This week, we’re reminding you of the upcoming FOCUS New York Day of Giving! Help reach the single-day fundraising goal and support credit union voices in legislation. Plus, see credit unions’ community support, leader recognitions, and insights from TruStage.

Reminder: Monday, April 27 is FOCUS New York’s Day of Giving!

The countdown is on—FOCUS New York’s Day of Giving is just days away. Held in conjunction with the State Governmental Affairs Conference, this annual event is a critical opportunity for credit union professionals across New York to unite behind a shared mission: strengthening advocacy efforts at the state level.

As legislative decisions continue to shape how credit unions operate and serve their members, participation in the Day of Giving sends a powerful message. Contributions, no matter the size, help ensure credit unions maintain a strong, unified voice in Albany.

Now is the time to plan, engage your team, and take action. Help FOCUS New York reach its $30,000 one-day goal and support the future of credit union success across the state.

Three Credit Union Leaders Featured in Syracuse Woman Magazine

A recent feature in Syracuse Woman Magazine highlights the powerful contributions of women leaders in the credit union movement, showcasing their influence on culture, community, and innovation.

Lisa Whitaker, President & CEO of Beginnings Credit Union, emphasizes the importance of cultivating internal talent pipelines and fostering a supportive workplace culture. With women now holding 51% of CEO roles in U.S. credit unions, she credits mentorship and community-focused banking as key drivers of progress.

Christina Sauve, CEO of Cooperative Federal Credit Union, brings a mission-driven approach to leadership, focusing on expanding access to financial services for underserved communities while promoting work-life balance within her team.

Sandy McKennan, Regional Branch VP at Sidney Federal Credit Union, highlights the role of mentorship and collaboration in shaping strong, unified teams.

Together, these leaders underscore the importance of empowerment, purpose, and opportunity in building the next generation of credit union leadership. We’re proud that the work these women are doing is making an impact!

Join us in celebrating this accomplishment, and read the full feature in Syracuse Woman Magazine below.

Teachers FCU Donates to Island Harvest’s Weekend Backpack Feeding Program

Teachers Federal Credit Union continues to demonstrate its commitment to community impact through a recent $25,000 donation to Island Harvest Food Bank’s Weekend Backpack Feeding Program. This initiative provides essential weekend meals to more than 3,100 children across 40 school districts in Nassau and Suffolk Counties.

In addition to the financial contribution, Teachers FCU team members rolled up their sleeves to volunteer, packing an impressive 27 pallets of food, each box weighing 31 pounds. The day highlighted the credit union’s dedication not only to giving but to active community engagement.

These efforts reinforce the organization’s mission to support programs that strengthen local communities. At a time when food insecurity remains a pressing issue, this initiative ensures children have access to reliable nutrition beyond the school week, making a meaningful difference where it matters most.

AmeriCU Charitable Foundation Celebrates $88,000 Donated in 2026 So Far

The AmeriCU Charitable Foundation is off to a strong start in 2026, contributing $88,753 to more than 70 nonprofit organizations while logging 312 volunteer hours in communities across its footprint.

From supporting initiatives like the Keeseville Recess Reboot to partnering with organizations such as the Victims Assistance Center of Jefferson County, the Foundation’s efforts span a wide range of causes. These include healthcare, education, veterans services, and animal welfare, with beneficiaries like Samaritan Medical Center, United Way of Northern New York, and Zoo New York.

This early momentum reflects AmeriCU’s ongoing commitment to making a lasting impact where its members live and work. With plans to continue community partnerships throughout the year, the Foundation is poised to build on this success, demonstrating how credit unions play a vital role in strengthening local communities.

Leatherstocking Credit Union Financially Backs New Bassett Healthcare Network Employee Assistance Fund

Leatherstocking Credit Union has donated $10,000 to launch the Bassett Healthcare Network Employee Assistance Fund, part of the “In It Together” campaign led by the Friends of Bassett. This fund is designed to support healthcare employees facing financial hardship, helping them maintain stability while continuing their essential work.

