a sustainable new credit union To provide empirical evidence of the a practical complement to credit union 5. Review regulatory considerations for cashing outlets typically pay more for the check-cashing services, including: determine whether these services are convenience and service levels. Low-income consumers who use check- check-cashing outlets, payday lenders, Institute undertook a pilot project to — much depends upon accessibility, for implementation in 2004. Implementa- compelling reasons for offering fee-based Innovation and the Filene Research 4. Remember that this is a retail business Several additional locations were poised by the alternative financial sector (AFS) — services, the Center for Credit Union 3. Research the competition (AFS) by • Educational work sessions A number of purposes may be cited as to-own shops and car title lenders. creatively. • Pilot teleconferences provide services currently being offered small loan companies, pawnshops, rent- 2. Be prepared to market the product Mark Meyer 1. Obtain the commitment of services to nonmembers. Over time, additional credit unions and leagues board, management and staff to became involved. develop products or services to reach the unbanked. segment of the American population that needs them most. Even more important, it reaches into the halls of Congress and state legislatures to demonstrate credit union commitment to serving the financial needs of all citizens. And it provides new revenue streams for credit unions.” In this Special Report, we present the experiences of several credit unions, credit union service organizations and leagues that have opted to support fee-based check-cashing services to members and to the general public. Based on the 1 Introduction continued experience of these organizations, others unions in reaching out to consumers can expect the following in pursuing most in need of financial services. a program: • Marketing is often best accomp- • Check cashing can provide additional fee income and create an opportunity for the unbanked and focus on word-of-mouth and other information to verify user identity informal communications channels. and registration. service do they begin to appear at • Check-cashing services are an exten- the credit union office to cash their sion of the historical role of credit techniques and systems, a credit union can capture the necessary as potential members learn of the the value of credit union membership. costly or risky. Working with proven lished using “guerrilla” tactics that • Lobby traffic builds slowly. Only under-banked to learn more about • A check-cashing service needn’t be payroll and government checks. • Success depends upon market research, including an examination of competitive rates and procedures. • The unbanked consumer expects friendly, efficient and fast service. ❑ Check Cashing as a Producer of Fee Income and a Source for New Members Charter Oak FCU, Groton, CT – $426 Million in Assets Ray Currier, Product Development and Implementation Officer Charter Oak FCU began looking at fee-based check- Ray Currier In the fall of 2001, the credit with the credit union through the check- union advised members that if cashing program, and subsequently they did not maintain at least become savers and borrowers. Data is $100 in a share account, they maintained on the credit union’s core would pay a fee of 1% of the data processing system, so there is no face value of the check for need to purchase specific check-cashing check-cashing services, a very service software. competitive rate for cashing a government or payroll check. cashing services upon examination of Charter Oak began marketing its fee-based check-cashing service to nonmembers in the credit union’s financial statement. As a result, some members increased their February 2002. During its first 11 months An analysis showed many members used share balances. Some members chose to of operation, the program took in $55,000 the credit union primarily to cash checks. pay the fee, and now pay their own way. in fees from both members and These members maintained low-balance The change resulted in a better financial nonmembers. During the first nine months savings accounts as access to check- position for the credit union and for its of 2003, the program took in $80,000 in cashing privileges. member owners. “Charter Oak is firmly fees, putting it on target to increase fee committed to helping our members,” says income by 100% compared to the The credit union recognized the need of Currier, “but we also know that we must previous year. this membership segment, yet could not be financially viable in order to serve them afford to continue to offer free check most effectively.” cashing, due to the impact on average This success has been accomplished largely through word of mouth advertising assets and shares per member, and Based on the success of the member fee- and employee buy-in. “We do have increased expense ratios. Charter Oak’s based check-cashing service, the credit signage at our facilities,” says Currier, high cost per transaction was affecting the union opened the program to “but I attribute the growth in our program organization’s competitive edge. And the nonmembers as well. When potential to employee acceptance. Early on, we credit union did not want to close accounts members come in to cash checks, their worked to convince our employees that and send some members to AFS outlets. personal data is entered on the credit service fees were in the best interest of union’s computer. “New members pay a members. It took training, both one-on- Product Development and Implementation five dollar membership fee,” Currier says. one and in our employee newsletter, to Officer Ray Currier reports that Charter “We open a share account for them and help them understand that this service Oak is a very strong credit union, but that place them on our marketing list.” benefits both the credit union and its a member