ANAHEIM, Calif.–More than 130 people were in attendance during the ninth annual CU FinHealth 25 conference here. The event, which ran for three days, was an opportunity for attendees to “network, collaborate, and empower each other to transform credit union members’ lives through tangible initiatives,” according to organizers.

The meeting, which took place at the JW Marriott Anaheim Resort, was  organized by the California Credit Union League and Nevada’s Credit Unions, the National Credit Union Foundation, and the 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,” organizers said in a statement.

The meeting also allowed participants to 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,” meeting organizers added.

‘Inspired by Dedication’

“Each year at CU FinHealth, I am inspired by the dedication and passion that our attendees bring to the table,” Larry Palochik, executive vice president of the California Credit Union League and Nevada’s Credit Unions, said in a statement. “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 conference included 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, organizers said.

‘Control, Capacity, Choice, and Goals’

“When we talk about financial wellbeing, there are four key factors: control, capacity, choice, and goals,” Culp told the meeting. “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,” Moran said, according to the meeting’s hosts.

Key Questions

Among the key questions and issues posed by attendees:

• There is a desire for national and local data sets for benchmarking
• There is a need for best practices for community engagement.
• Attendees want to understand how to define success in financial wellness initiatives and networking opportunities.

‘Inclusive Financial Ecosystems’

Samira Salem, vice president of DEIB at America’s Credit Unions, highlighted for the meeting the intersection of belonging with financial wellbeing, where she emphasized the need for credit unions to create inclusive financial ecosystems, meeting organizers said.

“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.”

More Effective Approach

According to Salem, the more approach to leadership is emerging, leading with heart.

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.” 

Other Meeting Highlights

Organizers said other meeting highlights included:

• 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 explored 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.
• 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.

‘Unique Panel’

Meeting organizers said 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,” organizers said. “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, meeting hosts said.