Marketing Your CU Beyond Rate Competition with Shane Saunders

In this episode of The Digital Banking Podcast, Josh DeTar talked with Shane Saunders, CEO of Mocse Credit Union, about building authentic brand value in community financial services. Shane shared how his credit union discovered its identity as "audaciously authentic" through a rebranding process that honored both their humble beginnings and deep community roots.The conversation explored why competing on price creates a race to the bottom that community financial institutions can't win against larger banks. Instead, Shane emphasized the importance of delivering value through local connection, authenticity, and member experience — qualities that resonate across generations from longtime members to new young account holders.For community financial institution leaders looking to differentiate in an increasingly competitive market, this discussion offers practical insights on leveraging your authentic story and community connections as powerful marketing assets. Tune in to discover how your institution can move beyond rate competition to create meaningful brand resonance.

In this episode of the Digital Banking Podcast, host Josh DeTar sits down with Law Helie, General Manager of Consumer Banking at nCino, to explore what it takes to modernize digital banking. From his early days in the Marines to leading consumer strategy at one of the industry's top tech firms, Law brings a rare blend of discipline, empathy, and systems thinking.The conversation deepens into the real-world friction between fraud prevention and user experience. Law breaks down how legacy policies, generational gaps in tech literacy, and evolving scam tactics all pressure financial institutions to move faster and stay vigilant.They also unpack how AI reshapes everything from underwriting to internal policy decisions. Whether updating your loan origination flow or rethinking your customer education strategy, this episode is packed with insights to help you balance innovation, compliance, and trust.

This episode of the Digital Banking Podcast explored the crucial role of cybersecurity in banking, focusing on vendor risk management. Josh DeTar spoke with Lara Sevener, Tom Walker, and Rob Carothers, partners at Jones Walker LLP, about the unique challenges faced by community and mid-sized banks.The discussion highlighted the increasing reliance on third-party vendors for essential banking services and technology. Sevener, Walker, and Carothers emphasized the importance of due diligence and strong contract negotiation to mitigate risk. They discussed the need for banks to balance the benefits of technological advancements with the potential exposures they create. The group also stressed the importance of clear communication and partnership between banks and vendors.Walker and Carothers shared insights from a recent cybersecurity survey conducted by Jones Walker LLP. The survey revealed critical gaps in third-party risk management practices within the banking industry. The conversation concluded with advice for community banks on navigating the changing landscape of technology and regulation, highlighting the importance of adapting and evolving to stay competitive.

On this episode of the Digital Banking Podcast, Josh DeTar spoke with Kendall Garrison, CEO of Amplify Credit Union, about shaking up the status quo in the credit union industry. Garrison shared Amplify's commitment to improving members' financial lives, even if it means making tough decisions. They discussed Amplify's guiding principles, the importance of diverse perspectives, and the obligation to give back to the community.Garrison detailed Amplify's decision to eliminate fees, viewing it as a moral imperative. He highlighted the strategic shift to mortgage banking to build generational wealth, and how they manage risk, as opposed to avoiding it. This was achieved by knowing what the business should focus on. The pair explored balancing member needs with profitability and touched upon unconventional strategies.Garrison emphasized a culture of radical transparency, sharing information with vendors and empowering his team. He talked about how he keeps up with industry trends and ensures Amplify stays focused on its mission of member care.

Small credit unions face big challenges, but does that mean there’s no joy in running one? In this episode of The Digital Banking Podcast, host Josh DeTar sits down with Bo McDonald, Founder and President of Your Marketing Co., to unpack the reality of credit unions under $10 billion in assets. They dive into the importance of mindset, strategic decision-making, and why some small credit unions thrive while others struggle.Bo shares how personal experiences shaped his passion for credit unions and why telling their stories is critical for growth. He explains how smaller institutions can stay relevant by embracing technology, challenging outdated thinking, and prioritizing relationships over transactions. The conversation highlights examples of leaders who are pushing through obstacles to serve their communities.Josh and Bo also discuss the need for honest dialogue in the industry. From tough boardroom conversations to rethinking legacy systems, this episode is a must-listen for leaders who want to future-proof their credit unions while staying true to their mission.

