Community Financial Credit Union President/CEO Tansley Stearns joined us on the show to share the serendipitous backstory of Tansley and her talented crew rebranding their credit union to orsa credit union (becomes official on Jan. 27, 2026).

Specifically, Tansley shared insights on the rebranding efforts all inspired by the symbolism of a mother bear representing care and support. Orsa, by the way, means "little female bear" in Italian -- which coincides with the credit union's bear mascot Daisy.

She also talked about the rebranding process facing legal and creative challenges, highlighting the need for member feedback and alignment with their core values.

Ultimately, Tansley stated, the rebranding aims to grow membership, enhance community impact, and differentiate the credit union in a very competitive market.

Q&A
What prompted the rebranding of Community Financial Credit Union to orsa credit union?
The rebranding was part of a brand refresh aimed at better representing the organization and its values, particularly focusing on the symbolism of the bear, which is central to their identity.
Can you explain the significance of the name 'Orsa' and its connection to the bear?
The name 'Orsa' represents the mother bear, symbolizing nurturing and strength, which aligns with their mission to support members like mothers, teachers, and students.
What challenges did the credit union face during the rebranding process?
They encountered legal challenges in ensuring the new name was unique and could be trademarked, alongside the creative challenges of aligning the brand with their values.
What feedback did the credit union receive from its members regarding the rebranding?
Members expressed excitement about the new name and branding, particularly appreciating the colors and the bear mascot, Daisy.
What is the overarching goal of the rebranding for orsa credit union?
The main goal is to drive growth by increasing membership and awareness of credit unions, allowing them to better serve their members.
What role does the bear mascot, Daisy, play in the new branding?
Daisy symbolizes the nurturing aspect of the credit union, representing their commitment to guiding members towards their goals.

Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.

Albert Kang, Chief Revenue Officer at InvestiFi, Anita Stefanovsky, Marketing Director at Frankenmuth Credit Union, Hollie Britton, Director of Project Management of Frankenmuth Credit Union, and Jim Henmueller, CEO of Illiana Financial Credit Union, joined us for a recent webinar on "Closing the Financial Gap: Enhancing the Customer Experience with Digital Investing for Underrepresented Members."

Specifically, the panel discussed how digital investing is evolving to improve customer experiences for underrepresented members, sharing their efforts to lower barriers to entry, emphasize trust and integrated tools.

They also addressed challenges in crypto investments and the need for accessible options for new investors of any demographic.

Lastly, they highlighted the importance of partnerships, member education, and adapting to market changes, focusing on self-service tools and ongoing support for staff and members in the growing digital investing arena.

Q&A
What is the main topic of the webinar hosted by InvestiFi and CUbroadcast?
The webinar focuses on 'Unlocking Digital Investing', specifically enhancing the customer experience with digital investing for underrepresented members.
What unique feature does the investment platform offer to its members?
Members can start investing with as little as $1 for stocks or $6 for crypto, without needing separate logins or accounts.
What data supports the effectiveness of integrated digital investing?
Data shows that when members invest directly from their checking accounts, a significant portion of their funds remains within the credit union, enhancing financial stability.
What specific trends are being observed for 2026 in the financial services sector?
There is a notable shift towards financial services ecosystems, with third-party fintechs transforming traditional banking models.
What self-help tools are members requesting from credit unions?
Members are increasingly asking for self-help tools like budgeting assistance and financial coaching through chatbots.
What is the significance of stablecoins in the future of financial services?
Stablecoins are seen as a potential next phase in financial services, allowing users to utilize cryptocurrency in practical ways.

Check it out and let us know your thoughts. And be sure to watch the entire webinar replay below for all the details.

MetriFi’s Co-founder Derik Krauss and Zing Credit Union, VP of Strategic Outreach Rachael Calderon joined the show to discuss A/B testing for their website and and why every credit union should do it -- especially after Zing achieved a 66% conversion rate, which is explained further in our conversation (pay attention to heat mapping).

Derik briefly shared the premise behind A/B testing when it comes to credit union websites and addressed why every credit union do it having conducted more than 100 A/B tests on credit unions websites -- which has resulted in some groundbreaking work on AI visibility.

Rachael discussed her credit union's success story -- why they needed A/B testing, how they conducted these tests (sharing examples), and other results besides the 66% conversion rate.

Lastly, Rachael and Derik provided sage advice for credit unions based on what you all have learned through these A/B test findings -- with Derik sharing four things to make your website have better conversions.

