MADISON, Wis.–The Filene Research Institute has formally announced a new research center focused entirely on Differentiation & Storytelling, set to launch in July 2026.
According to Filene, the new center will explore how brands win loyalty, how narratives shape behavior, and how financial organizations become memorable in ways that “genuinely change consumer decisions.”
“We’ve spent the past year hearing from credit union leaders who are wrestling with the challenge of doing meaningful work, but they’re not breaking through,” Executive Vice President Christie Kimbell said in a statement. “You told us you’re tired of watching fintechs and big banks out-communicate us, even when they can’t out-purpose us.”
Amplifying the Story
Filene said research from the new center will help credit unions clarify their unique value, align the strategy around the member, and communicate their story in ways that build trust, relevance, and long-term loyalty.
Key questions this center will explore include, according to Filene:
- How do credit unions define and demonstrate a distinct value proposition that resonates with today’s diverse member segments?
- What is the right narrative and approach to increase awareness of credit unions without “teaching” about credit unions?
- How do credit unions create brand moments and experiences that break through the noise of the competition?
High Performing Institutions
Over the next few months, Filene said it will be securing a select group of founding credit union sponsors that want to shape the work from the beginning to ensure the findings, tools and frameworks reflect the real-world challenges they face today.
According to Filene, the initiative was spearheaded by orsa credit union as the inaugural funder, with FourLeaf Federal Credit Union, GoWest Credit Union Association, and OneAZ Credit Union quickly joining the effort with enthusiasm to invest even more in this storytelling commitment.
‘Inflection Point’
“The credit union movement is at an inflection point,” Tansley Stearns, president and CEO of orsa credit union, said in a statement. “As we grow in scale, we must turn up the volume on the impact credit unions make in the lives of Americans. Products can be replicated. Technology can be matched. Our stories cannot. This Center of Excellence is about equipping credit unions with the research, tools, and confidence to articulate their cooperative advantage in ways that meet the moment and resonate deeply with everyday Americans. Relevance is not assumed. It is earned. And storytelling is how we earn it and connect emotionally with those that need us most.”
Not Just a Talking Point
“Community isn’t just a talking point for credit unions, it’s who we are,” added Linda Armyn, president and CEO of FourLeaf FCU, in a statement. “We show up, invest, and care differently than any other financial institution. But caring deeply and connecting meaningfully are two different things. The world has changed, and the way different people experience and expect ‘community’ has changed with it. This research will help us understand how to tell that story in a way that meets today’s unique members.”
Additional Information
For info on the Differentiation & Storytelling Center, go here.
For additional info, contact [email protected].
