First of all, we provide a high level of service. I mentioned at the very beginning that consistently in surveys, for seven years running, credit unions have ranked at the top of financial services in terms of offering service.
That's the most effective way for us to compete. We offer many of the same products and services, as I said earlier.
The key to success for us is keeping that service level up. Credit unions, and cooperatives for that matter, were formed in the beginning because there were gaps in the market. Local communities felt they weren't getting the service they needed. With regard to the aspect of local membership, even a large credit union with 100 branches is still operating within a community. Whether that community is a town, a city, or in some cases across a province, they are still reflecting the character of the community they're operating in. That local ownership makes a big difference in the way they carry out their activities in the marketplace.
As far as competing, I think because you reflect the community you're in, you appreciate the dynamics of the economy you're in and support it in that way. I think for credit unions the strength comes from that local knowledge and presence.