Taylor Murray named new Affinity Plus vice president of branch services

ST PAUL, MN (November 7, 2016) — Taylor R. Murray has been named new vice president of branch services, Affinity Plus Federal Credit Union announced today.

Murray, most recently of Grayslake, Ill., will oversee Affinity Plus’ 28 statewide branches and guide their future direction, said Dave Larson, Affinity Plus President/CEO.

“Brick-and-mortar bank branches have an important role in our credit-union framework, but they also are undergoing remarkable changes,” Larson said. “Taylor will help us hone in on what members are telling us what they want from their community branches, even as members are increasingly using online and mobile tools.”

Larson added that Murray’s selection is the next step in a three-part strategy to hire senior leadership for branch services, digital services and phone services.

“By establishing a singular focus over each member-service channel, we will be more adaptable, nimble and data-driven than ever before,” he said.

Murray begins in his new role Monday, Nov. 7.

In his most-recent role, Murray was regional director of service centers for Baxter Credit Union (BCU) of Vernon Hills, Ill. BCU has been named one of the nation’s top 100 credit unions; it serves more than 200,000 members nationwide, with more than $2.6 billion in assets.

In that role, Murray led the strategic direction, growth and profitability of 14 branches, and oversaw the addition of more than 4,200 new members annually. During his tenure, consumer loans increased more than 171 percent by annually adding $82 million in real-estate originations and $51 million in consumer-loan originations.

Murray also took a leadership role in the growth and transformation of new and existing branches, as the credit union evaluated how to design for the future.

“Branches will continue to evolve as technology makes it easier for members to complete routine transactions,” Murray said. “Working to transform branches that facilitate this change is critical to long-term growth.”

From 2007-2012, Murray was a branch manager at two different branches and spearheaded business development and service-center growth. In 2012, his team was awarded the President’s Award for Branch of the Year.

Murray’s experience at BCU also includes indirect lending manager, outbound sales manager, share product creation and business development.

“Working for BCU has allowed me great opportunities to grow personally and professionally. I’m eager to take what I’ve learned and pour that passion into Affinity Plus.”

Since 2014, Murray has participated in the i3 Innovator program with the Filene Research Institute. He is among a group of 15 credit-union executives who each year are selected to participate in a two-year program. Participants use the i3 method – ideas, innovation and implementation – to collaborate, create and implement innovations for members and their respective credit unions.

“Working with Filene’s proven innovation method over the last two years will greatly enhance my abilities to identify problems in our industry over the next five to 10 years and work towards creating solutions for us and our members.”


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 over 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
Content & Public Relations Specialist | Affinity Plus Federal Credit Union
175 West Lafayette Frontage Road | St. Paul, MN 55107
Ph: (651) 312-9975 | Mobile: (507) 398-8966

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