Green: Embrace the pioneer spirit
Brad Green addresses the audience during the general session Monday afternoon at CUNA GAC (Photo by

Green: Embrace the pioneer spirit

Outgoing CUNA chair encourages innovation, reimagination.

February 28, 2022

Outgoing CUNA Board Chair Brad Green described himself as “humbled and honored” and called on credit unions to be pioneers in helping members attain financial freedom Monday at the CUNA Governmental Affairs Conference.

Green, president/CEO at Listerhill Credit Union in Sheffield, Ala., has served on CUNA’s board for the past nine years, the past year as chair.

"If my goal one year ago was to compel you to engage, my goal today is to provoke you to think," he says. "As I finish my watch as chairman, I want to challenge you, and inspire or compel you, to rekindle a pioneer spirit in credit unions.

Green highlighted last year’s success with removing problematic reporting requirements from the Build Back Better Act as an example of the impact credit unions can have.

He encouraged credit unions to continue to set trends, including through their work on Financial Well-Being for All™.

"There is tremendous opportunity for us to reimagine our role, and to pioneer new ways to help our members improve their financial health," he says. "We must determine the metrics of our impact on our members’ financial well-being, and according to those metrics, innovate solutions to facilitate members’ financial dreams in ways that help them achieve the comfort of being financially well."

Green also called on credit unions to:

  • Continue to innovate in the digital and technology space to meet members’ needs.
  • Pursue ideas and practices to encourage new credit union charters.
  • Further the credit union movement with advocacy to help set policies to allow credit unions to evolve.
  • Develop and educate a new generation of leaders.

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