SEATAC, Wash.–The GoWest Credit Union Association said it has become a part-owner and board member of the Backbone credit union coalition, which seeks to “amplify the voices and stories of credit unions that are transforming lives and communities.”
The GoWest association said that in line with 2025 as the Year of Financial Health, and as part of its commitment to making financial well-being accessible to all, it is dedicated to sharing the “powerful impact of credit unions.”
As the CU Daily originally reported here, a core group of 11 credit unions partnered to launch “Backbone,” which they said is designed to strengthen and defend the “essential role credit unions play in American communities.”
‘Proof’ of Work
“We are thrilled to join the Backbone team at a new level. This is about credit unions showing up with proof of their great work across the nation,” GWCUA President and CEO Troy Stang said in a statement. “Through our collaboration with Backbone and our member credit unions, we’re excited to continue amplifying impactful stories from every corner of the country to inspire more people to take control of their financial futures.”
Added Tansley Stearns, president and CEO of Community Financial Credit Union and Backbone board chair, “We are thrilled that GoWest has become a part-owner and board member of the Backbone coalition. GoWest’s increased partnership strengthens our collective voice and ensures that Americans know credit unions are the financial partner they deserve.”
Stearns was featured as part of the CU Daily Cast with Walter Laskos here.
Telling Stories
In order to bring the effort to life, GoWest said it will highlight real stories that “showcase the impact credit unions are making in communities across the country,” including:
- Isa Varela and her husband, Adrian Valencia, expanded their catering business with a Small Business Resiliency Loan (SBRL) from Canopy Credit Union in Spokane, Wash. They are two of the 600 entrepreneurs who have accessed capital through the collaboration between Washington credit unions, the GoWest Foundation, and the Washington State Department of Commerce, the organization said.
- A GoWest Foundation partnership with Idaho credit unions and community partners is addressing the affordable housing crisis by constructing more than 30 new homes, many designated for teachers, firefighters, and healthcare workers.
- Jimmy, a member of On Tap Credit Union in Golden, Colorado, credits personalized coaching sessions with helping him take control of his financial future.
- Vantage West Credit Union in Tucson helped a member restructure a high-interest loan from another lender, saving him over $360 per month.
- Kids from financially struggling families in Laramie, Wyoming, start school with the supplies they need, thanks to StagePoint FCU’s collaboration with local businesses.
- 44 North Credit Union in Lebanon, Ore., has been sending kids to summer camp for more than 20 years, ensuring they have enriching experiences despite financial hardships.
- Rogue Credit Union’s annual Rogue Community Rally sees teams volunteering at nearly 60 events, demonstrating the ongoing commitment of not-for-profit cooperative credit unions.
Advertising Spots Secured
GoWest said it has secured advertising spots in Fortune, the Hill, American Banker, Banking Dive, Denver Post, Yahoo and other publications, and that it is “leaning into stronger, clearer, and more compelling messaging, grounded in real data, that reflects credit unions’ values and shows the strength of their business model in today’s market.”
The role with Backbone will expand the ability to showcase how credit unions are collaboratively and uniquely leaning in, as not-for-profit cooperatives, to support their members and communities, the association added.
‘Foot on the Gas’
“This is just a taste of the impact and voice of credit unions. Our foot is on the gas, and we are excited to see more!” Stang said in a statement. “Credit unions are at the forefront of financial empowerment, and by sharing these real-life stories, we’re ensuring their impact reaches even more communities. We are showing up with data-informed, humanized and impactful proof.”
