Nation’s Second-Largest Credit Union Implements Acceptance Program to Retain Members and Drive Revenue
RAI Partners today announced a strategic partnership with PenFed Credit Union to implement a comprehensive acceptance program helping one of the nation’s largest credit unions retain members who are declined for credit cards. The collaboration addresses a critical industry challenge: preventing members from leaving their credit union after a credit decline to seek financial solutions elsewhere.
PenFed Credit Union serves more than 2.9 million members worldwide and manages over $31 billion in assets. The partnership demonstrates the credit union’s commitment to member retention and innovative solutions that keep members within the PenFed ecosystem, even when their initial credit card application cannot be approved through traditional underwriting.
The acceptance program enables PenFed to offer declined members alternative credit card solutions through RAI Partners’ platform, rather than losing those relationships to large banks or other financial institutions. Members receive approval options while PenFed maintains the relationship and generates revenue through the partnership.
“PenFed’s decision to implement our acceptance program validates what we’ve been saying: credit unions shouldn’t lose good members just because they can’t approve every application,” said Brian Scott, Co-Founder at RAI Partners. “When a credit union of PenFed’s scale and sophistication chooses to partner with us, it demonstrates that second-look programs are becoming essential tools for member retention and revenue growth.”
Sumeet Bhalla, PenFed SVP of Consumer Banking, said, “Our members deserve more than just a decline letter. Through this partnership with RAI Partners, we can offer real solutions that keep members within the PenFed family.”
The partnership includes revenue-sharing components that create value for both organizations while keeping members engaged within the PenFed relationship. Both organizations are exploring additional opportunities to expand the suite of financial products and services available to PenFed members.