The credit union industry gathered this week at Disney’s Yacht Club Resort for NACUSO Reimagine 2026, and the conversations that took place will shape the future of how credit unions operate, collaborate, and compete.
I haven’t been to a NACUSO event in two years, so coming back to Disney pushed me to reflect on why CUSOs and this conference exist in the first place. Why does this conference matter? What makes CUSOs, dare I say given the location, magical?
Credit Union Service Organizations (CUSOs) are a major strategic asset for the credit union movement. They exist at the intersection of collaboration and innovation, allowing credit unions to pool resources, share risk, and bring services to members that many single institutions could not provide on their own. Whether it’s lending, technology, payments, or financial wellness, CUSOs help credit unions better serve members. And NACUSO, the National Association of Credit Union Service Organizations, exists to fuel that ecosystem through three core pillars: advocacy, collaboration, and education.
Attending this conference reminded me of just how much behind-the-scenes work is happening on behalf of the industry.
The Compelling CUSO Case
Mark Zook, president and CEO of MAPS Credit Union ($1.5B, Salem, OR), kicked things off on Day 1 with a session that was equal parts origin story and strategic reminder. He didn’t sugarcoat it: building a CUSO is hard. But why it’s hard — because collaboration is a strategy, not just a nice idea — was a powerful message that stuck with me.
The income statement benefits of a well-run CUSO are real, but so is the balance sheet thinking that has to underpin the decision. More than anything, Zook reminded the room that CUSOs fuel the vibrancy of the credit union model. When credit unions go it alone, everyone loses a little. When they build together, the whole industry wins.
Throughout the show, we saw real-life examples of CUSOs and how they are helping credit unions.
Advocacy Isn’t Always Glamorous, But It’s Critical
The regulatory and legislative update was a good reminder that the work NACUSO does on Capitol Hill is unglamorous but essential. Topics ranged from the ongoing push to reform the 1% CUSO investment rule — a restriction that limits credit union investment in their own service organizations — to updates on the GENIUS Act among others.
The regulatory landscape is shifting, and credit unions need a seat at the table. NACUSO is working to make sure they have one.
AI Is the Leadership Story Of The Moment
If there was a thread running through every session, it was artificial intelligence. Keynote speaker Trent Gillespie, CEO of Stellis AI, set the framing from the start, saying AI is not an IT project, it’s a leadership one. That single sentence reoriented the conversation in a way that was both urgent and clarifying.
The numbers he cited were hard to ignore. A significant majority of knowledge workers are already using AI on the job, and not using it is rapidly becoming the minority position. A full 82% of Gen Z is reportedly already using AI for financial decisions. Gillespie provided live examples of how cheap and accessible this technology is and challenged everyone to ask the harder question: What will our future members want?
What I found most compelling was his framework around “AI sprints” — a monthly, one-step-at-a-time approach to adoption that prioritizes direction over speed. There’s a real danger in moving fast without a clear destination, and Gillespie was right to call it out. His concept of standardized playbooks — using AI to execute consistent processes at scale the way you’d want any great employee to — is something credit unions and CUSOs should be thinking about right now.
He also addressed the shadow AI problem head-on. Employees are already using these tools, whether you’ve sanctioned it or not. The better move is to bring it into the light. Make AI use safe, supported, and expected. Build it into job performance. Reward the learning.
The Next Big Idea Goes To Charm Security
One of the most energizing moments of the conference was the Next Big Idea Competition, NACUSO’s version of Shark Tank with a credit union twist. Finalists pitched live to the room, and attendees helped pick the winners. First place went to Charm Security, a cybersecurity play built for the credit union space. Second place went to Duome and third to Crebit. If you want to read about where innovation is headed in this industry, these organizations are worth knowing.
The Economy: We’re OK. Not Great, But OK.
Economist Elliot Eisenberg gave an economic update that was honest, grounded, and mercifully free of doomsday predictions. The headline takeaway? We’re OK. There’s no recession knocking at the door right now.
One interesting concept I have never thought about was the idea that the only two things that have truly revolutionized markets in modern history are railroads and, now, AI. He’s bullish on what AI means for productivity and deeply aware of how much depends on its continued development.
The Bigger Picture
These are just a few insights from Reimagine 2026. I could have written about a dozen others.
But one idea I kept coming back to as I walked the partner pavilion and sat in sessions is that the credit union model is still one of the most powerful financial structures ever built. It’s built on trust, community, and shared ownership. CUSOs extend that power. NACUSO fights to protect it.
The urgency in the hallways this week was real. AI isn’t coming — it’s here. Competition isn’t waiting — it’s knocking at the door. Your members’ expectations are growing in sophistication. We need more boldness AND more collaboration. With a side of urgency.
The people in this room get that. That’s why they’re here.