This contribution is especially meaningful given the credit union’s origins as Mary Imogene Bassett Hospital FCU, founded to serve hospital employees. The donation reflects a full-circle moment, honoring its history while continuing to invest in the shared community it serves today.

By supporting those on the front lines of healthcare, Leatherstocking Credit Union reinforces the credit union philosophy of people helping people. The initiative ensures that those who care for others receive the support they need during difficult times, strengthening both individuals and the broader community.

Life Insurance as a Lifeline: Reframing The Cornerstone Of Financial Resilience

By Abbie Rodriguez, Senior Vice President, Lending Experience, TruStage

Read how life insurance is shifting from a “nice‑to‑have” to a critical safety net for millions in an article in ADVISOR Magazine.

Additionally, don’t forget TruStage is hosting its life insurance webinar on April 30! Save your spot to attend this valuable learning opportunity by clicking here.

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From national recognition opportunities to local impact stories, credit unions continue to make headlines across New York and beyond. This week’s New York Minute highlights leadership honors, community giving, workplace excellence, and upcoming opportunities to engage and grow. Dive in to see how the movement is making a difference.

Nominations Open for 2027 Herb Wegner Memorial Awards!

The National Credit Union Foundation has officially opened nominations for the 2027 Herb Wegner Memorial Awards—the highest national honors in the U.S. credit union movement. These prestigious awards recognize individuals, organizations, and programs making extraordinary contributions to advancing financial well-being and strengthening communities.

Since 1989, the awards have celebrated visionary leaders and innovators whose work reflects the core values of the credit union movement. Nominations are open across both individual and organizational categories.

Winners will be honored at the 2027 Foundation Gala in Washington, D.C., held in conjunction with the Governmental Affairs Conference.

Deadline: May 31, 2026

Now is the time to spotlight those making a difference—submit your nomination and help recognize excellence across the movement.

Credit Union Leaders Named Women of Excellence by Rochester Business Journal

Two credit union professionals have been recognized by the Rochester Business Journal as part of its prestigious Women of Excellence awards program, which celebrates high-achieving women for their career success, leadership, and community impact.

This year’s credit union honorees include:

• Arline Santiago, Chief Operating Officer, ESL Federal Credit Union
• Dawn Kellogg, Public Relations and Community Engagement Specialist, The Summit Federal Credit Union

These awards highlight individuals who demonstrate sustained commitment to mentoring, leadership, and advancing their industries. Their recognition underscores the important role credit union professionals play not only within their organizations, but across their communities. It’s a testament to the movement’s ongoing commitment to leadership development, inclusion, and service.

Sunmark Credit Union Recognized as 2026 Top Workplace by Times Union

Sunmark Credit Union has once again been recognized as a Top Workplace by the Times Union, marking its fifth time earning this distinction. The award is especially meaningful because it’s based entirely on confidential employee feedback—measuring factors like leadership, workplace culture, pay, and direction.

Out of 57 organizations recognized across the Capital Region, Sunmark stood out for its sustained commitment to putting employees first. Founded in 1937, the credit union has grown from a small employee-based institution into a full-service financial organization serving communities across New York State.

With approximately 275 employees, Sunmark continues to prioritize a workplace culture where staff feel valued, empowered, and supported. This recognition reinforces the idea that strong internal culture drives better service, stronger communities, and long-term success.

Awards like this highlight how credit unions continue to lead—not just financially, but as employers of choice.

Greylock Federal Credit Union Awards $100,000 to Local Nonprofits

Greylock Federal Credit Union is making a powerful impact in its community by awarding $10,000 each to 10 nonprofit organizations, totaling a $100,000 contribution. This initiative reflects Greylock’s deep commitment to supporting community partners and strengthening local resources.

Leadership at Greylock emphasized that these partnerships are essential to addressing growing community needs—especially during challenging times for nonprofit organizations.

