Unveiled Before 600+ Credit Union Leaders at Filene’s Chair Breakfast at GAC, New Research Center to Help Credit Unions Break Through the Noise
Madison, WI – Last week in a packed ballroom at the America’s Credit Unions Governmental Affairs Conference (GAC), Filene Research Institute shared some exciting news: the announcement of a new research center focused entirely on Differentiation & Storytelling, set to launch in July 2026. This new center will explore how brands win loyalty, how narratives shape behavior, and how financial organizations become memorable in ways that genuinely change consumer decisions.
Filene’s Executive Vice President, Christie Kimbell revealed the purpose and inspiration behind this new center by stating, “We’ve spent the past year hearing from credit union leaders who are wrestling with the challenge of doing meaningful work, but they’re not breaking through. You told us you’re tired of watching fintechs and big banks out-communicate us, even when they can’t out-purpose us.”
It’s Time to Amplify Your Credit Union’s Story
The research from this center will help credit unions clarify their unique value, align the strategy around the member, and communicate their story in ways that build trust, relevance, and long-term loyalty. Key questions this center will explore include:
- How do credit unions define and demonstrate a distinct value proposition that resonates with today’s diverse member segments?
- What is the right narrative and approach to increase awareness of credit unions without “teaching” about credit unions?
- How do credit unions create brand moments and experiences that break through the noise of the competition?
New Center Quickly Gaining Interest with High Performing Institutions
Over the next few months, Filene will be securing a select group of founding credit union sponsors who want to shape this work from the beginning to ensure the findings, tools and frameworks reflect the real-world challenges they face today. The initiative was spearheaded by orsa credit union as the inaugural funder, with FourLeaf Federal Credit Union, GoWest Credit Union Association, and OneAZ Credit Union quickly joining the effort with enthusiasm to invest even more in this storytelling commitment.
“The credit union movement is at an inflection point,” said Tansley Stearns, President and CEO of orsa credit union. “As we grow in scale, we must turn up the volume on the impact credit unions make in the lives of Americans. Products can be replicated. Technology can be matched. Our stories cannot. This Center of Excellence is about equipping credit unions with the research, tools, and confidence to articulate their cooperative advantage in ways that meet the moment and resonate deeply with everyday Americans. Relevance is not assumed. It is earned. And storytelling is how we earn it and connect emotionally with those that need us most.”
“Community isn’t just a talking point for credit unions, it’s who we are,” stated Linda Armyn, President and CEO of FourLeaf. “We show up, invest, and care differently than any other financial institution. But caring deeply and connecting meaningfully are two different things. The world has changed, and the way different people experience and expect ‘community’ has changed with it. This research will help us understand how to tell that story in a way that meets today’s unique members.”
Learn more here about the Differentiation & Storytelling Center and if your credit union is ready to build a brand your members can’t forget, reach out to christiek@filene.org to learn more about becoming a founding sponsor and help lead this breakthrough center from day one.
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About Filene Research Institute: Filene Research Institute strengthens organizations through innovative research and incubation to improve consumer financial well-being. As an independent cooperative finance think tank, Filene’s membership network connects a community of leaders and bright minds to change lives through innovation, truth, and cooperation. In addition to delivering cutting-edge, actionable academic research, Filene also provides incubators to test and scale solutions, events to spark organizations into action, and advisory services to help accelerate and implement innovation. For more information, visit filene.org and follow on LinkedIn.
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