In this episode of the Digital Banking Podcast, Josh DeTar speaks with Tony Hernandez, President and CEO of the Defense Credit Union Council (DCUC). They discuss how DCUC advocates for credit unions serving military members and veterans across America.Tony explains how DCUC has expanded beyond its original mission of representing credit unions on military installations to now serving any credit union with veterans in their field of membership. He shares insights on current advocacy efforts to protect the credit union tax exemption and maintain the National Credit Union Administration (NCUA) as an independent agency.The conversation highlights the critical connection between financial readiness and mission readiness for military personnel, emphasizing credit unions' vital role in serving veteran communities. Tony also details DCUC's recent initiative to bring together various credit union trade associations to create a unified front on key industry issues.

In the latest episode of The Digital Banking Podcast, host Josh DeTar welcomed JR Lay, Founder and CEO of the Digital Growth Institute. The episode explored Lay’s journey from punk rock musician to digital banking strategist and the lessons he learned along the way.DeTar and Lay discussed how financial institutions can move beyond a defensive mindset and embrace transformation as an ongoing evolution rather than a disruption. "Are you playing a game to win, or are you playing a game not to lose?" Lay asked, challenging leaders to rethink their approach to industry shifts.The conversation covered the role of mindset in adapting to rapid technological change, the importance of vision in leadership, and how AI is reshaping financial services. Lay also highlighted the need for continuous learning and adaptability in an era of digital acceleration.Tune in to hear how financial leaders can shift their perspective, leverage technology without fear, and develop a strategy that positions their institution for long-term success.

On this episode of the Digital Banking Podcast, Josh DeTar spoke with JB Baker, VP of Products and Marketing at Scale Flux, about the often unseen infrastructure behind AI. They discussed the limitations of current technology and where improvements are needed to handle AI’s growth. JB highlighted the "memory wall," which limits data flow to processors, as a major hurdle.JB explained how this challenge requires innovation in areas like memory, storage, networking, and even cooling systems. He used a simple analogy of an irrigation system needing bigger pipes to support a growing field, representing the need for faster data delivery to power-hungry GPUs.The conversation also covered the environmental effects of rising energy demands. JB pointed out data centers' substantial energy consumption and the need for more efficient cooling methods. They explored the ripple effect of innovation, where advancements in one area, like energy production, can unlock progress in seemingly unrelated fields like AI.

In this episode of the Digital Banking Podcast, Josh DeTar sat down with Tanis Bagby, Cash Management Officer at P1FCU, to discuss the power of community engagement in the digital age. Bagby shared her career journey at the credit union, highlighting the importance of building relationships with members. She discussed her role as host of P1FCU’s podcast, Making Sense of Money, emphasizing the value of providing financial education and support through relatable, long-form content.Bagby explained how the podcast aims to meet listeners where they are, offering practical advice on topics like budgeting, home buying, and financial planning. She stressed the importance of empathy and accessibility in financial conversations, especially in a digital-first world. Bagby also touched on the role of community partnerships and how they enhance the credit union's mission of serving members.The conversation explored the challenges of reaching younger audiences amidst competing financial marketing messages. Bagby and DeTar discussed the importance of credit unions actively engaging with youth and building trust through genuine, valuable content. They agreed that podcasts offer a unique opportunity to connect with audiences and foster deeper relationships.

On this episode of the Digital Banking Podcast, host Josh DeTar welcomed Melanie Kennedy, CEO of Southwest Financial Federal Credit Union to discuss her credit union's journey to becoming a fully digital institution. This transition, planned before the pandemic, accelerated when COVID-19 forced widespread closures. She explained the operational efficiencies gained, the surprisingly positive member response, and the improved work-life balance for her team.Kennedy addressed the challenges of running a small credit union in a competitive landscape. She emphasized the importance of maximizing resources and embracing new technologies. She highlighted her credit union's use of AI for streamlining communications and creating an internal knowledge library for increased efficiency. Kennedy also touched upon the importance of maintaining member relationships in a digital-first environment, emphasizing communication through text, secure messaging, and phone calls.The conversation explored the evolving nature of member expectations and the adoption of digital tools. Kennedy and DeTar discussed the cultural shift towards digital banking, accelerated by the pandemic. They considered the future of digital banking and the need for credit unions to adapt to changing member needs.