In the latest episode of The Digital Banking Podcast, host Josh DeTar sat down with Katie DeFeo, VP and Chief Experience Officer at SunWest Credit Union. They explored how credit unions could stand out in a crowded digital landscape by leading with authenticity and human connection, even as banking became more commoditized and tech-driven.

DeFeo explained why building a genuine, approachable brand mattered more than ever. She shared how SunWest focused on delivering experiences that felt personal—whether in a branch or through a mobile app. For DeFeo, it was not enough to match rates or adopt the latest technology. Instead, she encouraged credit unions to communicate in plain language, share real stories, and empower staff to help members in memorable ways.

The conversation highlighted the challenge of scaling digital transformation without losing soul. DeFeo described SunWest’s approach to blending technology with bold, human storytelling, and why being willing to disrupt old habits was key to staying relevant.