The recipients include:

• Elder Services of Berkshire County
• Louison House
• Childcare of the Berkshires
• Volunteers in Medicine Berkshires (VIM)
• Arts in Recovery for Youth (AIRY)
• Soldier On
• Greater Hudson Promise Neighborhood
• Our Community Table
• UCP of Western Massachusetts
• Berkshire Pride

Beyond this initiative, Greylock supports more than 300 nonprofits annually through grants and sponsorships, reinforcing its mission of financial inclusion and community investment.

This latest contribution will help organizations expand services, respond to emerging challenges, and continue delivering vital care and support. It’s a strong example of how credit unions go beyond financial services to create meaningful, lasting impact in the communities they serve.

Life Insurance and Member Financial Security: Complimentary Webinar from TruStage

Credit unions looking to strengthen their financial wellness offerings won’t want to miss this complimentary TruStage webinar focused on the role of life insurance in member financial security.

Titled “Protecting Members, Strengthening the Credit Union: Why Life Insurance Belongs in Every CU’s Financial Wellness Strategy,” this session will explore why life insurance remains an underutilized—but essential—tool for helping members prepare for life’s unexpected moments. With a significant insurance gap still affecting many middle-market households, credit unions are uniquely positioned to provide accessible solutions.

Attendees will learn how life insurance aligns with the credit union mission, supports member stability, and creates opportunities for sustainable non-interest income. The session will also highlight modern, simplified insurance products designed for ease of access and implementation.

Date: April 30
Time: 3:00 PM Eastern

This is a valuable opportunity to enhance your credit union’s impact while expanding member services.

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This week in the New York Minute, we’re revving up for FOCUS New York’s Day of Giving! Plus, see a recent recognition for one leader, credit union rebrands, statewide community support, and more. Stay up to date on industry news with our weekly blog.

Mark Your Calendars: April 27 is FOCUS New York’s Annual Day of Giving

I’m excited to share that FOCUS New York’s third annual Day of Giving will be held on Monday, April 27, in conjunction with the Association’s State Governmental Affairs Conference! Every year, the Day of Giving acts as an important push to strengthen advocacy efforts across our state. FOCUS New York stands for the Future Of Credit Union Success, and is our collective tool to assist us in continuing to build strong relationships with state lawmakers who support credit unions and ensure we have a seat at the legislative table.

As we navigate an important election year and face legislative proposals that impact how we serve our members, it is more critical than ever that the credit union voice is heard. State-level legislative decisions increasingly shape the operating environment for every credit union in New York, regardless of charter. Your contribution, no matter the size, shows your commitment and reinforces the strength of our movement.

Help us reach our one-day fundraising goal of $30,000! I encourage you to mark your calendar and play a part in amplifying our impact. Plan ahead, engage your team, and join me in supporting the future of credit union success in New York.

Best,
A. Ryan Roberts
Chairman, Board of Trustees, FOCUS New York Political Action Committee
Vice Chair, New York Credit Union Association
President & CEO, Great Meadow Federal Credit Union

Join Us for the Spring CEO Roundtable!

Calling all credit union leaders: registration is now open for the 2026 Spring CEO Roundtable! Mark your calendars for the evening of Thursday, May 14 and all day Friday, May 15, and join your peers at the Turning Stone Resort Casino for a day of impactful conversation and forward-thinking strategy.

This exclusive gathering is designed for CEOs and executives from credit unions with up to $100 million in assets. Together, we’ll explore the future of our movement, share insights, and collaborate on ways to strengthen and grow New York State’s credit union community.

With a full agenda of facilitated discussions, the Roundtable offers an excellent opportunity to connect, reflect, and lead with purpose. Whether you’re looking to exchange ideas or discover innovative approaches to the challenges ahead, this is the event for you.

