Anaheim, CA (April 4, 2025) |
Over three transformative days, more than 130 financial education champions from credit unions and system partners around the nation convened in Anaheim, CA for the ninth annual CU FinHealth 25 conference. Attendees benefitted from a dynamic platform to network, collaborate, and empower each other to transform credit union members’ lives through tangible initiatives.
Hosted at the JW Marriott Anaheim Resort, the conference is organized by the California Credit Union League and Nevada’s Credit Unions, National Credit Union Foundation, and Cornerstone Foundation. This year’s conference provided an immersive learning experience focused on actionable steps for credit unions at all stages of their financial health journey, from those just beginning to those looking to expand their existing programs.
Participants explored how to commit to financial wellbeing as a strategic imperative, assess the current landscape of member and employee needs, develop actionable plans, and implement initiatives to achieve a measurable impact.
“Each year at CU FinHealth, I am inspired by the dedication and passion that our attendees bring to the table,” said Larry Palochik, executive vice president of the California Credit Union League and Nevada’s Credit Unions. “CU FinHealth is more than just a conference. Our gathering is committed to making a tangible difference in the lives of credit union members and communities. Seeing the ripple effect of our work throughout the credit union movement year after year is what makes this event so meaningful.”
The positive energy and innovative spirit attendees brought was remarkable as the event kicked into gear. This year’s participants were equipped not only with knowledge, but a renewed sense of purpose, ready to champion financial wellbeing with enthusiasm.
The conference commenced with welcoming remarks from Palochik, Cornerstone Foundation Executive Director Courtney Moran, and National Credit Union Foundation Executive Director Lauren Culp. Palochik emphasized the importance of coming together each year to learn together, making connections on how to improve our communities.
‘Control, Capacity, Choice, and Goals’
Culp spotlighted the core components of financial wellbeing. “When we talk about financial wellbeing, there are four key factors: control, capacity, choice, and goals,” Culp said. “Members are hurting, and communities are hurting. But we are not stuck. Credit unions can help achieve financial wellbeing.”
Moran said for small credit unions getting started on their financial health journey or those looking to expand, “CU FinHealth is designed to connect with credit unions on all levels of their journey.”
Attendees posed key questions, including the desire for national and local data sets for benchmarking, as well as best practices for community engagement. They also wanted to understand how to define success in financial wellness initiatives and networking opportunities.
Creating Inclusive Financial Ecosystems
A compelling keynote address was also delivered by Samira Salem, vice president of DEIB at America's Credit Unions — highlighting the intersection of belonging with financial wellbeing, where she emphasized the need for credit unions to create inclusive financial ecosystems.
“One of the most important things you will get from this event is connecting with the people in the room,” Salem said. “These are the true leaders in this space, apart from all the tools and knowledge. Empathy is really important when it comes to leadership. We are in a moment characterized by disruption and uncertainty, the first time in modern history that we have six generations in the workplace. This is transforming how we work and how we lead.”
A more effective approach to leadership is emerging, leading with heart, Salem added. Leading with heart helps “keep our eye on the ball,” and recognizes the connection between employees’ wellbeing and how they serve members. “This type of leadership results in trust and dignity, which are premium in today’s world.” Attendees discussed how leading with heart leads to better perspectives, a welcoming environment, increased loyalty, and setting an example worth following.
Serving the Underserved, Design-Thinking, & Maximizing Success
Attendees also engaged in experiential learning formats, including panels, interactive workshops, and dedicated learning tracks focused on financial coaching, financial education, and exploring “The Next Big Thing” in financial wellbeing innovation.
Sessions covered findings from the JD Power Financial Health Insights Study, revealing credit union member engagement patterns and service strategies that make an impact. Participants were able to identify underutilized products and services, leveraging them for improved engagement. Best practices for building financial coaching and education programs were also shared, as well as inclusive design to prevent employee burnout and maximize success.
Attendees got the opportunity to explore strategies for serving underserved populations and “invisible communities.” Panelists highlighted the importance of tailored programs and overcoming barriers to financial access. Facilitated mock financial counseling sessions allowed for practicing skills and developing concrete plans tailored for diverse scenarios depending on the credit union member being served.
More importantly, the ideation workshops focused on specific contexts, including small asset-size credit unions, differentiating through financial health, making sense of employee financial wellbeing, and fostering employee engagement. Participants learned to leverage design-thinking to amplify their impact and move the needle on financial wellbeing for all. They also gained key strategies to help employees in the financially vulnerable category, as well as utilize diverse delivery methods for financial education.
Panel: Listening to Credit Union Members
One of the more unique panels that was hosted by Rize CU spotlighted intriguing credit union member perspectives on loyalty and needs, reinforcing the importance of listening and tailoring services effectively.
Credit union members shared that they appreciated being called by their first name, and one member shared a story about how Rize CU empowered her to start a small business. Members value the credit union’s relationship with them, the innovative and collaborative opportunities to invest in the community, and the credit union’s dedication to serving minority groups. Attendees learned how to conduct deep research into their own memberships to get a better understanding of the unique needs of the individuals and households they are serving.
Networking breaks, a Sponsor Round Robin connecting attendees with preferred sponsors and providers, and an exclusive Rooftop Reception also fostered valuable connections and idea-sharing. Creative ideas for youth financial education were presented, using Marvel Comics’ “Avengers: Saving The Day” as a tool to engage younger members. Panelists Lori Horstman (Altra FCU) and Hector Madueno (SAFE CU) — moderated by Todd Mazure (Visa) — discussed inspiring youth financial education through programs, events, resources, and scholarships.
“It is engaging and makes them think differently about financial education,” said Lori Horstman, vice president of member experience and advocacy at Altra FCU. “I think it will make them want to dig a little deeper. What we do is not something many banks are doing, so it’s a differentiating factor. We are not there to push a product. We are there to educate them.”
‘Transforming Lives Through Financial Wellbeing’
CU FinHealth 25 has proven to be an invaluable resource for credit unions committed to improving the financial wellbeing of their members and communities.
“Attendees left the conference equipped with renewed inspiration,” Moran said. “They can continue integrating financial wellbeing into their organizational fabric.”
Culp said the energy and commitment shown by attendees was inspiring. “The practical tools and actionable strategies gained will allow financial practitioners and leaders to make a real difference in their communities,” she added. “We look forward to seeing how our collaborative efforts and shared insights continue driving positive change and transformed lives through financial wellbeing initiatives in the credit union movement.”
Thanking CU FinHealth 25 Sponsors
CU FinHealth 25 was made possible through the generous support of its sponsors, including:
- Presenting Sponsor Credit Mountain.
- Educational Sponsors Cashy, KOFE (Knowledge of Financial Education), GreenPath Financial Wellness, TrustPlus, and Salus.
- Focus Sponsors Bankjoy, Visa, and iGrad/Enrich.
- Contributing Sponsors Balance, TruStage, Edovo, and Money Habitudes
