From Rural Towns to City Blocks, Credit Unions Are Building Access and Trust

Troy Stang

Credit union professionals from states across the U.S. and New Zealand gathered in Portland for MAXX 2025. The event saw $1.5 million raised for Children’s Miracle Network (CMN) Hospitals at the Credit Unions for Kids (CU4Kids) Night of Wonder. It also wrapped up a successful year where credit unions made incredible impacts in their communities, through housing initiatives, volunteerism, and advocacy on behalf of credit union members.
​
“After an incredibly successful MAXX 2025, I am in awe of credit unions, our staff, sponsors, and business partners,” said Troy Stang, President and CEO of GoWest. “Over the past year, I have seen the hustle and dedication of our credit unions and leaders, and I can’t wait to see what the next year brings. Credit unions are leading together, boldly; and proving that the cooperative model is the gold standard.”

MAXX saw the continuation and strategic planning for the successful hyper-local advocacy model.
​
“The hyper-local advocacy model continues to prove that when we speak with one voice, policymakers listen. In Wyoming, credit unions can now serve public deposits, which is a huge feat and one only possible because lawmakers understand the tangible difference credit unions make for their members and communities. We are staying true to our mission and ensuring more local dollars stay in local institutions, which fuels small businesses, families, and the future of our community,” said Brian Rohrbacher, President and CEO of Grand Altitude Credit Union.

“The hyper-local advocacy model is how we make sure local voices shape statewide and national policy,” said Nathan Cape, CEO of Minnequa Works Credit Union. “When we connect stories from our branches to the halls of government, we’re not just influencing policy, we’re helping decision-makers understand what financial well-being really looks like in their own communities. That’s how we move the needle together, in every community we serve as people helping people.”
 
MAXX also heard from credit union leaders on how to engage rural communities and build impactful services for members and communities.

“Reaching rural communities is about showing up with purpose. We listen deeply and design services around what members truly need: access, trust, and partnership. Credit unions are finding new ways to bridge physical distances and create meaningful access to financial tools that help families and small businesses thrive, no matter their ZIP code. We don’t just provide bank accounts, we strengthen the entire fabric of a community,” commented Meagan Barrett CCUE-WCMS, CUDE, President/CEO of Northern Colorado Credit Union.

MAXX held important discussions for small credit unions.
​
“It’s more important than ever for small credit unions to engage in these programs that will accelerate our success,” said Amy Nelson, President & CEO of Portland, OR-based Point West Credit Union. “We face unique challenges and pressures in serving our members, but we can have the biggest impact when we unite our voices through these tools dedicated to our strengths and needs.”

And MAXX was inspiring and rewarding for all who attended.

"What I love about MAXX is that the conversations don’t just stay at the conference, they spark real ideas you can bring home. The focus on strategic PR messaging came at the perfect time for us as we shape a new community partnership. I left feeling connected and energized by peers who truly want to see each other succeed,” said Ryan O’Connor, VP of Marketing & Communications for Arizona-based Credit Union West.

---