The team at CreditUnions.com strives to publish stories that shape the industry conversation through strategic guidance, practical insight, data-driven analysis, and more. Inevitably, every year, some pieces stand out long after the “publish” button is hit.
As 2025 winds down, the editors, writers, analysts look back at what topics resonated and what voices stood out this year. From strengthening operations to enhancing member engagement, preparing for emerging technology to navigating competitive pressures, the following curation remains essential reading.
AI Improves Training At Premier America
Premier America Credit Union ($3.3B, Chatsworth, CA) uses artificial intelligence to help staff build rapport with members. Employees love it, efficiency is up, and service is better than ever.
Why does Alix like this piece?
I chose this article because it shows AI at its best — not replacing people, but sharpening the human skills that make credit unions strong. In a year when AI dominated headlines, Premier America offered a grounded example of how to turn a buzzy technology into better training, better confidence, and better service.
What’s In A Name: Chief Product Officer
At Bay Federal Credit Union ($1.8B, Capitola, CA), Brooke Morley improves communication and collaboration across departments to offer members the products they want and need.
Why does Alex like this piece?
“This piece stood out to me because it explores the emergence of a product officer role within credit unions, a position well-established in other industries but still relatively new in this space. I believe it has the potential to significantly influence how credit unions innovate and serve their members.”
What Can Credit Unions Learn From Rocket Mortgage?
The mortgage lender’s Super Bowl 2025 ad isn’t just smart marketing. It’s a challenge to credit unions to step up their storytelling game and connect with members on a deeper, more emotional level.
Why does Rebecca like this piece?
“This story hits all the right notes for me. It’s fresh, fun, and grounded in real-world insight. I love stories that inspire credit unions to think differently about the market and their shops. Alexandra draws on firsthand experience talking with credit union leaders to offer practical insights on untapped opportunities that can make a real difference. This piece captures that creative energy.”
Navigant Levels Up Its Data-Driven Branching Strategy
Navigant Credit Union ($4.0B, Smithfield, RI) is using internal and third-party data to better understand branch traffic patterns and consumer banking behaviors — and the results are paying off far faster than expected.
Why does Aaron like this piece?
“Navigant Credit Union ($3.9B, Smithfield, RI) isn’t just picking new branch locations by throwing a dart at a map. Instead, leaders there are backing up their decisions with all kinds of data, including transaction patterns, census stats, and more. It’s a modern strategy to fuel one of the most old-school methods of member service.”
Read it today.
Michigan Legacy Takes A Scientific Approach To Spotting Elder Financial Abuse
A partnership with the Institute of Gerontology at Wayne State University has helped Michigan Legacy Credit Union ($218.7M, Wyandotte, MI) reduce reports of elder fraud by as much as 50%.
Why does Savana like this piece?
“Bad actors are only growing more sophisticated. With the average age of credit union members coming in at 53 right now, it’s essential for institutions to think about how they prevent and identify cases of elder financial abuse. Retirement and estate planning are only part of the puzzle when it comes to this stage of life. Proactivity is key. Michigan Legacy’s work with Dr. Peter Lichtenberg is an amazing example of how this can make a measurable difference.”
What Is Stagflation? And What Does It Mean For Credit Unions?
The growing risk of stagflation puts the Federal Reserve in a difficult position and raises the stakes on potential consequences for member finances, investment portfolios, and margin management.
Why does Will like this piece?
“It paints a picture of complex economic ideas and explains how they affect Main Street, or in other words: the people credit unions are tasked to serve. In a period of so much uncertainty around policy decisions, the “this or that” structure is helpful to understand the potential pros and cons of different paths.”
How Well Do You Know The Gen Z Economy?
It was great to see the Callahan & Associates editorial team, specifically editorial analyst Andrew Lepczyk, employ a new format this year. Andrew is out on well-deserved leave and unable to share his favorite piece from 2025, but his work deserves recognition.