In a Volatile Market, Business Deposits Are the Key to Growth

The economic climate is shifting rapidly. Interest rates remain high, small businesses are tightening cash flow, and competition from big banks—and fintechs—is fiercer than ever. For credit unions and community banks, the question is no longer should we grow our business services, but how to grow business deposits effectively.

At Tru Treasury, we’ve worked with credit unions across the country to help them expand commercial deposit relationships through smarter treasury management. Here’s what your institution needs to know right now—and how you can turn market uncertainty into a growth opportunity.

What Businesses Want From Their Financial Partners Right Now

1. Liquidity Management Support
In a high-rate environment, cash matters more. Businesses are looking for partners who can help them manage working capital efficiently. That means tools like sweep accounts, automated receivables, and smart payables aren’t nice-to-haves—they’re essentials.

2. Real Relationships, Not Just Rates
Big banks may offer higher yields—but they often fail at service. Small businesses want someone who knows their name, understands their operations, and helps them grow. Relationship banking is your competitive advantage—but only if it’s paired with modern tools.

3. Speed and Simplicity
From onboarding to fraud prevention to merchant services, speed matters. Frustration with slow or fragmented systems is one of the top reasons businesses consider switching institutions.

3 Strategic Moves Credit Unions Should Make to Grow Business Deposits

1. Lead With Treasury, Not Loans

Most business outreach still starts with credit—but in today’s climate, businesses care more about protecting liquidity than borrowing. Position your treasury services as the foundation of your business offering, then layer in credit once trust is built.

2. Train Teams to Talk Business—Not Just Banking

Successful commercial teams ask better questions. They uncover cash flow gaps, vendor inefficiencies, and growth bottlenecks—not just interest rates. Tru Treasury offers frontline training programs to turn generalists into commercial champions.

3. Package and Price Services Clearly

Too often, credit unions bury their treasury offerings behind jargon or lack structured pricing. Build transparent service bundles with tiered pricing. Make it easy to understand—and even easier to say yes.

Why Treasury Management Is a Strategic Growth Lever

Business members with treasury services:

• Have 3–5x higher deposit balances

• Are 2x more loyal than loan-only members

• Drive more fee income and referrals

And yet, most credit unions are only scratching the surface.

That’s where Tru Treasury comes in. We help credit unions launch, optimize, and scale treasury programs built for growth. Whether you’re starting from scratch or ready to evolve, we bring the tools, talent, and technology to make it happen.

Ready to Compete—and Win—in Business Banking?

The opportunity is here. Small businesses are underserved and looking for better options. With the right strategy, your credit union can win their trust—and their deposits.

Let’s build a treasury program that fuels real growth.
👉 Schedule a strategy call with Tru Treasury today.