Your Members Are Broke Because You Won't Sell Them Anything

Credit unions pride themselves on member service, yet they systematically withhold information about products that could save members thousands annually.


In this episode, hosts Joshua Barclay and Becky Reed welcome Anand Solanki, CFO and head of product management at Citadel Credit Union, to explore why the shift from service to sales culture starts with purpose, how Silicon Valley product thinking can transform credit union innovation, and what really drives merger decisions when there's no financial windfall waiting.


Key Topics


• Sales isn't a dirty word when members are leaving money on the table

• Credit unions move at the speed of snails while fintechs eat their lunch

• The merger question isn't about survival, it's about member impact


Key Takeaways


• Reframe sales as member education and value delivery

• Member expectations are set by their best digital experiences, not banking ones

• Innovation velocity matters more than scale in today's environment

• Merger decisions should be driven by member value, not leadership convenience


"We are doing our own members a disservice if we did not show them all of the value that our product offerings can have." - Anand Solanki


"Selling is service and service is selling." - Becky Reed


Visit growyourcreditunion.com to read the full transcript