Q&A
What is A/B testing and how does it apply to credit unions?
A/B testing involves comparing two versions of a webpage to see which one performs better in terms of user engagement, such as signing up for loans or accounts. It allows credit unions to make data-driven decisions rather than relying on guesswork.
What are some key insights from A/B testing that credit unions have learned?
Credit unions have found that making rates prominent, placing calculators next to rates, and having clear calls to action significantly improve user engagement and conversion rates.
What role does heat mapping play in optimizing credit union websites?
Heat mapping helps identify which areas of a webpage users interact with the most. This data can inform design changes that prioritize content users care about, ultimately leading to higher conversion rates.
What is the significance of having a clear call to action on a credit union's website?
A clear call to action guides users on what to do next, making it easier for them to engage with the credit union's services and increasing the likelihood of conversion.
How can credit unions leverage insights from A/B testing to improve their websites?
By analyzing the results of A/B tests, credit unions can identify successful strategies and apply them to their website design, ensuring they meet user needs effectively.
Why is it important for credit unions to continuously test their website designs?
Continuous testing helps credit unions avoid costly mistakes and ensures that their website evolves based on user feedback and behavior, leading to better performance.

Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.

Stephen Owen, President and CEO of First Entertainment Credit Union and now CineFi, stopped by the show to share the big news about CineFi launching as the first fully digital credit union for entertainment professionals, establishing a bold new standard in financial services for the entertainment industry.

To get started, Stephen provided a quick overview of the industry's first fully digital credit union serving television, motion picture, music, gaming, content creation, and influencer professionals in Atlanta, GA.

He also talked about the "why" behind the launch, addressing a long-standing gap in financial services for the entertainment industry and the broader ecosystem that supports it -- as well as sharing some of the CineFi's unique products/services/features.

Lastly, Stephen shared what it took get CineFi off the ground, along with providing the credit union's short- and long-term goals.

Q&A summary
What is the significance of CineFi being the first fully digital credit union for entertainment professionals?
CineFi aims to provide tailored financial services specifically designed for the unique needs of creative professionals, addressing gaps in traditional banking systems.
How does CineFi cater to the unpredictable income of creative professionals?
CineFi focuses on flexibility and transparency, offering features like early access to direct deposits and tools to manage cash flow, which are essential for those without a predictable paycheck.
What unique products and services does CineFi offer to its members?
CineFi provides high yield checking and savings accounts, debit card options, early direct deposit, and access to a nationwide network of over 33,000 fee-free ATMs, all managed through a user-friendly app.
Why was Atlanta chosen as the launch location for CineFi?
Atlanta has a booming entertainment industry with tens of thousands of creative professionals, making it an ideal location to serve this growing community.
What are CineFi's short-term and long-term goals following its launch?
In the short term, CineFi aims to grow its brand and member base in Atlanta, while long-term goals include expanding membership and introducing new financial products.
What advice does Stephen Owen have for those looking to start new credit unions?
He advises being bold, understanding your market, and creating offerings that truly serve the needs of your target audience.

Check it out and let us know your thoughts. And be sure to watch the entire episode below for all the details.

Steve Bone, President and CEO at Member Access Processing (MAP), stopped by the Studio Lounge to share his highlights, insights, and takeaways from the 2026 UConference.

Specifically, Steve talked about this year's UConference showcasing the success of community support and technological advancements in the credit union industry -- as well as expressing his appreciation for collaboration and contributions to local charities (donating $36,000 to the Phoenix Children's Foundation).

He also emphasized how this year's event leverage technology to enhance service delivery and meet the needs of smaller credit unions -- the backbone of the industry and MAP's role in these efforts.

Steve concluded with MAP's continued commitment to their support and innovation within the industry.

Q&A summary
What was the main focus of the 2026 MAP UConference?
The conference emphasized the importance of adapting to new technologies, particularly in the payments sector, and how credit unions can prioritize their payments business for better adoption.
How did the conference address the role of AI in the credit union industry?
AI was highlighted as a crucial force for good, enhancing the payment experience while ensuring safety and security in transactions.
What are MAP Data and MAP Defense, and how do they benefit credit unions?
MAP Data aims to make AI accessible for all clients by utilizing Visa Data Manager for analytics, while MAP Defense focuses on improving transaction analysis to quickly identify and stop fraudulent activities.
What new processing platforms were introduced at the conference?
The conference introduced next-gen processing platforms developed in collaboration with DPS and Thread, designed to modernize the outdated systems currently used in the credit union industry.
What was the significance of the donation to Phoenix Children's Hospital?
The conference concluded with a significant donation of $37,000 to Phoenix Children's Hospital, showcasing the industry's commitment to community support and the impact of collective fundraising efforts.
What was the call to action presented at the conference?
The call to action encouraged credit unions to start implementing solutions immediately, focusing on solving current problems.

Check it out and let us know your thoughts. And be sure to visit our archive page watch more Studio Lounge episodes from MAP's UConference, as well as supporting our sponsor/host Member Access Processing.