Bright Ideas and Bold Strategies from Our Client Advisory Council

At State National, collaboration isn’t just a buzzword — it’s the foundation of how we work with our credit union partners to drive growth and innovation. That’s one of the reasons we created our Client Advisory Council (CAC), a forum where some of our most valued partners can share information, collaborate with peers, and let us know their most important concerns so we can strategically develop solutions to benefit all credit unions.

That spirit of partnership was on full display at our Q4 2024 Client Advisory Council (CAC) meeting in vibrant New Orleans. We were thrilled to welcome back our CAC members as well as Jeff Rendel, a credit union industry expert and president of Rising Above Enterprises, who kept us all captivated with his insightful presentation and lively discussion facilitation.

From purpose-driven growth to game-changing technologies, our conversations were as inspiring as they were actionable. It is our hope that these insights will help equip all of our credit union partners with tools and strategies to make 2025 a standout year.

Here’s a look at some of the most exciting takeaways we uncovered.

Purpose-Driving Banking: A Foundation for Strategic Growth

The meeting kicked off with a compelling message about purpose-driven banking — the philosophy that staying true to your mission and community roots lays the groundwork for long-term success. Our CAC members dove into insightful conversations about how combining profitability with authentic community connection can create loyalty that lasts.

Volunteering and Community Engagement

Community outreach is a foundational value of the credit union movement, and our CAC’s organizations are no exception. Several of our members shared creative ways they are encouraging employees to give back, such as offering paid volunteer hours, or organizing impactful events like breast cancer awareness walks. These efforts not only strengthen community bonds but also align credit unions’ values with member expectations.

Branches That Build Trust

Even in a digital-first world, credit union branches are evolving — not disappearing. Attendees discussed shifting to smaller, more cost-efficient branch designs, turning them into “billboards” that showcase a local commitment while maintaining the personal touch members value.

Mergers With Meaning

Several discussions about the challenges and opportunities in mergers revealed a common trend: They’re not just about growth — they’re about ensuring relevance in a rapidly evolving market. Rather than merely expanding reach, the focus is on staying member-centric in an era of rapid market evolution. By balancing scale with the personal connections that define credit unions, our CAC members are finding ways to grow without losing sight of their roots.

Leading with Technology: Innovation, Automation, and Artificial Intelligence

Our next session moved to another hot topic — leveraging new technologies to streamline operations and elevate member experiences. Technology’s potential for transformation cannot be overstated, and our CAC members shared successes, challenges, and breakthroughs. From automation to AI to data-driven insights, they described how technology’s transformative power is reshaping their operations and member experiences.

AI in the Driver’s Seat

Imagine approving 80% of loans automatically while improving decision-making accuracy and reducing costs — that’s exactly what some credit unions are achieving with AI. Advanced analytics are also uncovering patterns undetectable to human underwriters, reshaping everything from credit decisions to long-term planning.

Chatbots and SMS Channels That Connect

Our CAC members also highlighted the practical perks of automation in member interactions. AI-powered intelligent chatbots are saving time by handling routine inquiries, freeing staff to focus on more meaningful, relationship-driven problem-solving. SMS communication is proving especially useful in sensitive areas like collections, enabling credit unions to reach out to their members in ways that feel approachable and respectful while also increasing engagement.

Overcoming Resistance to Automation

Introducing new tech isn’t always smooth sailing, and our group shared strategies for overcoming resistance. The key? Clear communication that shows automation isn’t about replacing people but eliminating repetitive tasks to create room for high-skill, high-value roles. In the experience of our CAC members, patience and reassurance have been integral to gaining staff buy-in.

Opportunities for Growth: New Products and Revenue Streams

Looking ahead, participants explored innovative product ideas and fresh revenue streams designed to meet their members’ evolving needs. Here are some standout opportunities our CAC credit unions are pursuing.

Subscription Accounts with Member Perks

Subscription-based checking accounts that bundle services like fraud protection, identity monitoring, and mobile phone insurance for a nominal monthly fee are gaining traction. Not only do these offerings generate a steady revenue stream of non-interest income, but they also solidify member relationships by providing high-value benefits.

Empowering Small Businesses

Expanding access to microloans and streamlined small business lending emerged as key growth areas. These offerings allow credit unions to fill gaps left by other lending channels, helping underserved entrepreneurs access the capital they need to succeed.

Faster Than Ever Before

With the rise of real-time payment systems, instant debit card issuance, and more instant, digital-first experiences, the demand for faster transactions continues to grow. Many credit unions, including our CAC partners, are exploring technologies like FedNow to meet the growing demand for instant, seamless transactions.

An Eye on the Future: Partnering for Tomorrow

Our final CAC of 2024 meeting reinforced the credit union industry’s shared mission: balancing innovation with meaningful human connection. State National is proud to stand beside our credit union partners as they continue to create, connect, and grow.

As we move into 2025, we’re more excited than ever to see what the future holds for credit unions and our CAC partners. We’ll keep working together to innovate and push boundaries, and we’ll keep sharing the insights that can help your credit union thrive.

To stay updated on the SN CAC and discover how State National is helping credit unions thrive, follow us on LinkedIn.

Here’s to a new year filled with purpose, progress, and partnerships!