List of Metrics – 2018-2019 Credit Union Investment Services Survey

Survey Metrics

Penetration of the Opportunity

• Percent of Members with Accounts
• Share Revenue Penetration [annual gross investment services revenue per million of share deposits]
• Household Revenue Penetration [annual gross investment services revenue per Member household]
• Year-over-Year Investment Services Revenue Growth
• Net Income Contribution Margin [net income as a percent of gross revenue]
• Pre-tax Net Income Margin [after corporate G&A allocation]
• Pre-tax Net Income Growth [after corporate G&A allocation]
• Efficiency Ratio [expenses divided by net revenue]
• Efficiency Ratio Fully Loaded [after corporate G&A allocation]
• Share Profit Penetration [annual net investment services income per million of share deposits]
• Household Profit Penetration [annual net investment services revenue per Member household]

Advisor Productivity

• Gross Revenue per Advisor
• Gross Revenue per Advisor (not including Licensed MSR revenue)
• Advisor Productivity (Transactional + Advisory + Trails per Advisor)
• Member Services Representative Produced Revenue per Producing MSR
• Investment Assets per Advisor (thousands)
• New Investment Assets per Advisor (thousands)
• Transactional Revenue per Advisor
• Life Insurance Revenue per Advisor
• Advisory Revenue per Advisor
• Trail Commissions per Advisor
• Recurring Revenue per Advisor (Advisory plus Trails)
• Gross Revenue per FTE
• Investment Assets per FTE (thousands)
• Households with Investment Accounts per Advisor
• Investment Accounts per Advisor

Management Metrics

• Referrals from Credit Union Staff per Advisor per year
• Deposit Referral Penetration [annual referrals per million shares]
• Household Referral Penetration [annual referrals as a percent of Member households]
• Advisor Deposit Coverage [millions of shares per Advisor]
• Advisor Household Territory
• Advisors per Sales Assistant
• Percent of Advisors who are Jr Brokers
• New Assets as a percent of Total Assets
• Managed Assets as a percent of Total Assets
• Share of New Assets that are Managed Assets

Asset and Product Composition

• New Assets as a percent of Total Assets
• Managed Assets as a percent of Total Assets
• Share of New Assets that are Managed Assets
• Transaction Revenue as a percent of Total Revenue
• Life Insurance Revenue as a percent of Total Revenue
• Advisory Revenue as a percent of Total Revenue
• Trail Commissions as a percent of Total Revenue
• Recurring Revenue as a percent of Total Revenue

Expense Profile

• Effective Financial Advisor Payout Rate
• Average Financial Advisor Compensation
• Direct Expenses per Financial Advisor
• Allocated Expenses per Financial Advisor
• Total Expenses per Financial Advisor
• Sales Force Comp as a Percentage of Total Revenue