With all the emphasis over the past several years regarding online banking and marketing, the author wonders if perhaps credit unions have not fully realized the opportunity to leverage their unique value proposition via the Internet. Simply put, the Internet can be leveraged well beyond the mere transaction. It's time to move beyond online banking 1.0. Personal financial management (PFM) may well be redefining online banking and what members expect from their credit unions. PFM tools aggregate member financial records, allowing them to see credit union, bank, mortgage, credit card, investment, retirement and other accounts on one screen and instantly track their cash flow and spending behaviors. A very holistic view of a member's financial situation is presented, in one place.