Guiding members through ‘the game of life’

I’m honored to serve as chair of the CUNA Board of Directors for 2023. Our industry has so much momentum right now, and I look forward to building on it even more as I represent the important work we do.

I promise to carry forward the thoughtful and purposeful leadership that our outgoing chair, University Federal Credit Union CEO Tony Budet, brought to this role. Tony, thank you for all you’ve done and will continue to do for our movement.

This is such an exciting time for credit unions.

The power of our grassroots advocacy, driven by our unwavering focus on helping people and building strong communities, resonates more than ever. Why? Our heart for members.

No other providers come close to delivering financial well-being like we do because credit unions focus on people, not profits. We’ll never waver from that, especially during times when our members need us the most.

At CommunityAmerica Credit Union, I never ask my team to focus on a revenue goal. We have people-focused goals and metrics that make our communities stronger.

We win when we serve our members with their financial well-being at the heart of everything we do. This approach is pervasive in our industry, which is why we stand apart from others—and why we matter to the financial futures of millions of people across the country.

Like The Game of Life, our members’ journeys are filled with a variety of experiences. Some are expected, planned for, and celebrated—and some aren’t.

When we establish ourselves as a trusted financial partner for our members at every turn, they can rest easy knowing that no matter what they encounter, we’re right there with them on this journey.

While life looks different for everyone, we all need a financial plan. As credit unions, we’re best equipped to help people create customized plans, serving as their coach to put them on a path to thrive and achieve financial well-being—and help them stay there.

At CommunityAmerica, I continually challenge my team to innovate new products and services that meet people where they are so we’re prepared to address their needs at every life stage.

Making and delivering on that commitment is both a gift and a responsibility. It’s a commitment that I know credit unions across the country share.

This is why we at CUNA will continue to vigilantly advocate for our industry and make sure people continue to have fair and ample access to credit unions.

As we move further into 2023 and beyond, let’s galvanize around our shared passion of operating with our members at the heart of everything we do.

Just like The Game of Life, real life is full of surprises. Knowing you can count on credit unions to be there at every pivotal juncture in your life shouldn’t be one of them.

Together, let’s leverage the collective power of our voices and our influence to amplify our movement.

LISA GINTER is the CUNA Board Chair and President/CEO of CommunityAmerica Credit Union. Contact her at lginter@cacu.com.