Meeting the future before it arrives

The future of credit unions doesn’t lie in simply keeping up with consumers, technology, or regulation; it depends on our ability to meet these challenges ahead of where they are. This mindset requires anticipating what matters most to them before they even recognize it themselves. Instead of reacting to industry shifts, credit unions must build structured processes that bridge the critical gap between insight and action—allowing them to turn knowledge into scalable and impactful strategies.

To meet the future before it arrives, credit unions must focus on four key considerations: closing the action-intention gap, leveraging the power of collective perspective, using listening as a competitive advantage, and building a culture of curiosity.

Let’s be real: credit unions have always had a knack for serving their communities in ways that megabanks can’t. But that doesn’t mean we’re immune to the shifting tides of consumer expectations. According to the Cornerstone Advisor’s What’s Going On in Banking report, optimism among executives is higher than it’s been in a decade, but so are the challenges. Rising costs, regulatory burdens, and an increasingly digital-first mindset among consumers mean we have to be sharper than ever about turning insights into action.

We’ve all been there—sitting in a strategy meeting, nodding along to a great idea, only to see it stall because execution is hard and expensive. The key to overcoming this challenge is ensuring that insights lead to real-world application—not just staying on a PowerPoint slide or, even worse, printed in a folder on your desk.

If you’ve spent time in this industry, you know that the best ideas don’t come from an echo chamber. They come from talking to people with different perspectives—other credit unions, fintechs, and, most importantly, member-owners. Credit unions are under increasing pressure to scale and innovate, but the good news is that collaboration is a built-in advantage of our movement.

Creating spaces where industry leaders challenge each other, share what’s working, and push beyond traditional best practices is critical. Because let’s face it—best practices aren’t enough anymore. We need “next practices.”

There’s an old saying that God gave us two ears and one mouth for a reason. In today’s banking environment, listening is an underrated superpower. Members are looking for financial institutions that truly understand their needs, whether it’s through real-time payments, smarter lending, or financial wellness tools.

Yet, too often, we rely on numbers alone. Don’t get me wrong—data matters. But the magic happens when we combine it with real human listening. Strategic processes that integrate listening help ensure that credit unions aren’t just reacting to trends but engaging with them in meaningful ways.

Curiosity isn’t just for kids—it’s the difference between credit unions that thrive and those that struggle to keep up. Current topics like AI, fraud prevention, and fintech partnerships represent key drivers of industry change. Rather than getting confused or frustrated, credit unions need structured paths of curiosity to act on the questions we are all asking—like “What if?” and “Why not?”

This approach is about more than just innovation for its own sake. It’s about embedding curiosity into how teams work, how strategies are developed, and how organizations make decisions. Credit unions that embrace this mindset won’t just survive the next decade—they’ll lead it.

The credit unions that will lead in the coming decade won’t be those that simply react to industry trends; they will be the ones shaping them. Room 39A is more than a project—it’s a mindset shift, a new way of approaching insights, strategy, and action. It ensures that organizations don’t just see what’s coming but are ready for it before it arrives through curiosity, experimentation, and getting things done.

After a few years of some of the most difficult operating environments in recent memory, we may be entering a period of cautious optimism. But optimism alone won’t keep us ahead. The future belongs to those who anticipate, listen, and act with intention. If you’d like to learn more about what’s happening with Room 39(a), connect with the team at hello@room39a.com.