Simon Powley on How Kitsap Credit Union Grew 9% in a Year

Simon Powley on How Kitsap Credit Union Grew 9% in a Year

This conversation is a practical, no-fluff look at how a community-based credit union competes against digital-first banks and fintechs, how AI is being deployed in real banking operations, and what genuine, service-driven leadership looks like.Who is Simon Powley?A U.S. Navy veteran turned financial services executive, Simon serves military families and the wider Kitsap Peninsula community in Washington State. His mission is personal: after making early money mistakes as a young serviceman (yes, the classic brand-new sports car), he now champions financial wellness, smart debt structuring, and investing in appreciating assets for the men and women in uniform Kitsap serves.What you'll learn in this episode:→ How Kitsap Credit Union grew assets 9.1% in a year when similarly sized credit unions lost members for six straight quarters→ Why credit unions struggle to tell their story, and how to fix it→ The shift from a legacy CIO structure to a Chief Digital Experience Officer (CDXO) model→ How a consolidated Chief Revenue Officer function makes the organization faster and more nimble than big banks→ Using AI to audit 100% of the loan portfolio in seconds, work that used to take weeks at just 5% coverage→ Deploying AI voice technology in the contact center to improve member experience and efficiency→ Building a digital sales process that now outperforms a five-year-old physical branch in market share→ Why picking the right technology partners matters more than "turning the technology on"→ Servant leadership, accountability, and the "right people on the bus" philosophy→ Career advice for younger professionals considering financial servicesKey takeaways:Credit unions must scale and differentiate to survive against billion-dollar bank marketing and tech budgets. Kitsap holds roughly 42% market share in the Kitsap Peninsula and is doubling down on three strategic pillars: retail footprint, business services, and digital.AI is not a buzzword here. It's operational, from loan auditing to contact-center voice automation, freeing employees to focus on human conversations and financial wellness.Leadership is the multiplier. As Simon puts it, "successes are we and failures are me." His meetings open with recognition and the reminder that everything is "brought to you by our members."Financial services isn't "just spreadsheets and data analysis." It's a career full of variety, impact, and purpose, especially for those open to leveraging AI as a tool.Timestamps:00:00 Intro and welcome00:45 Honoring veterans in financial services01:07 Simon's career: Bank of America to fintech to credit unions04:19 Serving military families and financial wellness07:08 Should service members be paid more?08:33 Competing with big banks and fintechs on member acquisition11:00 Digital-first strategy and the CDXO model13:00 AI in banking: loan auditing and contact-center voice15:54 Community-based vs SEG-based: Kitsap's Washington footprint16:38 Using technology to improve member experience18:00 Three strategic initiatives: retail, business services, digital20:45 What leadership means to Simon24:24 Career advice to his younger selfTopics: credit union growth strategy, financial services leadership, AI in banking, digital transformation, member experience, fintech vs credit unions, veteran leadership, military financial wellness, Kitsap Credit Union, community banking, Chief Revenue Officer insights.This episode is essential for credit union leaders, fintech professionals, banking executives, veterans transitioning to civilian careers, and anyone curious about how community financial institutions are using AI and digital-first strategy to compete and win.🎧 Subscribe to the Outlier Podcast for more candid conversations with financial services leaders, operators, and innovators.

Defending Banking Data Against AI Deepfakes & Phishing Vectors | Jason, CIO First Advantage CU

