Message from the President - Looking Back at 2012

Only a few days remain in 2012 as I write this message to our members, with me hoping everybody had the happiest of holidays and wishing all of you a prosperous New Year. A special thanks goes out to all of you who supported our efforts to raise funds for the SF Firefighters Toy Program this year. Your donations totaled close to $17,000 (as of 12/31/12), and benefit a program that does so much good for so many children.

It was a good year for SF Fire Credit Union, and in many regards. While the official financial reports for the year have yet to be completed, I can say that 2012 was profitable, which is important to all credit unions. It's how we add to our capital reserves and ensure that we'll be here to serve members well into the future. We're proud to offer products and services which provide value, and grateful to have an increasing number of members who recognize this and choose to do their banking with us. The loyalty of our membership astounds all of us at SF Fire Credit Union. Not only are you giving us the opportunity to fulfill more of your financial services needs, but you continue to recommend us to friends and family. We're humbled by the trust you have in us, and will strive to build strong relationships with those you send our way.

We saw a number of significant events occur in the past year. There were improvements to mobile and online banking, making it easier to do business with us anywhere and at anytime. Those of you who visit us in person noticed extended hours, with branches now closing at 6PM on weeknights. And speaking of branches, we opened a new location in Pacifica. This was a result of our merger with Pacifica-Coastside Credit Union, whose core membership of firefighters and civil employees have proved to "fit right in" with the rest of us. We also launched new programs to meet your needs, and as a result of the feedback you provide us. Energy-conscious members can now apply for solar and bicycle loans, and business owners now have access to a full suite of business products and loans.

As we move into the New Year, I believe it's one full of promise. The economy appears to be making a slow-but- steady recovery, which bodes well for both our members and the Credit Union. Times can still be tough for smaller credit unions, with some needing to seek out a larger credit union with whom to merge. This was the case with Bay Media Federal Credit Union, who will officially merge with SF Fire Credit Union in January. Their members will benefit by having access to expanded products and services, while our members will enjoy the convenience of an additional branch location which traces back to our origins at SFFD Station 17. We'll continue working to bring you added convenience, starting with a faster and easier way to apply for loans using your smartphone or online banking. Look for these new tools to launch later this month, and in the meantime know that each and every one of us at SF Fire Credit Union appreciate your continued loyalty. As always, we thank you for making us your financial institution of choice.

Darren Herrmann

Darren Herrmann, President and CEO