For the 2025 edition of the annual Finopotamus “Holiday Tech Wish List” feature, we sat down with forward-looking fintech and credit union executives who shared their tech hopes and forecasted market realities for 2025. Due to a significant number of intriguing responses, this year’s Wish List will be presented in five consecutive installments.
Part 3 features insights from Glia, RewardOps, White Clay, Santa Rosa Federal Credit Union, Capitol Credit Union, EarnUp and VergentLMS.
By W.B. King
Wishing for Credit Unions to Take a Strategic Approach Transforming Contact Centers
When Finopotamus asked Meredith Keller, product expert on Glia’s AI Team, about her top wish list for 2025, she responded: “For credit unions to take seamless steps to unify member interactions by transforming contact centers.
“Over the years, credit unions have added various service options, such as chat, mobile apps and online portals, to stay competitive. While these additions are important, they aren’t enough on their own,” she shared. “When teams are siloed, with one handling phone calls and another managing digital interactions, it leads to inconsistent member experiences and inefficiencies that ultimately hurt the bottom line.”
The New York City-based Glia offers its more than 600 financial institution (FI) clients digital-first moments designed to simplify and transform communication between FIs and their customers using messaging, video, voice, co-browsing, and artificial intelligence (AI).
Keller believes there is a good chance that her wish will come true in 2025 as Glia is currently seeing “significant progress” toward this transformation.
Keller’s wish dovetails with her hope for the industry in 2025: Credit unions taking a closer look at their interaction strategies and use data-driven tools to evaluate and enhance the member experience.
“In today’s interaction-driven economy, the way credit unions connect with their members directly impacts loyalty and revenue,” she continued. “To compete, organizations need more than vague, industry-agnostic benchmarks–they require actionable insights into how well they’re performing across all member touchpoints and where they’re falling behind.”
Wishing for Credit Unions to Be the Primary Financial Institution for Younger Generations
While credit unions have a reputation for offering affordable auto loans and personalized service, Milena DiBiase, VP of partnerships at RewardOps, said they often struggle to position themselves as the primary financial institution for younger generations.
“To overcome these challenges, they should consider modern loyalty programs. By creating tailored, relationship-driven loyalty experiences, such as custom product recommendations or discounts on frequently purchased items and offering rewards that go beyond the basic, transactional cashback options, like points, exclusive experiences and elevated status, credit unions can deliver personal value to members, making them feel truly seen and known,” she told Finopotamus.
The Toronto, Canada-based company offers an engagement commerce platform, creating positive disruption in the rewards space. The fintech, which supports 38 employees, 14 of which are tech-facing, currently has one credit union client.
“The likelihood of this wish being implemented largely depends on credit unions’ awareness about the advantages of loyalty programs and their ability to change their traditional mindsets. For many credit unions, the loyalty space is either completely new or largely untapped,” DiBiase noted. “Taking advantage of this opportunity involves partnering with a loyalty provider that has the expertise to understand consumers’ preferences and behaviors, as well as the technology to boost loyalty and engagement.”
As DiBiase looks to 2025, she hopes for credit unions will embrace “bold, out-of-the-box thinking and invest in technologies,” which will place them on equal footing with other FIs. “If credit unions are already committing to high investments, they should prioritize strategies and solutions that help them stand out rather than blend into the crowd.”
Wishing for A Proactive, Human-Centered Approach to Member Service
Scott Earwood, head of White Clay’s Community Banking Division, noted a recent survey the company conducted with The Harris Poll, which found that 68% of community bank or credit union users do not feel truly known by their primary financial institution, highlighting a significant engagement gap. Additionally, 44% of community bank or credit union users said they would consider switching to a FI that offers more personalized financial guidance.
“To satisfy and retain members, the focus in 2025 should shift to technologies that help reps foster more meaningful relationships,” Earwood told Finopotamus. “This includes tools that analyze individual member needs to enable personalized recommendations or software that identifies disengaged members who could benefit from targeted outreach.”
The Louisville, Ky.-based company provides consulting services and custom software solutions for regional banks and credit unions. Currently, White Clay’s 31 employees, 25 of which are tech-facing, serve two credit union clients.
While Earwood said the likeness of widespread adoption of his wish is relatively low in the near term, he is taking the long view.
“IT departments are often flooded with enticing ‘shiny objects’ from executives and vendors that promise innovation but often overlook the fundamental need for personal connection. While stepping away from the pack can lead to true differentiation, many credit unions hesitate to look away from industry trends due to concerns about appearing outdated,” he noted.
“Credit unions still lacking foundational digital infrastructure, such as digital banking platforms, should address those needs first,” Earwood continued. “However, once these essentials are in place, prioritizing modern tools that build meaningful relationships with members will bring a significant competitive advantage.”
Looking to 2025, Earwood said his hope for the credit union industry is a shift toward a more “proactive, human-centered approach to member service,” especially during these challenging economic times.
