Efficiency as a Catalyst for Credit Union Growth

Insights from Melissa Pomeroy, CCUA's EVP and Chief Operating Officer

Why evolving with fintech isn’t just smart—it’s essential

The credit union industry may not boast the scale of other financial sectors, but its importance to the communities it serves is undeniable. These communities are evolving—and credit unions must evolve with them to remain relevant, responsive, and impactful.

This call for evolution isn’t new. Industry leaders have long acknowledged the need to adapt to shifting member expectations, regulatory requirements, and technology trends. What’s different now is the speed of that change—and the tools available to manage it. Fintech has emerged as a powerful ally, offering credit unions the technology, agility, and innovation they need to compete and grow.

But transformation doesn’t happen in isolation. At the heart of every successful credit union evolution is one key principle: efficiency.

Efficiency enables credit unions to meet their members where they are, provide services that align with modern lifestyles, and maintain meaningful engagement. It’s the engine that drives smarter decision-making, streamlined operations, and stronger member experiences. And when paired with fintech, it becomes a force multiplier.

One common misconception is that fintech is only for the big players. In truth, fintech solutions are scalable, customizable, and accessible—even for the smallest credit unions. In fact, smaller institutions often benefit the most. Their size allows for greater flexibility and faster adoption, positioning them to use fintech to punch above their weight.

By embracing fintech partnerships and committing to operational efficiency, credit unions can build a sustainable framework for growth. It’s not about becoming something different—it’s about evolving into something even stronger.

The path forward is clear: prioritize efficiency, embrace innovation, and stay agile. And CCUA is here to help credit unions take that next step.