With policymakers revisiting the debate over credit unions’ tax exemption, what’s at stake for the industry? And if the exemption were to disappear, would it really be as damaging as some fear?

In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Michael Goad, President and CEO of Dow Credit Union, to discuss why credit unions are buying banks, the impacts of credit unions losing their nonprofit status, and whether or not we should be optimistic for the rest of 2025.

Revenue isn’t the goal. It’s the proof that a credit union is delivering real value to its members. But in a rapidly changing landscape, how do credit unions continue to raise the bar on member experience while staying true to their mission?

In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Stacy Armijo, Chief Experience Officer at Amplify Credit Union, to discuss how credit unions can keep raising the bar on member experience, whether AI is distracting from their biggest advantage, and why some companies are pulling back on DEI, while credit unions may need to double down.

In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Jim Ahrens, Chief Value Officer at PFP Services, to dive deeper into the challenges and strategies behind effective outbound marketing. Picking up from Episode 27, we talk about where outreach efforts still fall short, how credit unions can shift toward a true service-driven culture, and which metrics actually measure outbound success.

A huge thanks to our sponsor for this episode, PFP Services. 

Credit Unions know that engagement is key to success. PFP Services brings expertise, resources, and passion to help you build strong connections with your members. Our goal is to grow your credit union together, forming lasting bonds every step of the way. Partnering with us means a mutually beneficial relationship with absolutely no cost! Visit familysecurityplan.com/credit-unions/ to learn more.

What happens when you mix tech innovation, multigenerational teams, and key performance metrics? You get a conversation credit union leaders can’t afford to miss.

Recorded Live at the FUEL Future Summit 2025 in Detroit, Michigan, host Joshua Barclay and guest co-host Elizabeth Osborne, COO, Great Lakes Credit Union welcome special guest Shawn Premer, Chief Human Resources Officer at Consumers Credit Union to break down what it really takes to drive change, lead diverse teams, and make sense of all those KPIs. 

Whether you're trying to sell big ideas, manage workplace dynamics, or just sound smarter in strategy meetings, this episode has you covered.

A big thanks to Credit Unions First for sponsoring this episode! They help credit unions maximize insurance profitability with smart, proactive solutions. Learn more at www.creditunionsfirst.org.

Listen now and visit GrowYourCreditUnion.com to see more. 

 

In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Bill Snider, Chief Strategy & Innovation Officer at Clearview Federal Credit Union, to discuss three timely topics shaping the future of credit unions.

The Struggles of Digital Literacy
Are tech-savvy team members getting harder to find? Despite living in a high-tech era, Bill believes digital literacy remains an essential focus when hiring and upskilling. As Becky points out, even younger employees accustomed to mobile apps can lack basic PC skills, forcing credit unions to strike a balance between training, buy vs. build software decisions, and proactively developing the tech talent they already have.

When the Well Runs Low
With liquidity near historic lows, credit unions are taking a closer look at deposits, asset duration, and emerging technologies. Bill explains how Clearview created a dedicated deposits team and revisited its investment mix to maintain financial stability. While Becky reminds us there’s “nothing new under the sun,” she highlights how innovations like tokenization and AI-driven analytics could help credit unions prepare for the next big shift.

Are We Always Better Together?
Forty-six mergers occurred in Q2, with most citing expanded services as the reason. Bill shares lessons from Clearview’s own merger experiences, warning leaders not to end up like the last scene of The Graduate—unsure of what’s next. From culture clashes to duplicate systems, he and Becky agree that bigger isn’t always better. Proper planning, cost-benefit analysis, and a clear post-merger roadmap are vital to success.

Visit growyourcreditunion.com to learn more!

Are Credit Unions Missing the Mark on Branding? In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Bethany Dutcher, VP of Marketing at Members First Credit Union, to explore three critical topics that could shape the way your credit union presents itself to the world.

Five Brand Killers
Discover why a lack of ownership, consistency, storytelling, real differentiation, and niches can undermine your credit union’s identity. Learn how focusing on emotional connections—and repeating your story more often than you think—keeps your brand top of mind.

Winning Over Millennials and Gen Z
With only 5% of younger generations turning to credit unions, it’s time to close the gap. Hear why aligning with their values, providing user-friendly mobile banking, and highlighting cooperative principles can help you stand out in a crowded marketplace.