“With consumer debt at an all-time high and many living paycheck to paycheck, credit unions have a unique opportunity to stand out by offering personalized support at critical moments,” he said. “People are deeply emotional about their finances, and during times of stress, they often prefer human connections.”
Wishing to Take Advantage of New Technologies That Automate Manual Processes and Improve Member Experience
“We're looking forward to taking advantage of new technologies that help automate manual processes and improve member experience, particularly around account opening and loan applications in 2025,” Mark Padgett, EVP at Santa Rosa Credit Union Federal Credit Union told Finopotamus. “We believe this is essential to compete with digital-first banks.”
The $201 million Milton, Fla.-based Santa Rosa County FCU serves more than 13,800 members and supports 43 employees.
“All change is hard, particularly when it involves a broad spectrum of our members. We have a great team and partners like Cotribute with a strong track record though,” Padgett said of his wish. “We're confident in achieving significant improvement in our business results.”
For 2025, he and his team will focus on “continuing to grow our membership, increase loans, and be more closely aligned with our members in terms of products and services that they need.”
Wishing to Upgrade and Automate Existing and New Member On-Boarding and New Loan Digital Experiences
This wish was put forth by Pierre Cardenas, president and CEO of the $213 million Austin, Texas-based Capitol Credit Union, which serves more than 13,200 members and supports over 50 employees.
When Finopotamus asked Cardenas about the chances of his wish coming true, he said100%. “We have already started working on this with Cotribute and are seeing creative solutions to our automation needs,” he said referring to the Anaheim, Calif.-based fintech that offers a digital customer acquisition platform for credit unions and banks.
As 2025 nears, he said the credit union will expand its brand awareness by “enhancing innovation with credit union-friendly fintech players to better compete and beat digital-first banks.” This approach he added, will make it “easier for new members to sign up, reduce fraud, and streamline back-office operations.”
Wishing Credit Unions Adopt Automated Financial Wellness Platforms That Offer Flexible Payment Options on Large Debt
When EarnUp Chief Revenue Office Brian Gunn was making out his 2025 holiday wish list, he told Finopotamus automated financial wellness platforms that offer flexible payment options on large debt, like mortgage, auto and student loans topped the list. This would include syncing payments to paydays or providing bi-weekly payoff options, he added.
“Not only does this better support members, but this technology addresses multiple challenges faced by credit unions, including deposit growth, member engagement and delinquency reduction,” he shared.
The San Francisco-based EarnUp offers lenders, credit unions, and employers with artificial intelligence (AI)-powered tools that enable financial wellness.
“By offering a tool that goes beyond self-service and provides actionable guidance, credit unions can also better support their members in managing their finances,” Gunn added. “This approach helps members automate their debt payments, potentially paying off loans faster and reducing stress.
He added the most innovative credit unions will be most likely to be in line with his wish. “These credit unions are actively seeking out solutions to help members navigate their finances with actionable guidance, and it’s likely we’ll continue to see this trend in 2025 and beyond.”
In the coming year, Gunn hopes the credit union industry becomes a leader in promoting financial wellness and stability for its members. “Credit unions should strive to be more than just financial service providers; they should be trusted partners in their members' financial journeys,” he continued. “Fintechs can play a crucial role in this transformation by providing innovative technologies that enhance credit unions' capabilities.”
Wishing for FIs to Embrace Innovative Technologies That Empower Community Banks and Credit Unions to Better Serve Low-to-Moderate-Income Borrowers
“By integrating tools like real-time data analytics, AI-driven credit decisioning, and predictive analytics, these institutions can eliminate barriers to financial access, making personal loans and other services more accessible to underserved populations,” VergentLMS CIO Brad Tompkins told Finopotamus. “These technologies empower lenders to assess nontraditional credit metrics, tailor solutions to individual borrower needs, and proactively manage risk—all while streamlining operations and reducing costs.”
The Ridgeland, Miss.-based VergentLMS provides comprehensive and scalable lending management solutions to banks and credit unions.
“This wish reflects our belief that technology is a catalyst for growth and inclusion,” Tompkins said. “By leveraging innovative solutions, financial institutions can align profitability with purpose, bridging the gap for low-to-moderate (LMI) borrowers while thriving in a competitive, data-driven market.”
Tompkins noted that the realty of his wish coming true is uncertain due to the regulatory landscape, “particularly with the potential for a GOP-led congress and [President-elect] Donald Trump loosening financial regulations over the next four years,” which, he added, could actually create an opportunity for proactive FIs.
Noting that credit unions have always been champions of member-focused banking, Tompkins hopes in 2025 that credit unions and fintechs work together to build a more inclusive financial system.
“One where innovation drives both profitability and purpose,” he said. “By combining the community-centric ethos of credit unions with the agility and expertise of fintechs, the industry can ensure it remains a vital resource for members and a leader in promoting economic equity.”