Evolving to meet consumers’ changing needs

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By Terrance Williams, President and CEO, TruStage

Over the past six months, I’ve had a chance to meet hundreds of credit union leaders in every corner of the country, all bringing different perspectives and experiences and representing membership bases as diverse as our country.

These leaders deal with remarkably different circumstances on a daily basis, but a commonality shines through: credit unions are an invaluable ally for middle-market consumers.

In an era of rising income disparity, at a time of tremendous economic pressure on household budgets, credit unions keep one eye on the present and one on the future: helping members navigate life’s daily challenges while anticipating tomorrow’s needs.

At TruStage, we’ve been a proud partner with credit unions in this work for nearly a century, and we’ll continue to be there for you. We’ve got a workforce that’s passionate about helping you and your members succeed. We walk alongside you in the commitment to build a more inclusive financial system and for the cause of betterment within our communities.

I’m a firm believer in the “Power of We,” recognizing and channeling our collective impact for good. My optimism for what we can accomplish together is boundless.

Commitment to relevance

As I onboarded into my role at TruStage, credit union leaders often told me TruStage has earned a reputation as a trusted partner and has credibility as a key driver in the movement—perhaps the key driver.

That’s an enviable position, and it comes with great responsibility.

I admire and appreciate companies that celebrate their heritage; that’s one of the primary factors that drew me here. I’m also a firm believer that organizations must evolve if they want to stand the test of time. What's the key to maintaining relevance and expanding impact? Evolving to meet members’ ever-changing needs.

 

The next chapter

Earlier this year, we unified our insurance, investment, and technology solutions under the TruStage brand. Now, we’re working toward providing a unified and seamless customer experience.

Additionally, TruStage is going to help credit unions grow their digital capabilities to meet member demands. We’re also going to provide our expertise in diversity, equity, and inclusion, touting it as a business differentiator and cultural advantage.

To help expand our collective impact, TruStage will:

• Leverage our financial strength to invest in digital capabilities.
• Make investments in emerging companies to provide innovative financial solutions.
• Advocate for a more inclusive financial services system that allows credit unions maximum latitude to meet the needs of their members.
• Show up in our communities with intention, contributing millions to create a more equitable society.
• Look for opportunities to partner, buy, or build solutions that enable us to diversify and strengthen the portfolio of solutions we offer to you.

Thank you for your continued partnership. I look forward to meeting and working with many more of you in the coming weeks, months, and years.