Tech federal credit union

Members have always been treated like family at KeyPoint Federal Credit Union. It is not unusual for the credit union's financial officers to hand deliver a loan check, attend a loan closing or make a house call to pick up paperwork. And they're known to give guarantees to members that no other financial institution in town will match, like your guaranteed lowest interest rate in town on a loan or $500 cash, or a guaranteed two-day home equity loan turnaround for members in a pinch. Being a member of this family definitely has value.

Now, thanks to a new federal "community" membership charter designation--the first of its kind in Baton Rouge--the KeyPoint family is expanding its reach. Any person who lives, works, worships, or attends school in Ascension, East Baton Rouge, Livingston or West Baton Rouge parishes can now become a member of KeyPoint Federal Credit Union. The credit union also accepts businesses and legal entities located in the four-parish area as members.

"By converting to community charter, we have effectively eliminated the past field-of-membership restrictions that disallowed most community residents the opportunity to join," says President & CEO Ray Smith, who's been known to hand deliver a loan check himself. "We can now serve portions of the community that might not otherwise have had access to credit union benefits."

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Credit unions offer easy, cost-effective and friendly financial services--but for most, membership was governmentally restricted to those with a personal or family connection to a specific business or industry group--such as an employer. KeyPoint FCU was originally established in 1955 as Copo Federal Credit Union by a group of seven workers at the Copolymer Rubber & Chemical Corp. (now DSM Copolymer). Since then, the credit union has faithfully served employees and their families for nearly 50 years.

Though originally formed to simply offer a better savings and loan channel for members, KeyPoint has, over time, developed and implemented member- and family-friendly benefits that define their personal touch and commitment to caring service. Thousands of dollars in scholarships, birthday drawings, seasonal giveaways, and annual meeting prizes like $1,000 cash, cruises, televisions, furniture and appliances are just the tip of the iceberg. Today, low-cost loans, first-home mortgages, free checking accounts, high-interest savings opportunities and interest rebates continue to meet member needs and distinguish KeyPoint from other financial institutions. Five minutes of conversation with the credit union's management and it becomes remarkably clear that they live, breathe and faithfully support their motto, "Members are Key. Service is the Point.[SM]"

"At KeyPoint, we offer more than member service, we offer member care. We give members a more viable solution for handling financial transactions while continuing to support a company culture that emphasizes family values and friendship," says Smith.

The community credit union designation was formally adopted by the National Credit Union Administration in December, following a seven-month application process. "Copo" officially became "KeyPoint" and began working to get the message out to the hundreds of thousands of potential new members the charter encompassed. An advertising campaign featuring billboard and radio advertisement has been implemented to raise public awareness and invite people to visit their locations and see what makes them unique. The campaign revolves around the assertion that "You Can Join" and begin receiving the benefits of membership.

The credit union conversion to community charter is expected to dramatically impact competition among banking institutions and financial services companies in the area, but this credit union is well-equipped to compete. In addition to free checking, low-cost loans, free loan life protection, and family-friendly service, KeyPoint is rolling out commercial accounts--complete with checking, lending and other business retention tools and services. The biggest plus for members is that most of these products and services are absolutely free, largely due to the credit union's not-for-profit status and its "People helping People" attitude.

"Unlike typical for-profit banking institutions, credit unions do not try to make increasingly larger profits off of members to pass on to a group of shareholders," says KeyPoint Vice President and CFO Todd Zirkle. "We place members first, not profits, and make continuous efforts to return surpluses to members through direct refunding, free services and more. We've given interest rebates--yes, we give interest back on loans--for almost 50 years. I don't know of any other financial institution in the area that does that."

Stepping outside of the traditional banking facade tops KeyPoint's list of priorities, as seen in the emphasis on friendliness, personalized attention, cheaper services and convenience. For testament, look no further than their distinctive new home on South Sherwood Forest Boulevard--where you're invited to stay and chat by the indoor water wall, or in the fountain-side outdoor courtyard. Several branch locations will open in strategic positions across the four-parish area, but the new flagship 7,000-square-foot state-of-the-art facility on Sherwood Forest will serve as their main office location. With maple paneling, granite countertops, large video screens and high-tech customer access features, the building makes a dramatic statement and invites members to do business where they feel at home. The credit union hopes to fortify the relationships they've built at their former 900-square-foot home next to the DSM Copolymer Plant, but avoid the icy look, feel and methods of traditional cookie-cutter banks.

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Drive-through service lanes, a member service area, handicapped access, electronic signature pads, and digital image identification will enhance convenience and security, KeyPoint members will also have free ATM access at 43 locations across the four-parish area.

A branch location at Lockhart and Range in Denham Springs will open during summer 2004, while another will open on Highway 1 in Port Allen by 2005. Expansion into Ascension Parish is also planned for the near future.

"There is a very deep and broad movement of people searching for the help, friendship and value of credit union membership," Smith says. "KeyPoint Federal Credit Union is where they will find it. KeyPoint not only lives and breathes the credit union motto, 'People helping People,' but delivers help and care with truth and conviction."