Following a lengthy review, Affinity Credit Union has made the decision to close the Pelly branch in June, said a release from Tina Merrifield, Affinity communications manager.
“The decision to close a branch is very difficult,” said Mark Lane, Affinity Credit Union Chief Executive Officer. “While branches have historically been the centrepiece of a member’s relationship with his or her credit union, that reality has changed. Members increasingly use other channels, particularly for transactional-based needs. Online and mobile banking are clearly preferred, and the credit union needs to adapt in terms of our investment in these channels.”
Affinity employees will work with individuals and businesses in the community over the next few months to identify service options and help them through these changes, the release said.
“All members are very important to us and our goal is to provide the very best experience for them – whether at another Affinity location, through mobile, online or telephone banking, through mobile specialists or our personalized Contact Centre,” Lane said.
Affinity has a keen focus on investing in new technologies and processes that meet the changing needs of members, the release said.
“We want to ensure that we can offer our members price-competitive products, services and technology that are relevant to their lifestyles,” Lane said. “We really are in a rapidly-changing period as an industry.”
What had once been the Pelly Credit Union had merged with the Kamsack Credit Union in 1985 and then the branch became the Pelly branch of Affinity Credit Union in 2006.
Currently there are three persons on staff at the branch.