Women in Technology: HC3’s Lee Long

In the latest installment in our “Women in Technology” series, we visited with HC3’s Chief Experience (CXO) Officer Lee Long.

By W.B. King

With a father who worked for IBM decades ago to a brother who was an early adopter of coding and technology development practices, Lee Long told Finopotamus that “tech” runs in the family. She wrote her first basic computer program, “Hello,” in high school and has been hooked since.

“While I didn’t major in computer science in college, I took a lot of coding and computer lab classes and have always considered myself a bit of a technology nerd, even co-founding a marketing and web development company, where I eventually learned HTML and other programming languages to support our clients’ needs,” the University of Alabama alumnus shared.

Lee Long

Beginning her career in the financial services in the early 1990s, she recalled the “green screen” monitors that were commonly used for mainframes and minicomputers—the days when MS-DOS (Microsoft disk operating system) ruled the land.

“Programs that processed the data we received from our credit unions and other financial institutions were rudimentary but functional. The creative output was definitely limited,” said Long, who became HC3’s chief experience officer in 2020. “Fast forward to today – data is emerging as an essential asset of the financial industry. Making that data more accessible through artificial intelligence (AI) and analytics makes it more consumer-friendly and helps people make better decisions that might affect their financial wellness.”

The Birmingham, Ala.-based HC3, an bills itself as offering a multi-channel document experience to its over 700 financial services clients, which include credit unions.

Value of a Diverse Workforce

Prior to joining HC3, Long held positions such as CMO and COO at other fintechs. Over time, she said it’s not just the technology that has changed—there has been a shift in demographics and opportunities for women in the tech space.

“Women have become more prevalent in this sector, especially women-owned organizations. While men still dominate the fintech industry, the percentage of women increases every year. We bring a unique perspective to the boardroom, which results in better decision-making and innovative solutions,” she shared.

“Companies that understand the value of a diverse workforce will better serve their diverse customer base,” Long noted. “Continued improvements in flexible work/life balance schedules, mentoring programs, networking groups, and training opportunities will only help increase the numbers even more.”

While she didn’t note having one specific mentor, she told Finopotamus the importance of senior leaders championing up-and-comers—leaders who recognize talent and aptitude. One male manager early on, she noted, encouraged her to engage with all areas of the organization to determine where her talents and interests could be best served.

“The result was me having a very comprehensive understanding of how every aspect of our business affected our clients. From that perspective, I helped develop and build better, more customized solutions,” she shared.

“That experience also helped me realize that sometimes people just need encouragement to explore all opportunities,” she continued, noting that HC3 supports 140 employees, 38 of whom are tech-facing. “I have since made it a personal goal to help mentor others beginning their careers, and I continue to do that in our organization, as well as through my participation in two local non-profit organizations.”

Seamless Integration

In recent years, Long said credit unions have been increasing investments in technology to maintain a member-centric approach and consolidating technology systems for greater efficiency, which allows for scalable growth.

“Chartway Credit Union is a great example. The credit union implemented a unified platform for member statements and notices – a process that previously involved several vendors and internal resources,” Long explained of the HC3 client.

“Chartway was able to significantly increase internal efficiencies and save the credit union time and resources previously dedicated to statement production – critical for scalable growth – while also improving member communication,” she said. “By streamlining vendors from multiple to one, Chartway also realized exponential cost savings.”

This example is indicative of a trend, she said. There is a “significant shift” in how financial institutions approach technology, which includes moving toward an “API-first approach” that focuses on seamless integration between systems.

“Rather than relying on a single vendor for all technology needs, institutions are increasingly working with multiple specialized partners, giving them access to cutting-edge technology that enhances specific functionalities, adapts quickly to market changes, and provides superior member experiences,” she said. “However, this approach requires careful attention to effective integration.”

Demonstrating Transparency and Trustworthiness

Credit unions, Long said, stand out from the traditional big-bank segment in numerous ways, including the industry’s collaborative approach to innovation and its member-centric focus when implementing new solutions.

“Unlike larger financial institutions that often develop proprietary systems inhouse, credit unions frequently embrace shared technology platforms and consortiums that allow them to pool resources and expertise,” she said. “This cooperative model enables even smaller credit unions to access sophisticated technology that might otherwise be out of reach. Additionally, credit unions tend to evaluate technology investments based on member impact rather than solely on ROI.”

To ensure the movement remains competitive, Long said credit unions need to partner with fintechs that share the same values and that are committed to shared success.

“The best fintech partners demonstrate transparency and trustworthiness, prioritize the credit union’s interests alongside their own, understand that maintaining member service quality is non-negotiable, and focus on long-term relationship building rather than short-term profit,” Long told Finopotamus. “When credit unions find partners whose values align with their own member-first philosophy, they can achieve operational efficiencies while preserving the high-touch service their members expect.”