Strategic planning in 2025 is about building resilience, not just roadmaps.
At Callahan, we are fortunate to have a front-row seat to the strategic conversations happening across the industry. And while every credit union’s path is unique, there are some common threads.
From the potential impact of tariffs on consumer behavior to renewed discussions around credit union taxation, leaders are grappling with a wide range of “what ifs.” Add to that the evolving composition of the NCUA board and staff, and it’s clear that uncertainty is the new normal. Compounding all this is the potential for business disruption from emerging competitors and alternative payment options such as stablecoins.
In response, credit unions are investing more time in scenario planning — not just to prepare for disruption, but to build organizational agility. Many are revisiting lessons from the pandemic: How quickly did we adapt? What systems or mindsets helped us pivot?
The lesson: Strategic planning in 2025 is about building resilience, not just roadmaps.
Based on recent conversations with executive teams during planning sessions across the country, here are five strategic planning topics that are top of mind for credit unions heading into 2026.
1. Reinvigorate Employee Engagement
Employees are the linchpin of every strategic initiative. Whether they’re on the front lines or behind the scenes, their understanding of the credit union’s mission, values, and priorities directly impacts the member experience.
In 2026, credit unions are doubling down on internal alignment. Strategic plans now include intentional efforts to engage staff through transparent communication, leadership development, and opportunities for input. The goal: to ensure every employee sees how their work contributes to the bigger picture.
2. Leverage Technology
Technology remains a cornerstone of strategic transformation, whether it’s core conversions, digital banking upgrades, or card platform enhancements. But the conversation is shifting from implementation to integration. How do we ensure a consistent experience across channels without losing the personal touch that defines the credit union difference? Addressing specific challenges is important, but technology for its own sake isn’t the answer. It’s not just about delivering shiny new things – it’s about how technology helps credit unions deliver on our mission for members.
Artificial intelligence also plays a growing role. Member-facing chatbots and back-office automation are already in play, but the next frontier is orchestration. How will we use technology to unify the member journey, anticipate needs, and deliver value in real time?
3. Drive Organic Member Growth
Growth remains a top priority, but the path is evolving. Credit unions are asking: Is our value proposition clear? Is it compelling enough to attract new members in a crowded financial services market?
Strategic planning sessions are increasingly focused on brand clarity and community relevance. It’s not just about marketing, it’s about aligning products, services, and messaging with the needs and aspirations of the people we serve. Growth follows when purpose is well-articulated and consistently delivered. Growth for growth’s sake won’t get us far in the long run.
4. Partner In The Community
Community impact has long been a cornerstone of the credit union difference, and in today’s environment, that commitment is more important than ever. Credit unions are stepping up in creative and meaningful ways to support their members and the communities they serve.
Strategic planning conversations are increasingly focused on how to deepen community partnerships and deliver tangible value beyond financial services. From initiatives like launching a family resource center to collaborating with local organizations to provide essential services, credit unions of all sizes are finding ways to lead with purpose.
In 2026, credit unions are embedding community engagement into their strategic plans not as a side initiative, but as a core driver of long-term success.
5. Tell Our Story
In an era where the credit union model is under scrutiny, storytelling is more than a marketing tactic — it’s a strategic imperative. How are we demonstrating our difference? How are we earning our tax exemption? How are we delivering on our mission?
Boards and executives are prioritizing narrative development as part of their strategic planning. This includes not only external messaging but also internal storytelling that reinforces culture and purpose. The most successful credit unions in the future will be those that can clearly articulate who they are, what they stand for, and why it matters.
These are just a few of the themes we’re hearing in our conversations with credit union leaders. As always, the specifics vary by institution, but the common thread is clear: strategic planning in 2025 succeeds when your credit union has a clear purpose that drives internal alignment and fosters engagement with your members and the communities you serve.
What’s rising to the top of your list? I’d love to hear what’s on your mind as you look ahead.
Need help navigating these strategic questions — or others unique to your credit union’s journey? Let’s talk about how we can support your planning process. Learn more.
