LAS VEGAS—During its Reimagine Conference here, NACUSO named its CUSO of the Year and New CUSO of the Year.
Recognized as the 2025 CUSO of the Year was Tru Treasury, which said it is the credit union industry’s first and only end-to-end treasury management CUSO.
According to NADCUSO, Tru Treasury was recognized for its outstanding contributions to the credit union industry through collaborative innovation, exceptional service delivery, and its commitment to helping credit unions compete effectively in the treasury management space.
‘An Incredible Honor’“Being named CUSO of the Year is an incredible honor and a reflection of the passion and purpose that drives our team every day,” John Ballantyne, CEO of Tru Treasury, said in a statement. “From day one, we set out to build something different—bringing together the right people, powerful products, and purpose-built platforms to help credit unions grow stronger business relationships and create lasting impact in their communities.”
The five-year-old company said it has consistently expanded its service offerings while maintaining a member-first philosophy, and that to date it has helped dozens of credit unions across the country implement treasury management programs, resulting in enhanced member retention, increased non-interest income, and strengthened relationships with business members.
New CUSO of the Year
Separately, Flower Mound, Texas-based BenefisCU powered by TRISCEND, a provider of executive benefits and advanced insurance solutions for credit unions, was named the 2025 “New CUSO of the Year.”
The company said it works to ensure the financial health and operational effectiveness of credit unions across the country.
“This recognition underscores BenefisCU’s commitment to delivering industry-leading executive benefit plans and risk management solutions tailored specifically for credit unions, their members and communities, achieved through a robust partnership with TRISCEND,” CEO Alex Staron said in a statement. “Our approach not only streamlines operations but also ensures that profits generated from these services remain in the credit union ecosystem, fostering mutual growth.”
What it Offers
BenefisCU said it offers advanced insurance solutions designed for credit unions, enabling them to provide executive benefits for top talent and risk management services for their members.
“Through a national collaboration with other credit unions, BenefisCU provides access to specialized, member-centric products and favorable carrier commission structures across various insurance lines,” the company stated. “This approach ensures that credit unions can meet recruitment, retention and risk management needs effectively.
BenefisCU reported it has seen $33 million in current and guaranteed future revenue since inception and a 12.3% increase in net income year over year. It is currently partnered with 14 credit unions and Dollar Associates, and powered by TRISCEND.
Below, from left: Dale Edwards, co-founder and principal of TRISCEND; Alex Staron, CEO of BenefisCU; H. David Wright, co-founder and principal of TRISCEND; and Kerry Whalen, CEO of Goldenwest Credit Union and chairman of the board, BenefisCU.
