Regardless of whether credit union leaders have supported orcriticized the Affordable Care Act, there is one thing none of uscan deny: the legislation will create a huge market for health careinsurance.

Why should credit unions care?

Because Gen Y, Hispanics and other underserved markets, andsmall businesses will be among the tens of millions shopping forhealth care plans as a result of the coverage mandate.

These are exactly the market segments credit unions aretargeting for their own growth. And these consumers will needtrusted partners to help them make well-educated decisions on theirhealth care in a time of great change and confusion.

Some estimates predict as many as 30 million previouslyuninsured Americans will begin shopping for coverage as they becomeeducated on the finer points of the Affordable Care Act, which isset to go into effect Jan. 1, 2014. An additional 80 millioncurrently insured are predicted to begin searching for a newprovider when the act goes into effect.

These estimates speak only to consumers. Businesses, as well,are predicted to be looking for alternatives come January. Asreported on CUTimes.com, 52% of employers have begun toinstitute changes in their benefits. Think of the long-termpotential of offering affordable health care options to youremployer groups and small-business members. Health SavingsAccounts, as one example, could be just the beginning of a longrelationship with businesses and their employees.

As the most highly trusted, member-centric organizations infinancial services, credit unions are uniquely positioned to betrusted advisors in this discussion. Those in the market for healthinsurance will be facing complex decisions – many for the firsttime.

Much like first-time auto or home buyers need the personalattention and guidance offered by their local credit union,first-time health care insurance buyers will be looking forpatient, high-touch help – the kind of help that translates intolong-term loyalty as first-timers become life-timers.

Education of both consumers and business leaders on theAffordable Care Act and what it means for them will be criticallyimportant. Credit unions, because of their deep roots in localcommunities, are in an ideal position to lead this effort.

What does my credit union know about health care plans? How arewe going to educate our communities and our members as to the bestoptions for them without the proper training or expert staff? Canwe add one more product or service to our already-full plates?

As with any new initiative that has the potential to open newmarkets for your credit union, collaboration is key. Finding expertpartners with similar business models and philosophies is criticalto connecting members and prospective members with the informationand resources they need to navigate the new world of mandatedhealth care.

Partnerships like the one our league, alongside the NebraskaCredit Union League, has developed with CoOportunity Health, willenable credit unions in our two states to offer affordable,high-quality insurance options for individuals, families andbusinesses starting this fall. Like credit unions, CoOportunity Health is a not-for-profit organization managed byand for its members.

Although the partnership is a first of its kind, we areconfident in its success and positive impact because all threeentities live the cooperative model and have a common goal, whichis ultimately creating the best possible options for consumers andbusinesses through increased competition in the health caremarketplace.

We know financial well-being is directly linked to the overallhealth of the families we serve. You have a tremendous opportunityto provide much-needed access to vital information and new healthinsurance options at a time of great confusion.

Partnering with like-minded organizations will not only provideimmediate entry into a large and important market; it will enableour credit union movement to be seen as leaders and trustedadvisors at a time when millions of consumers are looking forguidance.

Patrick S. Jury is president/CEO of the Iowa CreditUnion League.