Rebranding for Real Growth
Explore how a strategic brand refresh—rooted in a clear “why”—can fuel asset growth and member loyalty. From surveying employees for honest feedback to involving an internal “brand team,” see why rebranding is more than changing a logo; it’s connecting your culture to your community.

Visit growyourcreditunion.com to learn more!

Are Credit Unions Undervaluing Outreach? In this episode of Grow Your Credit Union, host Joshua Barclay and guest co-host James McBride, CEO of CONNECTS Federal Credit Union, welcome David Sussman, CEO of PFP Services, to explore strategies for more meaningful member engagement and sustainable growth. Together, they tackle three key areas:

1. Build Trust Before You Call: Discover how a thoughtful, trust-building approach to outbound marketing can turn what’s often seen as an intrusive tactic into a powerful engine for connecting with members on their terms.
2. Big Ears for Better Solutions: Learn how shifting from product pitches to truly listening first can transform cross-selling into a process driven by empathy, understanding, and member-centric value.
3. Choosing Channels That Count: Find out why meeting members where they already are—from employer groups and community events to social media—helps credit unions forge stronger, more relevant relationships and drive long-term growth.

A huge thanks to this episode's sponsor, PFP Services. 

Credit Unions know that engagement is key to success. PFP Services brings expertise, resources, and passion to help you build strong connections with your members. Our goal is to grow your credit union together, forming lasting bonds every step of the way. Partnering with us means a mutually beneficial relationship with absolutely no cost! Visit  familysecurityplan.com/credit-unions/ to learn more.

Listen to all of our episodes at growyourcreditunion.com

AI promises big changes, but are credit unions buying into misconceptions that could hold them back? In this episode of Grow Your Credit Union, host Joshua Barclay and guest co-host Elizabeth Osborne, COO, Great Lakes Credit Union are joined by April Clobes, President and CEO, MSU Federal Credit Union to tackle three timely topics:

• The Three Lies of AI: Common misconceptions about AI in the credit union space and uncover actionable use cases that balance human intelligence with artificial efficiency.
• Rate Cuts and Member Strategy: Discover how credit unions can leverage rate cuts with innovative deposit products, streamlined refinancing processes, and a focus on financial education.
• Big Changes Through Baby Steps: Learn how to achieve meaningful progress by focusing on small, data-driven improvements and fostering buy-in across leadership and staff.

Visit growyourcreditunion.com to learn more!

Is the Auto Loan Market Breaking Credit Unions?
With auto loan portfolios declining at record rates, credit unions are facing tough questions about their reliance on this market. Rising interest rates, changing consumer behaviors, and the younger generation's shift away from car ownership are reshaping strategies. From HELOCs to small business loans, discover how credit unions are adapting to fill the gaps.

The Quest for Deposits: Cannabis, Cross-Selling, or Something New?
Attracting deposits is becoming a steep climb as credit unions grapple with cost-of-funds challenges and rising competition. Unconventional strategies, including cannabis banking, cross-selling, and small business lending, are explored alongside hard lessons learned in ALM mismanagement. Are credit unions ready to compete with bigger institutions—or does a new playbook need to emerge?

Succession Planning: The Silent Killer of Small Credit Unions
Succession planning remains a persistent problem for credit unions, with issues ranging from board missteps to CEO complacency. Innovative approaches like fractional leadership and executive lending programs offer fresh perspectives on how small credit unions can prepare for the future.

In this episode, hosts Joshua Barclay and Becky Reed welcome guest Jon Hernandez, CEO, CalCom, Mattel, Nikkei & Mabuhay CUs to discuss how credit unions can address these critical challenges—and chart a sustainable path forward.

Are credit unions ready to leave remote work behind? Corporate CEOs are making bold moves, with 80% planning full-time office returns in the next three years. For credit unions, the decision isn’t just about where employees work—it’s about maintaining culture, collaboration, and member service.

But as leaders wrestle with workforce strategies, bigger shifts are looming. A planned merger between First Technology Federal Credit Union and Digital Federal Credit Union would create the sixth-largest credit union in the U.S. While this promises growth, critics argue it could erode competition and push smaller credit unions closer to extinction.

And finally, we cover the broken process of employee onboarding: With only 39% of employees finding it clear and 22% calling it disorganized, credit unions must rethink how they welcome new talent—or risk losing them altogether.

In this episode hosts Joshua Barclay and Becky Reed welcome guest Shawn Premer, Chief Human Resources Officer at Consumers Credit Union to discuss these challenges—and offer solutions to keep credit unions growing.