check-cashing charge was necessary in order to control expenses. Charter Oak now tracks the number of individuals who establish a relationship 2 members.” Currier believes that employee training and education is key to the success of the program. Check Cashing As A Producer of Fee Income continued Charter Oak markets its fee based check- obtained through tracking indicates that found that members want a simple cashing service most heavily at tax time. the program is profitable. The combina- system,” he says. “If you make it compli- Currier calls tax preparation companies tion of reducing transaction costs for low cated, members tend to turn to check- in the area and encourages them to send balance members, increasing fee income cashing firms.” their clients to Charter Oak to cash from check-cashing members, and giving income tax refund checks. That has the credit union an opportunity to market proven to be a very successful program, its services to a new market segment adds and provides the fee income needed to up to a very attractive opportunity. continue growth. Charter Oak has also added other services to enhance its transaction program. It offers stamped envelopes, a very popular service with members. The credit union Ray Currier advises others considering also cut its fee for money orders by one- Charter Oak tries to keep its program as embarking on a fee-based check-cashing half, and it now sells more money orders simple as possible to keep costs down. program to keep it simple for the member than ever. ❑ Transaction costs are monitored, and data as well as for the credit union. “We’ve Check Cashing As a Demonstration of Credit Unions’ Historical Role in Reaching Out to Consumers Wisconsin Credit Union Shared Service Centers, Inc., Greenfield, WI and we initiated the program in that Shared Services Centers’ research location as well.” revealed that people who use check- Rick Hagopian, President check-cashing service was based on a The Wisconsin Credit Union Shared Service Centers, Inc. has offered checkcashing services to people who are not credit union Rick Hagopian members since July, 2003. President Rick Hagopian reports that the CUSO began The rationale for offering a fee-based number of factors. The CUSO’s board of directors is dedicated to traditional credit union philosophy of meeting the financial cashing services want convenience. They want to be comfortable using the service, and they want the process to be simple. That became a primary goal in designing the service. needs and preferences of many income Members and potential members can also levels. The board believes that a shared purchase money orders, traveler’s checks, service center ought to offer the widest stamps, envelopes, and bus passes at possible range of services to members of Service Center branches. All these services the credit unions it represents, and assist provide convenience for the people using in recruiting new members from among them. “We empower people to take care the unbanked. of all their business in one location,” says Hagopian. “This establishes a meaningful looking at a fee-based consumer check- “We are different than check cashers,” cashing service during 2001. “We had a says Hagopian. “Many check cashers use a branch in mind that we felt would be sliding scale fee structure, which can be Shared Service Centers promotes its perfect for this kind of service,” Hagopian expensive for the consumer. We chose to check-cashing services on site with exter- says. “It had heavy traffic and good charge a flat fee, which we feel is in the ior banners, balloons in its lobbies, flyers, visibility. However, the branch was too consumer’s interest. But the biggest and window signs. It announced the small. It didn’t have the capacity to handle difference between our operation and a service to area businesses, explaining the the volume we anticipated.” check-cashing service is that once a value of providing cash to their employees. Subsequently, the CUSO bought a former bank building, rekindling its interest in check cashing services. “As we prepared to offer these services in one branch,” says Hagopian, “we decided that a relationship of trust is established with consumers, we’re in a position to introduce them to 30 credit unions in our state, at least one of which is likely to be able to accept them as a member.” relationship with the consumer.” Hagopian believes that users of the check-cashing service are people who can benefit greatly from credit union membership. “The majority of checks we cash are payroll checks,” he says, “ second branch might also be a good fit, 3 Check Cashing As a Demonstration of Credit Unions’ Historical Role continued so these consumers are gainfully “It’s a pretty straightforward service,” he With a little homework, it can be done employed and can benefit from credit continues. “There are many reasons why safely and securely, and can provide a union services. We’re here to introduce credit unions ought to take a look at benefit for the community as well as for them to the benefits of membership. transaction services such as check cashing. the credit union.” ❑ Marketing is Often Best Accomplished U s i n g “ G u e r r i l l a ” Ta c t i c s River City Credit Union, LaCrosse, WI – $8.4 million assets “We completed an application, To be competitive, River City offers provided a copy of our policies marginally lower rates than other and procedures, and received providers in LaCrosse. One of Venner’s approval within three weeks,” goals is to convert check-cashing clients she says. Bea Venner, President Initially, River City placed ads Bea Venner heard about feebased check-cashing programs in the local paper but did not Bea Venner for nonmembers through the Wisconsin League. “It struck a chord here,” she says, “because we are located in an area with many low income public assistance people. These folks are always looking for a place to cash their checks. In many cases, individuals come in and