The event registration deadline is May 1 and the deadline to reserve a hotel room in the Association’s block is April 14. Visit the event page now to secure your spot, book accommodations, and learn more about what’s in store. Let’s shape the future—together.

Eric Hepkins Named to Buffalo Business First’s Power 250

Join us in congratulating Eric Hepkins, CEO of Cornerstone Community FCU and Chair of the Association’s Board of Directors, for being named to Buffalo Business First’s Power 250 list. This recognition highlights the most influential business leaders in Western New York, individuals who drive both organizational success and meaningful community impact.

The Power 250 evaluates leaders based on factors such as scope of responsibility, workforce size, community involvement, and long-term influence. Hepkins’ inclusion reflects his dedication not only to credit union excellence but also to broader community engagement through initiatives that extend beyond financial services.

In addition to his leadership roles, Hepkins serves on multiple boards and contributes to industry thought leadership, reinforcing his commitment to the credit union philosophy of “people helping people.” His recognition underscores the vital role credit union leaders play in strengthening local economies and communities across New York State.

Broadview FCU’s Sharing the Love Campaign Contributes $30,000 Among 12 Local Non-Profits

Broadview Federal Credit Union’s “Sharing the Love” campaign once again demonstrated the power of community engagement, distributing $30,000 across 12 local non-profits. Fueled by member votes, the campaign supported organizations throughout the Capital Region, Binghamton, Buffalo, and Syracuse.

Organizations include:

• The Food Pantries for the Capital District
• Malta Veterans Appreciation Program
• Unity House of Troy
• Southern Tier Veterans Support Group (STVSG)
• CHOW® (Community Hunger Outreach Warehouse)
• YWCA of Binghamton and Broome County
• Response to Love Center
• Veterans One-stop Center
• Resource Council of Western New York
• Food Bank of Central New York
• Samaritan Center
• ClearPath for Veterans

This initiative highlights how credit unions go beyond financial services to create real, lasting change. By empowering members to participate in the giving process, Broadview reinforces its commitment to community impact and cooperative values. The campaign serves as a powerful reminder that even small actions can collectively generate significant support for local causes.

Greater Niagara FCU Introduces New Identity: Greater Together Credit Union

Greater Niagara Federal Credit Union has officially rebranded as Greater Together Credit Union, marking a significant milestone in its 70+ year history. The new name reflects both its expanded membership reach and its deepened commitment to unity, collaboration, and community impact across Niagara and Erie Counties.

Originally founded in 1954, the credit union broadened its charter in 2020 to serve Erie County.
The new identity was prompted by the understanding that retaining “Niagara” in the title could prevent potential members from recognizing their member eligibility.

Importantly, the transition is seamless for members, with no changes to accounts, cards, or services. The updated identity will roll out gradually across digital platforms and physical locations.

At its core, the rebrand reinforces a people-first philosophy by focusing on relationships, financial empowerment, and the belief that communities thrive when they work together.

Legal Update: New York Prohibits Employers’ Use of Credit Histories

Effective April 18, 2026, a new New York State law will restrict employers from using consumer credit histories in hiring decisions, introducing important compliance considerations for credit unions statewide. While the law applies broadly, there are key exemptions, particularly for positions that require bonding under state or federal law. While this distinction is critical for credit unions, not all roles require bonding. Additional exemptions important to credit unions include, but are not limited to:

• Positions where regular duties involve modifying digital security systems that protect the employer’s or its clients’ networks or databases.
• Positions where the individual must undergo a state-required background investigation and involves a high degree of public trust.
• Positions where the employer is required to obtain or consider credit information under state or federal law, or by a self-regulatory organization as defined in the Securities Exchange Act of 1934.

