Affinity Plus CEO Dave Larson makes Minnesota list of top business leaders

Larson recognized in Greenspring Media’s Minnesota 500 for third time

ST PAUL, MN (November 10, 2020) — Affinity Plus Federal Credit Union (Affinity Plus) is pleased to announce that President and CEO, Dave Larson, was recently listed in the 2020 Minnesota 500 ranking of, “The Most Powerful Business Leaders in Minnesota.” This is his third time receiving this award.

The list, which is produced by Greenspring Media, celebrates the state’s leading business executives across an array of industries, from sports, to education, government to banking. Editors hand-selected this year’s top 500 Minnesota Executives.

“Dave does an amazing job of enlisting all employees and the whole organization behind mutual goals, designed to provide maximum service and the best care to members,” said Ron Rollins, board chair for Affinity Plus. “For many businesses right now, there’s been hardship, especially given the pandemic. In normal times, you need good leadership. In even more difficult times, it’s more imperative. Dave continues to put members and their needs at the forefront from giving members the opportunity to delay payments, to raising and contributing money to communities during a challenging summer. All of these decisions reflect on Dave and his leadership style.”

Finalists for Minnesota 500 were selected following research and due diligence, considering criteria such as:

  • The impact each executive has had/is having on their industry as a whole (both in current and prior roles);
  • The success and impact the company itself has had/is having under his/her leadership;
  • Special awards or accolades both in the executives’ professional and/or personal lives; and
  • Participation in community/philanthropic endeavors, position on other boards, and the like.

In his seven years as CEO, Larson has transformed the culture and results for Affinity Plus by relentlessly focusing on the people it serves and the employees he leads. He challenges his leaders and employees to do more each day for the individuals and communities served by Affinity Plus, including building up the impact of the organization’s nonprofit Foundation. In six years, his mission-driven approach has generated strong growth and record assets for the state’s second-largest credit union, attracting younger members while establishing intense loyalty.

Equipped with new high-tech core systems and digital footprint, Affinity Plus was able to mobilize 550+ employees to work from home in March, while almost seamlessly serving the changing needs of its 210,000 members. Affinity Plus led the way in closing its lobbies for COVID-19 safety, eliminating fees for impacted members, offering Recovery Loans for individuals and small businesses, and more.

Larson has become an influencer in the local credit union industry as well, including pioneering what has become CU Forward Day throughout state, with dozens of credit unions deploying its employees and resources to serve Minnesota communities each October. Since inception, 50% of credit unions across the state are participating in CU Forward Day. Larson is also proud to serve as Vice Chairman for Special Olympics Minnesota, an organization that’s near and dear to his heart.

In addition to the Minnesota 500, Affinity Plus has received a few other awards over the years. Forbes has ranked Affinity Plus as a Best-In-State Credit Union three years in a row. A 2018 and 2020 Star Tribune Top Workplaces survey also recognized Dave as the top leader among Minnesota’s large companies.

To learn more about Affinity Plus, please visit

Dave Jacket

About Affinity Plus Federal Credit Union

Based in St. Paul, Minn., Affinity Plus Federal Credit Union is a not-for-profit, financial cooperative that puts people first above profits. Members of Affinity Plus receive maximum value through competitive rates, minimal fees, and unique, member-centric products and programs. Established in 1930, Affinity Plus has 30 branches located throughout Minnesota and is owned by more than 250,000 members. Affinity Plus has more than $4 billion in assets. Additional information is available at or by calling (800) 322-7228.


Danielle Johnson

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