Inside the Largest Underserved Area Expansion of All-Time

Learn how CUCollaborate helped grow GECU's field of membership from under one million potential members to over five million.

Cover of CUCollaborate's case study on GECU.

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Download our case study on GECU's charter conversion and underserved area expansion.

The Aim: Expand FOM While Retaining Current Service Area

Having attained a high level of market penetration within its community, GECU was looking for new, innovative ways to grow its field of membership.

However, under its state community charter rules, expansion options were severely limited by geography.

The Strategy: Charter Conversion & Underserved Area Additions

Step one: The conversion to a federal multiple common bond charter, allowing the credit union to surpass geographic restraints in both Texas and neighboring New Mexico.

Step two: The addition of seven underserved areas, completely redrawing the CU's service area.

The Outcome: Expanding FOM by 1,278%

GECU ultimately was approved for both the conversion and to add six underserved rural districts and one underserved local community with a combined population of 5.1 million.

Additionally, the credit union's entire original FOM remains eligible for membership.

GECU's original FOM.
A squiggly pink arrow pointing to the right.
A map charting GECU's FOM expansion.

"GECU and CUCollaborate made history together!"
—Crystal Long, GECU CEO