A pivotal discussion during REACH 2025 on Tuesday, “Built to Last: Honoring Our Legacy, Shaping the Future,” was led by Power and Light Collaborative CEO Samantha Paxson. She was joined by panelists, including Sam Tate (COO of First City Credit Union), April Remnant (CEO of County Schools Federal Credit Union), and Todd Clark (president and COO of InvestiFi).
(View and download event photos from the REACH 2025 Photo Galleries)
Paxson addressed the industry’s central tension: how credit unions can embrace disruptive technology without sacrificing the decades of member trust and personalized service that define the cooperative model. The session offered strategies for leveraging innovation to strengthen the member relationship in an increasingly digital world, particularly in artificial intelligence and embedded finance.
They also discussed shifting the industry’s perception of AI. Instead of viewing AI purely as a tool for efficiency or cost reduction, the panel argued it must be deployed as an enhancer of human connection.
Credit union leaders often talk about AI replacing a teller, but the real power is in AI empowering the human connection. If AI can handle 90 percent of routine queries and detect potential financial distress in credit union members’ spending patterns, it frees up the best people to have high-value, meaningful conversations. These are the kind of conversations that truly change members’ lives and build loyalty.
The panel presented new consumer research indicating that members appreciate digital self-service for simple tasks, but they increasingly expect personalized guidance and proactive financial insights, a need only met by advanced, data-driven automation. Tate noted that this approach directly addresses the rising regulatory pressure and market forces to manage credit risk, as early detection powered by AI allows credit unions to intervene with targeted support and education before delinquencies escalate.
The conversation shifted to how credit unions can compete against agile fintechs that “embed” financial services into daily consumer life. Clark, bringing the credit union service organization (CUSO) perspective, emphasized the need to use open banking and API integrations to show up in members’ everyday moments.
The panel advocated for a strategy of partnerships over purchase, urging leaders to collaborate strategically with third-party providers rather than attempting to build every new capability internally. This approach allows credit unions to integrate seamlessly into non-financial applications, like providing a loan offer directly at the point of sale for a used car, or embedding financial wellness tools within an employer’s benefits portal. This — all while maintaining trusted branding and compliant oversight.
Paxson said strategic partnerships are the connection for smaller and mid-sized credit unions to acquire the sophistication needed to compete with national banks and digital giants without ceding their unique identity.
Acknowledging the persistent financial pressures, digital competition, and acute workforce challenges, the discussion moved toward practical leadership solutions. Short-term economic headwinds, while painful, shouldn’t deter digital investments. The panel offered attendees practical frameworks for evaluating new technology investments against the criteria of member financial outcome and institutional integrity.
Paxson reminded leaders that a credit union’s greatest strength lies in its mission. The legacy of the credit union movement isn’t just about low rates. It’s about trust. In an era of automated, faceless finance, that human-centered foundation is the greatest competitive advantage.
Credit unions must use AI and embedded finance as tools to amplify that trust and make it more accessible, not less. It’s up to industry leaders to shape the future if they build with technology and purpose.
Attendees and League staff will be sharing photos, comments, and memories through LinkedIn at #CUatREACH.
REACH is one of the credit union industry’s premier annual events, attracting leaders and system partners from across California, Nevada, and the United States. It is held from October 27-30 at JW Marriott Desert Springs in Palm Desert, CA this year.
