Credit Unions don’t need to be bigger — they need to stay focused on why they exist.
Every week, another op-ed questions whether credit unions are losing their way.
While the industry has evolved, one thing remains: credit unions don’t need to be the largest organizations to be competitive. What makes us strong is not size, but focus.
I agree it’s shocking to see multi‑billion‑dollar credit unions merging into entities resembling regional banks. Will they act like a regional bank? I hope not. I hope they remain true to why they were chartered to begin with. For larger institutions, merging smaller credit unions isn’t always a failure.
More often, it’s a necessity driven by a rapidly evolving financial landscape. The world has changed in ways that make it difficult for smaller institutions to remain relevant and sustainable alone. That doesn’t diminish the tremendous contributions these credit unions have made. Many spent decades faithfully serving members, delivering financial services with care and commitment. Their legacy is impact, not weakness.
But as technology, consumer expectations, and regulatory pressures reshape the industry, consolidation has become part of the path forward.
We can appreciate the history and service of merging credit unions while recognizing today’s environment demands scale, innovation, and resources often best achieved together. This isn’t about losing identity, it’s about ensuring members continue to receive products, services, and community support in a world very different than a decade ago.
Growth itself isn’t wrong, but the danger lies in forgetting why we exist. Our mission isn’t maximizing profits or chasing scale, it’s serving members and communities. If we lose sight of that, we risk becoming indistinguishable from the institutions we were created to offer an alternative to.
I recently spoke with a local Senator about differences between banks and credit unions. One comment resonated: When is the last time you saw a bank support local high schools with in‑school branches? He admitted he couldn’t recall.
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That’s the difference.
Credit unions willingly invest in true cost center programs that don’t generate profit but provide immeasurable value to students, schools, and communities. We build Habitat for Humanity homes. We give staff paid leave to volunteer monthly. We reinvest in people because we don’t have shareholders demanding dividends or federal tax burdens draining resources. Our “profit” is fuel to keep the mission alive.
Credit unions exist to give back. To empower members with fair products and services. To strengthen communities through education, housing, and volunteerism. To prove financial institutions can be both sustainable and socially responsible.
The $1.6 billion-asset University of Kentucky Federal Credit Union has eight branches and 111,000 members. It hired Ryan Ross as its new CEO in October, 2024, to replace Dan Kittleson, who took the CEO role on an interim basis.
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