Tech People in the Know: Samaha & Associates’ Steven Uhrman

In what is a recurring feature, Finopotamus will profile interesting and intriguing tech professionals who are positively impacting the credit union industry.

For this issue, we visited with Samaha & Associates Senior Consultant Steven Uhrman. The Miami-based technology consulting firm specializes in vendor searches, negotiations, and comprehensive end-to-end implementations for core systems, cards and payment systems, digital banking, lending systems, and oversees mergers and acquisitions, revenue optimization, comprehensive technology planning and business resumption planning, among other projects.

By W.B. King

With a background in logistics and marketing, Steven Uhrman got his start in technology in 1999 while working in telecommunications and video conferencing. “I have always been intrigued by how and why something works and the ease of newer technology. Tech has always fascinated me and has always sparked my curiosity,” he told Finopotamus. “As a child, seeing how tech can improve simple things like television caught my eye. Moving from turning a knob on a TV set to using a remote control was fascinating.”

Steven Uhrman

While earning a Bachelor of Science in business administration from Ohio State University Fisher College of Business, and later a Master of Business from the University of Phoenix, his interest in computers grew, as did his curiosity about operating systems. “This was the catalyst for the commencement of my professional journey,” he shared.

Let Innovation Thrive

Prior to joining Samaha & Associates in 2023, he held several positions, including a senior project manager at California Coast Credit Union and conversion project manager at Corelation.

“When I started working in tech, there was a micro approach, with individual offices concentrating on themselves and respective improvements for those individual locations. Everything was printed, especially receipts. File cabinets were filled with documents and reels of paper. Moving into networking multiple offices and having digital storage options was one of the first noticeable shifts to me,” he said. “The integration of and advancements with technology has shifted not just what we do but how we do it – and the speed with which things can be done.”

Among reasons Uhrman enjoys his position with Samaha & Associates is that the firm mirrors the cooperative spirit of the credit union “people helping people” ethos, which he pays forward.

“A healthy team isn't where everyone agrees, it's where everyone feels safe enough to disagree.  When team members feel safe to voice concerns or offer differing perspectives, innovation thrives.  As a leader and mentor, I believe my job is to foster an environment where team members feel safe to voice concerns or offer differing perspectives so that innovation thrives,” he continued. “I encourage my team and coworkers to listen with empathy, encourage discussion and debate, and value the importance of speaking up. It is my belief that when people feel secure, they can contribute their absolute best.”

Enhancing Member Engagement

Among technology innovations that Uhrman believes are currently benefiting the credit union space is advanced artificial intelligence (AI) and machine intelligence driving member outcomes. “And just to name a few more: real-time payments and next-gen payment systems, faster payment rails, core and digital banking modernization, AI-enhanced member engagement and service automation, open banking and API integrations.”

For credit unions, there are numerous benefits to adopting these technologies, he added. “Members get near-instant transferring, one-stop digital experiences that reduce friction and branch dependence, faster responses, less manual work, and easier member engagement. Lastly, but perhaps most importantly, this has developed a better understanding of member needs.”

Among his concerns are fraud and identity theft; however, he believes that deploying advanced AI and machine intelligence driving member outcomes will help keep fraudsters in check, thus ensuring a “smooth” digital payments experience.

“Cyber security, fraud innovation and financial wellness tools, are all trends that I am beginning to see and experience. Smarter security that is less intrusive for members, using context-aware risk decisions instead of static rules is something that I am seeing as well,” he continued. “All specifics mentioned can enhance the member experience, balancing risk and compliance and bring agility without reckless spending. These are several technological trends in credit unions that are gaining real traction and are aligned with the mission of improving member experience, operational resilience, and long-term sustainability.”

Purpose Over Profit

As opposed to other financial institutions, what intrigues Uhrman about the credit union industry is the reasoning behind how and why technologies are adopted and governed. He offered examples of this approach, such as member-owned models and CUSOs.

“These create a strong reliance on third-party fintechs, cooperative purchasing and shared platforms, all while avoiding ‘big bank’ friction or impersonal automation. This perspective enables the human-centric experience and supports branch and digital coexistence to appease all members,” he noted. “What differentiates credit unions technologically is not innovation capability, but intent, constraints, and cooperation. Purpose over profit, cooperation over competition, and pragmatism over speed.”

Equally important to working with like-minded fintechs is partnering with consultants that also align with a credit union’s values, incentives, and decision-making philosophy, he said. “Because credit unions operate differently than banks, it is important for consultants to not unintentionally create risk, waste, or cultural friction,” Uhrman added. “A consultant understands that success is measured in member outcomes, not just system performance.”

Determining "best practices” must be filtered through member impact, cost sensitivity, and fairness, he said, adding that technology should enable relationships, not unnecessarily replace them. And for many credit unions, searching, selecting and adopting new technologies—from core conversion to cards and payment systems to vendor contract negotiations—can be overwhelming, he added, which is why credit unions have turned to Samaha & Associates for guidance since 1997.

“Consultants respect the sequence of modernization in manageable phases, optimize existing platforms before recommending replacements, and respect core-system constraints and vendor realities,” Uhrman told Finopotamus. “This matters because this assists with enhancing member engagement and retention, improving operational efficiency, and reducing the duplication of spending.”