Kinecta’s Latrice McGlothin Wins ‘The PITCH’ at REACH 2025

One of the most highly anticipated sessions of REACH 2025, “The PITCH,” returned to the main stage on Tuesday, concluding with a live announcement as the $10,000 social impact prize was awarded to Latrice McGlothin, community executive director for Kinecta Federal Credit Union.
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Her bold concept focused on empowering underserved students at a local high school by having them lead the production of a podcast designed to share how credit unions drive community transformation.

Sponsored by the National Credit Union Foundation (NCUF), the live yearly competition is described as “Shark Tank meets the credit union movement.” Three exceptional credit union professionals presented their transformative ideas this year to a panel of four expert “Champion” judges and a live audience.

McGlothin was presented with the $10,000 check on stage, which will be used to turn the vision into a reality for her credit union and the broader community. She presented “Voices of Impact: A Community Podcast Powered by Student Producers,” program highlighted for its potential to amplify authentic stories and provide students with hands-on multimedia experience, preparing them for future careers.

McGlothin won two of four Champion votes, as well as the audience’s live-vote — giving her a three-vote majority. The runners-up each received one vote from the judging panel.

The competition, which received pre-submissions from dedicated credit union movement employees nationwide, emphasized the commitment of the industry to supporting innovative, social-first initiatives. This year showcased three unique approaches to community and member empowerment, all embodying the “people helping people” philosophy.

The other two finalists were Karl Goin and Alberto Tapia Diosdado:

• Karl Goin, vice president of marketing for Sacramento Credit Union, took the stage with “Embarrassed? Don’t Be…” to address the stigma surrounding financial fraud. Goin’s TED Talk-style presentation explored how shame prevents vulnerable members, especially seniors, from speaking up about scams. His concept was a culture-shifting campaign aimed at normalizing conversations around fraud experiences, transforming embarrassment into empowerment and prevention on a broad, shareable scale.
• Alberto Tapia Diosdado, director of administration for Universal City Studios Credit Union, pitched “A New Standard of Worth: For the People We Left Behind.” Diosdado’s concept was a transformational workshop and leadership training series designed to challenge the credit union industry’s internal mindset, which often measures member “worth” only in credit scores and account balances. The training invited professionals to confront biases and expand their understanding of value by focusing on marginalized and unseen communities to champion deeper financial inclusion with equity and dignity.

California’s Credit Unions and Nevada’s Credit Unions would like to thank the finalists, Champion judges, and live onsite audience for participating in this year’s PITCH contest!

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