open an account primarily to use the credit union to cash checks.” River City’s location is excellent to attract commuter and other traffic, because its office is located on a main thoroughfare. Venner believed that a check-cashing program would be a way to provide service for those people without requiring them to open an account. River City gathered background information to verify Venner advises others interested in providing fee-based check-cashing placed in local businesses to alert services to do research on whether they consumers of the new service. Venner have a good location; be competitive with also visited a cash advance firm that often regard to rates; and use brainstorming receives requests from people to cash techniques to determine how best to checks, a service the cash advance firm attract people to use the service. does not offer. “We plan to continue to Unconventional marketing methods may pursue these informal marketing channels help get the word out, she says. ❑ as we move forward with the program,” says Venner. In promoting the service on site, the credit union needed to observe city ordinances regarding how and where signage can be placed. Current signage lets people know that River City cashes checks for nonmembers as well as for members. The credit union’s check-cashing procedures are simple: check-cashing clients and after it was assured that sufficient safeguards would be put in place, it granted permission to proceed. Venner then applied to the state regulator, a process that in Wisconsin is fairly simple. 4 we’ll see more of it in the future.” for. More effective were flyers payroll and government checks. ment to research policies and procedures, happen,” she says, “and we’re hoping get the kind of response hoped identity and allow individuals to cash The credit union’s board asked manage- members. “We’ve already had that complete an application and the credit union makes a copy of the first check cashed. If they qualify, users receive a check-cashing card they can show, along with personal identification, on subsequent visits, eliminating the need to go through the initial process again. It’s a kind of pre-approval mechanism. L o b b y Tr a f f i c f o r C h e c k - C a s h i n g Services Builds Slowly Green Bay Credit Union Center, Green Bay, WI Calvin Radue, President To track transactions and users, the Center Radue made certain changes in the model set up a separate account with its data presented at Filene’s check-cashing processor. Check-cashing clients’ names workshop. The model, for example, does and other data are entered on that system not accept a check if the credit union is so that when they come in, their account unable to call and verify the user’s identity Like Charter Oak FCU, the credit unions history can be accessed. With adherence with an employer. “Many of the people that make up the Green Bay Credit Union to a few policies and procedures, checks we see work at startup operations in local Center had many members who used their and identification can be verified. The malls and other employers,” he says, “and credit union largest market group for check-cashing the employer’s phone is not yet listed in primarily to cash services at the Green Bay Center is young the book. Out of state employers may also checks. Two years males, according to Radue. be difficult to contact. So we often waive ago the Center received permission from state regulators to offer fee-based checkCalvin Radue cashing services to the general public. That plan was not implemented, however, until one of the Center’s credit unions undertook plans to no longer participate in the Center The Center has placed signs on its building, and posters in the places of Radue’s advice: “Don’t be afraid of this business of sponsors of the credit unions program. A fee-based check-cashing the Center manages. Radue also called service is similar to what we used to see several social service agencies and in a grocery store, where people would provided them with posters to place at come in and cash their payroll checks. The their offices. He has not used traditional fear some credit union people have about advertising media such as newspapers to offering this kind of service is unfounded. promote the service. It can benefit the credit union, its and go on its own. Center management Lobby traffic is building slowly. “You don’t looked at how the loss of revenue could open your door and have 15 people rush- be recouped, and fee-based check cashing ing into the lobby to cash checks,” says was the answer. Radue. “But volume is growing steadily. “I attended a Filene workshop on the subject,” says Center President Cal Radue, “and armed with the information I received there we moved forward to implement the program.” that requirement.” members, and bring in new members as well. It seems to me to be an easy decision.” The Center has had no losses since it began offering the service ❑ We’re looking forward to reaping more income from the service as members and nonmembers hear about it.” The Center charges 2% of the face value of the check, rounded up to the next whole dollar. 