LEADERSHIP & STRATEGY
How important is it to centre on people as a member-owned cooperative?
» Centering our business on people is not an initiative we add after the fact; it is the foundation of the cooperative model. That people-first purpose shapes our mission and vision, guiding us to improve the financial well-being of members and the communities we serve. Our members are owners of BECU – that’ s the core bedrock of the cooperative model. This means our decisions are grounded in what creates long-term value, rather than what produces a short-term return for shareholders. We compete on behalf of the members we serve in an increasingly digital world with larger institutions who have massive scale, national reach and increasingly intelligent experiences. And rate has tended to be the primary way banks and large financial institutions drive growth.
The BECU difference, driven by centering on people( members) and trust, is that while rate is important, and we are competitive, having a deep understanding of and helping those we serve achieve better financial outcomes for over 90 years is a sustainable difference. Each decision we make points back to strengthening trust, expanding access and helping members make progress toward financial well-being. One of the clearest ways we demonstrate the credit union difference is through tangible value. For example, BECU pairs better rates and lower fees with memberfirst programmes such as First Time Homebuyer Grants and automatic loan repricing as members improve their credit score, as well as personalised guidance at key moments, including a personalised Financial Check.
What are some of your core leadership principles that you apply to your day-to-day work?
» Start with empathy, intentional listening and a deep understanding of the members’ needs. I’ m a student of human-centered design thinking and helping our members achieve better outcomes requires us to‘ walk a mile in that person’ s shoes.’ To serve the underbanked / underserved effectively, for example, I have to listen and learn their experience.“ I have to listen and learn from their experience. This helps clarify the problem we are solving and identify gaps or opportunities that design, product development and technology can then solve with an experience that is both useful and relevant. Lead with a“ digital first, human always” mindset. Technology should simplify, remove friction, increase convenience and make guidance easier to access. Scaling technology should help an organisation better understand people and support them more effectively.
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