When evaluating positions within the credit union that are or are not exempt from this law, it is important to analyze job responsibilities thoroughly and not focus solely on job title. Generally, positions that do require bonding may include tellers, loan officers, underwriters, collections staff who can settle accounts, accounting staff, and IT staff with access to the core system. Positions that arguably fall outside the bonding requirement may include receptionists, facilities maintenance, marketing positions, and member service representatives who provide information only and cannot process transactions. This is not an exhaustive list. Credit unions should review their hiring practices carefully to ensure compliance while balancing operational and regulatory requirements. Understanding where exemptions apply will be essential to navigating this new legal landscape effectively.

Don’t Miss These Webinars From CUCollaborate!

CUCollaborate is offering two educational webinars designed to help credit union leaders navigate growth opportunities and regulatory challenges.

The first session, Leveraging the Power of an Open Association, explores how open associations can expand your field of membership beyond traditional geographic limits. Attendees will learn how these structures unlock new growth potential and connect credit unions with new member segments.

The second webinar, Navigating NCUA Merger Requirements, addresses the complexities of credit union mergers, especially relevant following 332 mergers in 2025. This session breaks down regulatory expectations, required documentation, and strategies to avoid compliance pitfalls.

Both webinars provide practical, actionable insights backed by CUCollaborate’s predictive and financial intelligence tools, helping credit unions stay ahead of industry trends and make informed decisions. Don’t miss these opportunities to insightfully navigate changes in our industry!

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In our latest New York Minute blog, we’re highlighting this year’s Diamond Award winners! Plus, save your spot at upcoming events, see industry updates, and more. Get the latest credit union news in our weekly blog.

NY Credit Unions Named 2026 Diamond Award Winners

New York credit unions made a powerful showing in the 2026 Diamond Awards from America’s Credit Unions, highlighting innovation, creativity, and measurable impact across the movement.

From bold rebrands to high-performing marketing campaigns and community-driven initiatives, these awards showcase how credit unions across the state are pushing boundaries and delivering real results for their members.

2026 Diamond Award winners from New York include:

• Beginnings Credit Union – Recognized for a purpose-driven rebrand and new corporate identity built to support long-term growth and consistency
• First Heritage Federal Credit Union – Honored for its “Friends”-inspired internal referral campaign and a full redesign of 19 payment cards with tap-to-pay technology
• Municipal Credit Union – Awarded for its “We’re Here for It” campaign, which drove a 71% increase in awareness and strong membership growth
• Reliant Credit Union – Recognized for its cinematic “Generations of Wealth” commercial, created with authenticity and storytelling at its core
• SeaComm Federal Credit Union – Honored for its Kids Corner newsletter, designed to teach young members financial habits through engaging, in-house content
• ServU Federal Credit Union – Recognized for its “Gear Up for School” community event, distributing over 100 backpacks and drawing strong local engagement
• Sidney Federal Credit Union – Awarded for its humorous, data-driven “Spend $500, Earn $100” Mastercard campaign that boosted card usage and engagement
• Visions Federal Credit Union – Honored for its New Member Days campaign, which generated a 161% lift in new member growth and strong early engagement

Together, these initiatives demonstrate the power of creativity and community focus. Whether through marketing innovation, financial education, or hands-on community support, New York credit unions continue to lead the way in advancing the credit union mission. See all the winners and their work at the link below!

Municipal Credit Union Foundation Donates $200,000 to City Harvest

As affordability challenges continue to impact families, the MCU Foundation
is announcing a $200,000 donation to City Harvest to combat rising food insecurity across New York City. This donation alone can help feed more than 465,000 New Yorkers for a day.

Beyond financial support, MCU employees will also volunteer throughout the year, reinforcing the credit union commitment to community impact. This partnership reflects a shared mission: ensuring no New Yorker has to choose between paying rent and putting food on the table. City Harvest rescues over 86 million pounds of food annually, including more than 61 million pounds of fresh produce.

At a time when one in six New Yorkers faces food insecurity, this initiative demonstrates how credit unions continue to live out the philosophy of people helping people in meaningful, measurable ways.

Save Your Spot: America’s Credit Unions’ Congressional Caucus 2026

Credit union professionals, this is your chance to be in the room where decisions are made at Congressional Caucus 2026.

