People's Choice Credit Union believes it is leading its peers on customer growth, and says it has attracted "more than 20,000 new members… many more than anyone else in the customer-owned banking sector."People's Choice, a product of the 2010 merger of the Australian Central and Savings & Loans credit unions, (both based in Adelaide) released financial highlights for the year to June 2013 yesterday.It said net profit after tax increased five per cent, to $23.4 million, on a normalised basis (which excludes a $5.4 million gain on the sale of its old head office).Assets under management increased by 1.6 per cent to $6.6 billion, loan balances increased by four per cent to $5.6 billion and retail deposits increased by 5.5 per cent to $3.7 billion.People's Choice managing director, Peter Evers, said: "Our results are ahead of budget, which is pleasing given economic activity has been modest at best and the incredible competition which exists in the banking sector."