In early February, the National Association for Latino Credit Union Professionals (NLCUP) held its 2026 conference in Long Beach, CA. Across general sessions, breakouts, and peer discussions, one thing was clear: this wasn’t just a leadership conference.
Sembrando Sueños — the conference theme, meaning “Planting Dreams” — was a forward-looking conversation about relevance, trust, and the future of the credit union movement, themes deeply connected to what all credit union leaders across the country are navigating today.
Here’s a look back at the key takeaways.
No. 1: Representation And Relevance Are Inextricably Linked
Carol Rose (EVP at SchoolsFirst FCU), Kenia Calderon Ceron (SVP at Seattle Credit Union), and Pablo DeFilippi (EVP, Inclusiv) underscored how leadership identity and representation are central to building belonging.
From opening sessions on the state of NLCUP to leadership-focused panels featuring system leaders and emerging professionals, representation came up again and again as not only a social initiative but also a strategic one.
Members and credit union professionals are paying attention to who is in leadership, who is in decision-making roles, and whose stories are being told. When people see leadership that reflects their identities and lived experiences, they are more likely to feel they belong, stay engaged, and see a future with that organization.
Emerging leaders shared how seeing others who “look like me” in leadership expanded their own sense of possibility. In contrast, the absence of that reflection raises questions about fit and opportunity.
Across sessions, the message was consistent: representation is core to long-term relevance with the next generation of members and employees.
No. 2: Credit Unions Are Anchors In An Uncertain Environment
Conversations on expanding ITIN lending and multilingual service — reflected in breakouts led by practitioners from Suncoast Credit Union, A+ FCU, and GreenState Credit Union — reinforced credit unions’ role as trusted financial access points.
General sessions and breakouts on ITIN lending, language access, and community partnerships reinforced a foundational truth: credit unions were built for moments like this.
Speakers from institutions actively serving immigrant and multilingual communities described expanding ITIN programs, piloting bilingual branches, and deepening partnerships with community and faith-based organizations. The focus wasn’t just on products — it was on showing up as a reliable, trusted presence when other systems feel unpredictable.
One recurring question surfaced in multiple sessions: how do we continue showing up for the people we serve, especially in moments that matter most?
Credit unions are mobilizing legal, financial, and logistical support for members in times of crisis — reinforcing the idea that credit unions can serve as steady anchors when uncertainty rises. Brent Rempe, CEO at First Alliance Credit Union, and Dana Caragine, CEO of Princeton Federal Credit Union, were among the leaders who shared poignant stories.
No. 3: Emotional Experience Is Shaping Financial Behavior
Sessions exploring member experience, including human-centered design and engagement strategy panels, connected emotional wellbeing to member loyalty and decision-making. Both the AI panel, the keynote on Day 3, and the Gallup session talked about the connection to member needs and human-centered design.
Sessions focused on financial wellbeing, member experience, and behavioral insights highlighted a shift leaders are seeing in their own data: financial decisions are being driven as much by emotion as by math.
Speakers emphasized the difference between financial health (scores, balances, ratios) and financial wellbeing (confidence, stress, and hope). Leaders discussed designing “systems of care” — consistent experiences across channels, fewer friction points, and services structured to reduce stress and confusion.
The implication is clear. When members feel supported and understood, loyalty and engagement follow. Emotional experience is no longer peripheral; it is central to how members choose and stay with financial partners.
No. 4: Purpose Clarity and Market Opportunity Are Converging
Speakers discussing entrepreneurship and small business engagement — such as those from Raiz FCU and TruStage Financial Group — highlighted demographic shifts and growth opportunities.
Breakout sessions on small business, entrepreneurship, and demographic shifts made a compelling case that purpose and market strategy are no longer separate conversations.
Presenters highlighted rapid growth in Latino entrepreneurship, shifts in local population demographics, and increased demand for small business support in communities that have not always been fully served. These are not niche segments — they represent significant and growing portions of local markets.
The consensus was that communities historically described as “underserved” are a meaningful part of the future market. Building trust and relationships there is both mission-aligned and essential for sustainable growth.
No. 5: Technology Must Strengthen The Human Experience
AI and technology discussions, including insights from VISA, Obee Credit Union, and Traduality.ai , made clear that modernization must remove obstacles without sacrificing the human connection for which credit unions are known.
AI and technology discussions, which included perspectives from system partners and innovation leaders, focused on how modernization should remove friction, not remove people.
Use cases included automating document processing, improving translation and language access, and freeing staff time for deeper relationship-building. Technology was framed as an enabler of human connection, not a substitute for it.
The message resonated across sessions. Credit unions win when technology helps them deliver more consistent, more accessible, and more personal service.
So, What’s Next?
Representation, emotional experience, partnerships, technology, and leadership development are part of one system. Institutional relevance is not just about what a credit union offers. Just as important is how it makes people — members, employees, and community partners — feel when they engage.
As credit union leaders consider the ways their organizations can grow and differentiate themselves into the future, two questions repeatedly surface: Do people see themselves at the credit union? And do they believe the credit union is looking out for their future?
Getting to “yes” will shape trust, loyalty, and growth in ways that are increasingly difficult to ignore.