Hosted in Washington, DC from September 13 through 15, this high-impact event brings together CEOs, board members, and advocacy leaders from across the country for direct engagement with lawmakers. With legislative and regulatory pressures evolving rapidly and midterm elections on the horizon, this is a critical moment to ensure the credit union voice is heard.

Attendees can expect:

• Expert-led policy briefings
• Strategic advocacy sessions
• Coordinated meetings with members of Congress
• High-value networking with industry leaders

This conference is a hands-on advocacy experience designed to drive real outcomes. Whether you’re shaping policy strategy or strengthening relationships with elected officials, Congressional Caucus equips you with the tools and access needed to make an impact. Save your spot and learn more below!

Register Today: Alloya’s Credit Union Leadership Symposium

Registration is now open for Alloya Corporate FCU’s annual Credit Union Leadership Symposium, a highly anticipated event that continues to draw leaders from across the country.

For more than a decade, the symposium has delivered a strong blend of education, networking, and industry insights, making it a must-attend for professionals looking to grow their leadership impact. Attendees can expect engaging sessions focused on emerging trends, strategic thinking, and operational excellence within the credit union space.

But it’s not all business. This year’s experience includes a special outing to the iconic Grand Ole Opry, a memorable opportunity to connect with peers in a uniquely entertaining setting.

The combination of high-quality programming and one-of-a-kind experiences continues to set this event apart. For credit union leaders looking to learn and build meaningful connections, the Leadership Symposium is a must! Learn more and register below.

National Credit Union Foundation Announces New DE Alumni Advisory Group

The National Credit Union Foundation has announced the creation of its inaugural DE Alumni Advisory Group, a new initiative designed to strengthen engagement and amplify impact across the Development Education (DE) community. This group brings together ten leaders from across the country to help shape alumni experiences, expand collaboration, and further the credit union mission of financial well-being.

Notably, New York is represented by Trish Shermot, Director of Government Affairs/Urban Development for Visions Federal Credit Union, reinforcing the state’s continued leadership within the movement.

Since its launch in 1982, the DE program has developed more than 3,400 leaders across 33 countries, equipping participants with the tools to drive meaningful change in their communities. This new advisory group builds on that legacy, ensuring alumni voices help guide future programming and innovation.

By deepening connections and elevating shared expertise, the Foundation is unlocking new opportunities to advance the “people helping people” philosophy at scale.

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This week, our newsletter covers educational webinars for credit union professionals from the Association and CUSG. Then, we’re sharing recent fundraising efforts, grant dispersals, and more. Get the latest credit union industry news in the New York Minute!

Association Webinar: NYC Debt Collection Rules Are Changing — Is Your Credit Union Ready?

A major regulatory shift is on the horizon, and it could impact your credit union no matter where you’re located. The new NYC Final Debt Collection Rules, effective September 1, 2026, apply based on where your member lives, not where your credit union operates. That means institutions in Buffalo, Syracuse, or even outside New York must comply when collecting from members with New York City addresses.

Join the Association’s webinar on April 7 at 11 am to understand what’s changing and how to prepare. For the first time, credit unions acting as original creditors will be treated as debt collectors once certain activities begin, bringing new compliance responsibilities.

Key topics include:

• When your credit union qualifies as a “debt collector”
• Validation notice and verification requirements
• Communication limits and consumer protections
• Handling disputed or time-barred debt
• Record-keeping expectations

Don’t get caught off guard! Equip your team now for this critical compliance shift.

Christine Carpenter Named 2026 Young Professional of the Year by the Fulton Montgomery Regional Chamber of Commerce

A familiar face in the New York credit union community is earning well-deserved recognition. Christine Carpenter, Vice President of Marketing and Business at First Choice Financial FCU, has been named the 2026 Young Professional of the Year by the Fulton Montgomery Regional Chamber of Commerce.

