Abound’s Chief Strategy Officer shares insights on future of digital finance

RADCLIFF, KY (April 30, 2024) — Shelley Mitchell, CPA, Chief Strategy Officer of Abound Credit Union, recently served as a panelist at the 2024 Future Digital Finance conference in New Orleans, Louisiana.

Her panel focused on the art of balancing efficiency and convenience with high-touch and relationship-building digital solutions. Specifically, the panelists shared how they are rethinking the nature and delivery of financial services in a digital landscape, investigating what member desires are for high-touch banking in their digital touchpoints along the banking journey, expanding avenues for member engagement, and maximizing the potential of self-service technologies.

Mitchell shared her insights about the evolving landscape of Member interactions and the challenges faced in translating digital personalization to branch interactions. “At Abound, we want to ensure a seamless Member experience across digital and branch channels,” says Mitchell. “Participating in future-focused industry events like this one help us share what we’ve learned, broaden our perspective and gain from networking with other leaders.”

In addition to ensuring Members have access to easy-to-understand resources and equipping branch staff with personalized data to better serve Members in person, on the phone or digitally, she also shared key learnings from Abound’s continuing journey toward embracing emerging technology and emerging ideas while also listening to the voice of the Member. “Leaders must understand when something is not working, when team members or Members are not embracing it the way you thought they would, and where to go from there,” she says.

About Abound Credit Union

Abound Credit Union, a leader in financial education, has been providing valuable banking solutions to help hardworking Kentucky families thrive for more than 70 years. Today, we have 18 locations, $2.1 billion in assets and over 130,000 military and civilian members. The Credit Union has been recognized for its leadership in financial education at the state and national level. Abound was named a Defense Community Champion 2023, ranked #15 Nationwide for Safety and Soundness by S&P Global Market Intelligence, and is one of the Best Places to Work in Kentucky for 2022, 2023, and 2024. It’s simple to become a Member, visit our website at to see how you may be eligible.


Sharon Simpson, 240.620.4095
Kayla VanMeter, 502.301.0116

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