Lizeth GeorgeAs financial services evolve, credit unions often face a choice: remain limited to a specific field of membership, like employees of a particular company, or expand with a community charter. However, Publix Employees Federal Credit Union (PEFCU) has taken a unique approach that combines the intimacy of a narrow field with the reach of a national service area, proving that growth doesn’t always mean changing who you serve.
Serving All Publix Associates Nationwide
Publix is one of the largest employee-owned companies in the U.S., and PEFCU has proudly served its associates since 1957. PEFCU’s membership spans retail, corporate, and industrial operations associates, as well as their families and retirees, across eight states. “We serve all Publix associates wherever they work or live,” says Shannon Patten, senior vice president and chief marketing and communications officer. “Our role is to listen to their needs, create solutions to help them thrive, and provide financial tools to make their lives easier.”
Deep Understanding of Member Needs
With a focus solely on Publix associates, PEFCU can address the unique financial needs of its members. For example, they offer an innovative relocation loan to support members moving within Publix’s multi-state footprint, covering expenses tied to moving and settling into a new home. Staying mission-focused, PEFCU is able to dig deeper into serving its specific community and meeting their financial goals.
Building Strong Partnerships with Publix
PEFCU’s close relationship with Publix strengthens the credit union’s ability to serve its members effectively. Publix includes credit union materials in its onboarding kit for new hires and provides space for PEFCU representatives to attend company events and share the benefits of membership. “Financially healthy employees are more satisfied employees,” says Patten. This partnership allows PEFCU to provide greater financial wellness resources, which in turn enhances the work experience for Publix associates.
Strategic, Mission-Focused Growth
Rather than changing their field of membership, PEFCU is expanding within the Publix community by reaching more locations and associates across its eight-state territory. Through tailored products and services, they aim to be recognized as an essential resource for both new and existing associates. “Our goal is to support Publix’s growth journey by remaining a trusted financial partner for all its associates,” says Patten.
Engaging Members as Advocates
PEFCU encourages members to become advocates by sharing positive experiences. Through member referrals and financial education programs, PEFCU leverages its own community to spread the word, creating a powerful, organic network of advocates who champion the credit union’s mission and services.
Focused Financial Wellness Programs
PEFCU’s Financially Fresh wellness program offers both online and in-person workshops to equip members with practical financial skills. Members can earn incentives, such as auto loan discounts, as they complete courses on budgeting, saving, credit management, and more. This program highlights PEFCU’s commitment to making financial education accessible and beneficial for Publix associates.
Consistent, Purposeful Communication
From day one, PEFCU makes its purpose clear to new Publix associates, beginning with a message from the CEO during orientation. The credit union’s messaging — through brochures, social posts, and billboards — centers on its commitment to enhancing the financial wellbeing of Publix associates. “We aim to create a sense of pride and to honor our legacy,” says Patten.
Through these strategies, PEFCU demonstrates that a narrow field of membership, when thoughtfully managed, can offer both depth and reach, providing a strong, supportive foundation for Publix employees and their families nationwide.
A version of this article appeared originally on CreditUnions.com. For more information on how other credit unions are gaining a wider reach, click here.