Christine’s journey reflects the very best of the credit union philosophy. A Johnstown native, she began her career in 2015 as a part-time teller and steadily advanced into a leadership role overseeing marketing, partnerships, and member engagement. She is also the current Secretary of the Association’s Young Professional Commission.

Her impact goes far beyond the credit union walls. Christine is deeply committed to strengthening regional connections and expanding opportunities, especially through scholarship programs that support students of all backgrounds.

Guided by the “people helping people” mission, she continues to make a meaningful difference in her community every day.

Join us in congratulating Christine on this incredible achievement!

UNFCU Foundation Announces 2026 Grant Partners

The UNFCU Foundation is continuing its global mission to create pathways out of poverty by awarding $795,000 in grants to 21 organizations across six countries in 2026. Now in its 11th year of philanthropy, the Foundation is focusing on programs that support migrants, refugees, and marginalized women and youth.

This year’s partnerships emphasize education, healthcare, and livelihood training, helping individuals build sustainable futures. From behavioral health services in New York City to digital skills training in Kenya’s Kakuma Refugee Camp, these initiatives are driving real, measurable impact.

Notable programs include:

• The Floating Hospital and Mount Sinai Adolescent Health Center expanding healthcare access
• Emma’s Torch and Hot Bread Kitchen advancing workforce development
• International Rescue Committee and Konexio supporting refugee employment and digital literacy

Since its founding, the UNFCU Foundation has helped more than 140,000 women and youth unlock new opportunities, proving the power of collaboration in creating lasting change.

Heritage Family CU Celebrates Another Shiver Me Shamrocks 5K

Snow flurries and chilly temperatures didn’t stop the community spirit at Heritage Family Credit Union’s annual Shiver Me Shamrocks 5K. Held on March 14, the St. Patrick’s Day-themed event brought together hundreds of runners and walkers, all in support of local nonprofits.

The day featured a Leprechaun Leap Fun Run for kids, a lively street carnival atmosphere with a DJ and local vendors, and post-race treats and refreshments from local businesses.

Participants showed up in full green attire and costumes, embracing the fun while making a meaningful impact. The event, organized by the Heritage Family Cares 4 You Foundation, raised funds for several organizations.

This event showcases Heritage Family CU’s commitment to living the “people helping people” mission.

Filene Research Institute Announces New Center for Differentiation & Storytelling

In a bold move to help credit unions stand out in a crowded marketplace, the Filene Research Institute has announced a new Center for Differentiation & Storytelling, launching in July 2026.

This new research center will focus on a critical challenge: how credit unions can better communicate their value and build lasting connections with members. While credit unions excel in purpose, many struggle to “break through the noise” against fintechs and big banks.

The center will explore:

• How to define and communicate a distinct value proposition
• Strategies to increase awareness without over-explaining
• Ways to create memorable brand experiences that drive loyalty

With early support from organizations like orsa credit union and FourLeaf FCU, this initiative aims to equip credit unions with the tools to turn their stories into a true competitive advantage. We look forward to seeing how this research makes a positive impact on our industry!

Fuel the Future: Career Planning as a Competitive Advantage Webinar

Career development isn’t just an HR initiative. It’s a strategic advantage. That’s the focus of the upcoming CUSG webinar, Fuel the Future: Career Planning as a Competitive Advantage, taking place Tuesday, March 31 at 3:00 PM ET.

Led by Paul Marston, SHRM-CP, this session will provide a practical, structured approach to career planning that helps organizations retain top talent, strengthen leadership pipelines, and align employee growth with long-term goals.

This event is designed for HR and talent management leaders, learning and development professionals, and executives and people managers.

What you’ll learn:

• How career planning improves retention and engagement
• Building clear, trusted career pathways
• Developing succession pipelines that work
• Identifying and scaling top-performer behaviors

If your organization is looking to grow leaders faster and stay competitive, this session delivers actionable insights you can put to work immediately.

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