JACKSON, Mich. – TRUE Community Credit Union Marketing Strategist Alexa Irvine won the CU Spark Tank Competition at the 2026 Michigan Credit Union League Annual Convention & Exposition.
Representing the Southern Michigan Chapter of Credit Unions (SoMI), Irvine advanced through a competitive field that began with 12 contestants and claimed the championship during the final round on Wednesday, June 3.
Irvine’s winning concept, Compass, introduced a new approach to Digital Banking by bringing conversation and guidance to the center of the member experience. Through simple, ongoing check-ins, Compass is designed to help credit unions better understand member goals, deliver more relevant support and build stronger, lasting relationships.
“Alexa’s achievement is a great example of what happens when innovation, member-focused service, and strong credit union leadership come together,” said Sarah Ermatinger, TRUECCU Chief Community Impact Officer. “We’re proud to see her ideas recognized on a statewide stage, and even more proud of the way her work reflects TRUE’s commitment to building stronger relationships and creating more meaningful financial experiences for our members.”
The CU Spark Tank Competition, hosted by the MCUL, highlights innovative ideas from young professionals across the state that can strengthen credit unions and better serve members. Finalists presented forward-thinking concepts live at ACE26, showcasing solutions designed to improve member experiences and move the credit union movement forward.
