Lending Is the Heart of the Credit Union Difference

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

How Smart Lending Strategies—and the Right Partners—Keep Credit Unions Strong

Lending has always been a defining characteristic of credit unions. It’s not just a core function—it’s the movement’s mission in action. Helping a member buy their first car, purchase a home, or consolidate debt isn’t just about transactions; it’s about empowerment, trust, and lifelong financial partnership.

A strong lending program doesn’t just drive income—it drives relevance. It keeps credit unions connected to their members at pivotal financial moments. And in a highly competitive, rapidly evolving marketplace, that connection has never been more important.

The lending landscape is changing quickly. Fintechs have flooded the market, offering fast, data-driven, mobile-first lending experiences. While that might seem like a challenge, it’s actually a massive opportunity. Many fintechs aren’t aiming to disrupt credit unions—they’re looking to collaborate. The rise of credit union-friendly fintech partners means that even small- and mid-sized institutions can access powerful lending tools that fit their systems and culture.

Artificial intelligence and machine learning are no longer reserved for tech giants. These tools now help credit unions deliver personalized loan offers, streamline underwriting processes, manage risk, and speed up approvals. The result? A better experience for members, and a stronger competitive edge.

Importantly, these technologies are accessible. There’s a growing ecosystem of fintech partners committed to building scalable, credit union-aligned solutions—making it possible to leverage innovation without compromising mission or values.

Ultimately, lending isn’t just about products—it’s about relationships. In an environment filled with noise and options, credit unions that pair modern lending capabilities with the deep member trust they’ve built over generations will continue to thrive.

Lending is where the credit union promise comes to life—and where the future of the movement continues to take shape.