NFC Times Exclusive: Small financial institutions want their members to be able to use Apple Pay, but would prefer to keep transactions in their own branded mobile applications instead, sources at participating credit unions have told NFC Times.

Thanks to Apple’s huge share of the smartphone market in the U.S. and near cult-like following, banks and other issuers have signed up in droves to be part of Apple Pay. That is untrue for competing wallets, such as those from Softcard, formerly known as Isis; and Google.

Apple Pay has already attracted just about all the largest card issuers in the U.S., such as American Express Bank of America, Capital One, Citibank, Chase, and Wells Fargo, which together account for more than 80% of credit card transaction volume in the U.S.