5 Check Cashing Can Be Offered With Minimal Expense First Community CU of Beloit, WI – $38 million in assets Jack Gill, President Gill believes many opportunities to serve anyone who might credit union people benefit from the credit union’s services. tend to see the Check cashing is one way to achieve that program as much goal. “We feel we’re providing a good more complicated service at a good price,” he says, “We learned about check-cashing services than it needs to be. “compared to check-cashing companies. at a seminar at the Wisconsin League’s “This That’s in accord with the historical role of annual meeting,” says Jack Gill. “The is a pretty simple credit unions.” Filene staff presented the subject. It Jack Gill product, and seemed a fairly straightforward oppor- needn’t be over-analyzed. We started our tunity, and we decided it was something service without software, working with we wanted to do. Our credit union is manual logs and registers to keep track of located in a part of our city with a signifi- program use. This approach keeps the cant number of low income households, cost down until we have a track record which makes fee-based check cashing and can determine how successful the appealing to many residents. We have a program will be.” check-cashing outlet within three blocks First Community has been careful to observe the recommended requirements for identification, and as a result it has had no unexpected surprises in implementing the program. The credit union averages $400-$500 per month in income through its check-cashing program. “We’ve been very conservative in the initial phases of First Community’s board of directors the program,” says Gill, “because we has been very supportive of the program. know we can purchase software and other Gill reports that fee-based check cashing Management presented it as a way to resources if demand warrants. In the was a relatively easy project to undertake. generate income and recruit new mem- meantime, our costs have been held to The cost of implementing the service is bers, and the board agreed. To date, a minimum, and we’re happy with that modest, so that the financial risks involved about 25% of individuals who initially approach.” are acceptable. came to the credit union to use its check- of the credit union.” First Community perceived two potential benefits in a check-cashing program: it cashing service eventually became members. Gill suggests that credit unions talk to others who have implemented a checkcashing program about their experience, offers a way to increase membership, and Like other credit unions offering check- and think about the risks and potential. it promises additional revenue. “We don’t cashing services, First Community has a He adopted the policies developed by expect to get rich from a program like banner outside its lobby advertising the other credit unions, simply refining them this,” says Gill, “but it is a good way to service. The credit union also sends letters to suit his needs. (Filene has facilitated reach a new group of potential members.” to temporary employment agencies and to making the policy documents available to major employers listed in the local any credit union interested in developing chamber of commerce directory. “We’ve a check-cashing program.) The credit union also has a large Hispanic population in its service area, and is looking for ways to attract that market segment to join and use the credit union. Transaction services are one way to accomplish the goal. Gill is also working on providing Spanish language services to Hispanic members. also developed a referral coupon program,” says Gill, “offering half-off the next check-cashing transaction for both the existing user and the new user. We believe that word of mouth is more effective to reach this market segment than some of the more traditional media The effect of offering check cashing has channels. The program requires time to not resulted in overwhelming numbers of build: if people are pleased with our individuals in First Community’s lobby. service, they will be back and they’ll tell “As a matter of fact,” says Gill, “we’d like their friends about it.” to see a bit more lobby traffic. I don’t think people need to be concerned about the overcrowding issue.” 6 Jack Gill does not focus specifically on the underserved. Rather, he is looking for new The philosophy of First Community’s management and board is that if a feebased check-cashing program works, that’s great. If it doesn’t work, the credit union’s investment and risk are minimal. Because costs are so modest, Gill feels no urgency to make a quick success of the program. So far, he hasn’t had a loss, and the program has performed well without major problems. ❑ Check-Cashing Success Depends Upon Market Research Dane County Credit Union, Madison, WI – $65 million assets income generator and a way to provide a comfortable with the initial phase of the low-cost service to the community. program. “We see the check-cashing Mary Rescorla, Vice President, Operations management prepared a presentation After attending a Filene workshop, outlining the program to the board. Being Dane County Credit Union is a member of the Credit Union Express Branch (CUEB) in Madison, a shared service center, which began Mary Rescorla offering nonmember check service as an additional way for our credit union to reach out and serve a community need,” she says. able to report on the success of CUEB in And credit union president Linda fee-based check cashing made it relatively Wilkinson adds: “Dane County Credit easy to obtain the board’s buy-in. The Union made the decision to offer non- credit union also contacted area check member check cashing because we feel cashers and payday lenders to determine modest income households deserve a what services they were offering and what better deal. We can provide check cashing prices they were charging. And it talked at a lower cost by utilizing existing staff with the president of CUEB to review its and facilities as an outreach to members program and procedures. of our community who need these cashing in 2002. When the Express Branch Mary Rescorla reports that Dane County exceeded its check-cashing projections in plans to add other services, such as both volume and income, Dane County stamps, money orders, and perhaps wire decided to look into the service as an transfers, once we the credit union is services. It’s what credit unions are all about, people helping people.” ❑ League-Sponsored Check-Cashing Programs Alabama Credit Union League Hal Hays, Director of Business Development The Alabama League sees The league’s CUSO did extensive research check cashing as a way to before presenting a rationale to the initiate a relationship with board. “We held ourselves to a very high people who might