The CUInsight Network podcast: Strategic problem solving - SRM

“I love what credit unions stand for. I think we continue to provide relevancy and value to communities and our members.” - Cisco Malpartida Smith

Thank you for tuning in to The CUInsight Network, with your host, Robbie Young, Vice President of Strategic Growth at CUInsight. In The CUInsight Network, we take a deeper dive with the thought leaders who support the credit union community. We discuss issues and challenges facing credit unions and identify best practices to learn and grow together.

My guest on today's show is Cisco Malpartida Smith, Managing Director of Strategic Advisory at SRM. We discuss the future of credit unions and the strategic thinking that is needed to keep the movement strong, and Cisco shares the story of how his career began in a remarkable way, starting a student-run credit union while serving as student body president in college. He touches upon how that experience set him on a path that would eventually lead to CEO roles, strategic leadership positions, and advising institutions across the country!

In our conversation, Cisco walks us through the work that he does today helping credit unions solve complex strategic problems, especially when it comes to growth. One of the biggest challenges that he covers is the rising average age of credit union members. Cisco explains why this causes financial pressure, with older members typically saving more and borrowing less. He also explains a strategy that he has spent decades refining—connecting credit unions with colleges and universities to reach the next generation of members.

As we wrap up the episode, Cisco reveals a huge leadership influence on him, what he thinks about maintaining balance between career, family, and community service, and so much more! Perhaps most importantly, he shares an incredibly powerful strategy that has shaped his thinking: the idea of creating meaningful differentiation so that credit unions aren’t simply competing in the same crowded marketplace as everyone else. I hope that you enjoy my conversation with Cisco Malpartida Smith!

[1:32] – Cisco explains how beginning a student-run credit union in college launched his lifelong career in the credit union movement.
[4:36] – Student-run credit unions often lack industry guidance, so Cisco volunteered to connect them with the broader movement.
[6:03] – At SRM, Cisco helps credit unions develop organic growth strategies and solve complex operational challenges.
[8:17] – Rising member age threatens credit union balance as older members save more and borrow less.
[10:45] – Cisco discusses how credit unions have relied on employer partnerships.
[13:16] – Building relationships with college students early can help generate lasting loyalty and huge membership growth.
[16:35] – Cisco argues that community colleges offer opportunities to reach future local workers and introduce them to credit unions early.
[19:11] – Clear differentiation and value propositions can help credit unions compete.
[22:39] – Traveling to Hawaii for work feels meaningful to Cisco because he supports credit unions in his home state.
[24:33] – A New York police credit union exemplifies differentiation by offering unique “line of duty” loan forgiveness benefits.
[27:35] – Hear how Cisco maintains balance through the “three-legged stool” of family life, meaningful work, and community service.
[29:28] – In closing, Cisco argues that credit unions have to stay mission-driven, pursue growth, and continue fighting to remain relevant.