Credit unions pride themselves on member service, yet they systematically withhold information about products that could save members thousands annually.

In this episode, hosts Joshua Barclay and Becky Reed welcome Anand Solanki, CFO and head of product management at Citadel Credit Union, to explore why the shift from service to sales culture starts with purpose, how Silicon Valley product thinking can transform credit union innovation, and what really drives merger decisions when there's no financial windfall waiting.

Key Topics

• Sales isn't a dirty word when members are leaving money on the table
• Credit unions move at the speed of snails while fintechs eat their lunch
• The merger question isn't about survival, it's about member impact

Key Takeaways

• Reframe sales as member education and value delivery
• Member expectations are set by their best digital experiences, not banking ones
• Innovation velocity matters more than scale in today's environment
• Merger decisions should be driven by member value, not leadership convenience

"We are doing our own members a disservice if we did not show them all of the value that our product offerings can have." - Anand Solanki

"Selling is service and service is selling." - Becky Reed

Visit growyourcreditunion.com to read the full transcript

Your apps are better, your processes smoother, your metrics stronger. But as members go increasingly digital, are you accidentally engineering yourself out of their lives?

In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed welcome Tim Schmitt, Chief Experience Officer at PFP Services, to explore why the biggest member experience mistake might be hiding in plain sight, how protection products can become trust-builders instead of payment-killers, and what's actually driving credit union growth.

A huge thanks to our sponsor, PFP Services.

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Read the full show notes and full transcript on growyourcreditunion.com

When conditions get unpredictable, staying boring can be the boldest move if it’s part of a broader strategy. In this episode of Grow Your Credit Union, host Joshua Barclay and co-host Becky Reed are joined by Kevin Dougherty, COO at Addition Financial Credit Union, to break down how his team is adapting, from strengthening cyber resilience to scaling visibility with the next generation, while challenging the industry’s reliance on the status quo and pushing for smarter, faster responses to today’s biggest threats.

Listen now to stay ahead of what is shaping the movement.