not standard,” says Hays. We met with each otherwise enter the credit board member to be sure all concerns Hal Hays, Director of Business union. Check cashing may be were addressed before proceeding.” Development for the Alabama the only financial relationship Credit Union League reports an individual has. By connecting that credit unions in his state Hal Hays with these people, credit want to reach out to the underserved, and unions also establish a framework for the league took the initiative to help make financial literacy and other financial that happen. A Filene-sponsored report on products. the subject, Check Cashing and Savings Services such as fee-based check cashing brings potential new members into the credit union, according to Hays. Alabama service centers gather information for the CU Matchup program, to identify nonmembers eligible to join. In their Programs for Low-Income Households: An Alabama service centers also provide lobbies the centers offer literature in both Action Plan for Credit Unions, by John P. remittance services through the World English and Spanish on the credit union Caskey, demonstrated how non-member Council’s IRNet service; pre-paid wireless; difference, and on money management check cashing in a shared branch and bill payment services. The league is education. environment could be implemented. “A investigating debit card funds number of our stand alone service centers disbursement and check truncation. “We are in areas with low income households,” won’t close the door to any means that says Hays. “We’re hoping that extended will help serve this population better,” hours of operation at these centers will be says Hays. “We’re hoping the league’s experience in participating in the Filene pilot project will help credit unions throughout the state benefit,” says Hays. ❑ attractive to our target population.” 7 League-Sponsored Check-Cashing Programs Delaware Credit Union League consumers using check-cashing services And in Michigan, Veronica Madsen, may be potential members and could Senior Regulatory Consultant for the take advantage of other credit union League reports that her league became services,” says Walls. “Drawing them away involved in the check-cashing pilot The Delaware Credit from fringe banking outlets and providing program after she and Bob Huston, of Union League an affordable service were prime Co-Op Services Credit Union attended became involved in motivators in offering the program.” Filene’s Check-Cashing Business Oppor- Bob Walls, President non-member checkcashing services through DELCU Financial Services, Bob Walls continued LLC, a credit union CUSO managed by the league for the past four years. Bob Walls, the league’s president, reports that the CUSO was originally formed by 16 credit unions for the purpose of deploying surcharge-free ATM cash dispensers around the state. The CUSO subsequently developed a member personal trust program, and was looking for other opportunities to reach out to consumers. “We recognized that Several credit unions expressed interest in the providing the service. Standard tunities for Credit Unions session in March 2003. policies, procedures, and signage were Twelve credit unions responded to the developed using the successful models initial call for interest in participating in already in place in Wisconsin and Missouri. the Michigan pilot. Due to state regulatory The first two credit unions to adopt the program in Delaware are American Spirit Federal Credit Union and Diamond State Federal Credit Union. Both credit union CEO’s wanted to serve consumers who lack a mainstream financial institution relationship, develop additional credit union membership opportunities, and promote the credit union philosophy of “People Helping People.” hurdles, only one credit union, Midwest Financial, and service centers made plans to move ahead with the program. Madsen reports that many Michigan credit unions are still very interested in offering the service, and are making plans to adopt fee-based check cashing in the future when a model credit union in Michigan has demonstrated the feasibility of the program. ❑ Conclusion At year-end 2003, at least 19 credit union Credit unions in Nevada, Maine, Wyoming The Filene Research Institute continues or credit union related organizations and Tennessee plan to implement check- to be a resource for credit unions inter- offered low-cost transaction services to cashing services. Over 25 credit unions in ested in developing products or services the under-banked in seven states. Activity California indicated interest in reaching for the low-to-moderate asset household. across the nation indicated that within out to offer transactions services to Learn more about check-cashing services another year more than 50 credit unions consumers. would be offering check-cashing services. for credit unions at www.filene.org, or contact the Filene Research Institute at 608- 231-8550. ❑ 8 C re d i t U n i o n O rg a n i z a t i o n s O ff e r i n g F e e - B a s e d Check-Cashing Services with Live Locations in 2003 (Known by the Filene Research Institute as of December 2003) Avestar Credit Union Ladish Community Credit Union CENTRA Credit Union Midwest Financial Credit Union Charter Oak Federal Credit Union River City Community Credit Union Credit Union Express Branch Wisconsin CU Shared Services Center, Inc. Dane County Credit Union UnitedOne Credit Union First Community Credit Union of Beloit Alabama Credit Union League Green Bay Credit Union Center Delaware Credit Union League Kansas Credit Union Association (Assisted Kansas CUSO) Michigan Credit Union League (Assisted Michigan Credit Unions) Missouri Credit Union Association Wisconsin Credit Union League (Assisted Wisconsin Credit Unions) 9 Filene Research Institute P.O. Box 2998, 5910 Mineral Point Road Madison, Wisconsin 53701-2998 Phone: 608.231.8550 Fax: 608.238.4709 Website: www.filene.org 1752-P1045(0404) © 2004 Filene Research Institute