A paradox exists in the credit union industry. Credit unions spend incredible amounts of time and marketing dollars on switch kits for new members. Hours are spent thinking about signage, the new member experience, and implementation. Credit unions think about these things a lot before executing because they matter to the success of the credit union and the connection they have with its members. How new members perceive credit unions is important. It takes a lot for people to make a switch, especially when they are moving over from a traditional financial institution. However, we don’t think half as much about switching vendors.