WASHINGTON — The popular Underground meeting hosted by Mitchell Stankovic Associates, which describes the event as “credit unions’ most provocative and truth‑telling forum,” is returning again on March 1 with the theme, “The CULTure of a Community.”
The event will be held at the Hay‑Adams Hotel just prior to the start of America’s Credit Unions’ Governmental Affairs Conference (GAC).
“This year’s gathering confronts the most powerful force shaping human behavior today — belonging — and challenges the credit union system to reclaim its identity as a movement built on purpose, people, and passion,” the company said.
The Power of Belonging
“Belonging is the gravitational pull of modern life. It shapes trust, loyalty, and behavior and it moves faster than institutions can react,” Dr. Brandi Stankovic, keynote speaker and principal of Strategic Advisory Services, said in a statement. “If credit unions want to matter in the next decade, they must build CULTure intentionally — not as a marketing tactic, but as a movement.”
According to MSA, the Underground will examine how CULTure fuels fandoms, drives digital tsunamis, mobilizes millions in minutes and why credit unions, despite 400 million members worldwide, still struggle to convert participation into passionate advocacy.
Sessions throughout the day will explore digital transformation, Genuis Act, regulatory shifts, compensation transparency, mergers, small‑credit‑union activism, and real‑world examples of CULTure in action, the company said.
‘Not Enough Evangelists’
“We have scale, but not enough evangelists. That’s the gap. And it’s not a technology problem, it’s a CULTure problem,” Sue Mitchell, founder of the Underground, said in a statement. “This event is about confronting that truth head‑on, CU narcissism and giving leaders the incentive to build relevant communities people want to belong to.”
The Agenda
MSA said the agenda features a rapid‑fire series of interviews, panels, and spotlights designed to provoke, challenge, and inspire. Topics include:
- Digital Tsunamis — forces combining to impact members at the speed of a swipe
- The GENIUS Act — the implications of a cashless, borderless financial world
- The Future of NCUA — regulatory shifts shaping the next era
- Compensation & Cancel Culture — navigating transparency and outrage cycles
- CU Narcissism & Groupthink — breaking the industry echo chamber
- Mega Models — new paths for mergers, de‑novos, and charter preservation
- The Power of Us — why small credit unions remain the heartbeat of cooperatives
- Activism & Urgency — mobilizing members as advocates
- Lessons from Fandoms — real breakthroughs in CULT‑like engagement
- CULT Builders: CU4Kids — a movement within the movement, raising $165M
What Must be Reclaimed
“Credit unions were built on belonging — on people helping people — and that’s the CULTure we must reclaim,” Jennifer Oliver, CEO of Rize Credit Union, said in a statement. “If we want to grow, we have to stop blending in and start standing out. CULTure is our differentiator.”
MSA said the Underground will close with a playful toast — “Drink the Kool‑Aid.”
Mitchell Stankovic said it will provide lunch after the Underground and will host a Partner Showcase featuring the Credit Union Shared Services (CUSS) portal and business partners offering solutions for small credit unions through CUSS.
For info, go here.
