Serving the underbanked has emerged as a profitable and strategic opportunity to expand membership and reach underserved communities. Some credit union boards are taking a leadership role in creating new strategies to serve underbanked members and the broader community with successful results. The directors of a large, federally chartered southeastern CU with which the author's firm has worked recognized a growing underserved population in their market. Like many CUs, this board believes in the potential long-term value of serving the underbanked as a strategy to fulfill the CU's core mission. The board voted to implement a comprehensive strategy for the underbanked segment built around a reloadable prepaid card and transactional services including check cashing. The incremental fee income per branch is expected to reach $110,000 annually.