Right now, the greatest threat to banking isn’t fintechs or big tech—it’s member indifference. If your experience doesn’t engage, your members will quietly drift away. Your members don’t compare you to the credit union down the street. They compare you to Amazon, Netflix, and Apple. If your experience isn’t as seamless, you’re already behind.

For banks and credit unions, falling short means disengagement, lost loyalty, and missed growth in a marketplace where switching has never been easier.

On this episode of FIsionaries, I sit down with Jared Barr, Chief Experience Officer at Grow Financial Federal Credit Union, to explore how one institution is meeting this challenge head-on. Over the past eight years, Jared has helped Grow transform its approach to marketing, digital, and member services, culminating in his leadership of the entire customer journey as CXO.

This conversation is both a wake-up call and a roadmap: competing on products and pricing is no longer enough. The real differentiator is experience. Jared shares practical strategies to break down silos, modernize engagement, and design journeys that don’t just meet expectations—but create loyalty, advocacy, and long-term growth.