The banking infrastructure landscape is in the middle of a massive renaissance. In this in-person episode of The Outlier Podcast, host Anurag Mukherjee engages in a candid, technical conversation with Jason, Chief Information Officer of First Advantage Federal Credit Union. Drawing from his 30 years of IT infrastructure and security management, Jason pulls back the curtain on how First Advantage handles the ultimate banking trifecta: core modernization, strategic fintech vendor management, and strict data asset protection. Discover why an "API-first" approach is saving credit unions from legacy bottlenecks, how local data centers are preparing for advanced model training, and why the ultimate cybersecurity vector isn't software—it's the human element.👇 Key Takeaways & Discussion Points:- Shifting from vertical legacy core stacks to modern microservices and open APIs.- Core Vendor Management: Crucial contract fine print regarding data ownership and pre-agreed de-conversion costs.- The Technical Deep Dive: Deployed hardware infrastructure and testing with Python, Llama, RAG, and Model Context Protocol (MCP).- Enhancing human service with predictive AI data points rather than isolating member interactions.- Defensive Security: Why Multi-Factor Authentication (MFA) and continuous staff training are table stakes in an era of AI deepfakes.- Cultivating a conducive workplace culture to battle tech giants for top-tier developer and engineering talent.- A look forward to what shapes customer satisfaction: Harmonizing data analytics with hyper-personalized member experiences.💡 Key Executive Quote:"Contracts are great, getting good pricing is great, but it's that fine print... Contracts are really only useful when things are going bad. You always have to consider worst-case scenarios when negotiating those contracts."---CHAPTERS:00:00 - Welcome to the Outlier Podcast01:30 - From New Jersey to Virginia: 30 Years in Financial Services02:40 - Mitigating Operational Inefficiencies Inside the Credit Union04:55 - Vendor Evaluation Frameworks for Mid-Market Institutions06:25 - An IT Nerd’s Perspective on Local Data Infrastructures & AI Models08:35 - Breaking Vertical Monopolies via Core API Integration10:45 - High-Risk Vulnerabilities: Defending Against Deepfakes & Data Breaches12:45 - The "Build" Approach to Hiring and Retaining Engineering Talent15:15 - The Future Landscape: Navigating Fintech Competition in the coming years---ABOUT THE PODCAST:The Outlier Podcast sits down with progressive, forward-thinking tech executives and operators who are breaking boundaries, dismantling legacy architecture, and redefining operational excellence. Hosted by Anurag Mukherjee.#CoreBanking #APIFirst #FintechVendors #CyberDefenses #DataAnalytics #InformationSecurity #RAG #LlamaCPP #CreditUnionMovement #BankingInfrastructure #ITExecutive

A Bank CEO on AI, Talent, and Why Tech Keeps Failing Banks -Duncan Taylor

In this episode of the Outlier Podcast, host Anurag Mukherjee sits down with Duncan J. Taylor, CEO of the Washington Bankers Association (WBA) in Seattle, to unpack what's actually holding community banks back—and what it will take to compete in 2025 and beyond.Duncan argues that the single biggest threat to community banking isn't regulation or interest rates—it's mindset. Banks have under-invested in technology for two decades, treating it as a cost center rather than the enabler it is. He explains why customers rarely leave a community bank because of its people; they leave because a competitor offered better tech and a lower-friction experience.The conversation also covers how AI should multiply human value rather than replace people, why the credit union tax exemption creates real market inequity, and what makes Washington—the most trade-dependent state in the country—a uniquely challenging banking environment.Questions answered in this episode:What is the biggest threat to community banks today? (Answer: mindset and slow technology adoption)Where does the word "bank" come from? (The Medici family and the granite benches of medieval Florence)How should community banks use AI without replacing their workforce?Why are non-bank entities like PayPal and Starbucks held to different standards than banks?What did the Air Canada AI chatbot case teach the banking industry about risk?What talent gap worries community bank leaders most? (Soft skills and hiring for fit, not just for a role)Why is Washington State a difficult environment for banks? (No income tax, 7.2% average annual budget growth, heavy trade dependence)Key takeaways:"Hope is not a strategy"—banks can't control interest rates, so they must focus on infrastructure and execution.AI is a value multiplier for humans, not a replacement for them.High-performing banks recruit for human skills and cultural fit, then teach the job on the job.Over-burdensome taxation and regulation reduce access to capital for the communities banks serve (the Laffer curve in action).Chapters: 00:00 – Introduction: Meet Duncan Taylor, CEO of the Washington Bankers Association 01:11 – Duncan's unexpected path from startups to banking 04:02 – The biggest threat to community banks: mindset over regulation 06:32 – Where regulation helps banks—and where it holds them back 07:30 – Taxes, the Laffer curve, and unintended consequences 09:00 – Why PayPal, Starbucks gift cards, and credit unions aren't held to bank standards 11:20 – Balancing innovation and risk: AI, stable coins, and the human element 13:28 – The Air Canada AI chatbot lesson every bank should learn 15:31 – The community banking talent gap and hiring for fit 19:09 – What success looks like for Washington's banking system#CommunityBanking #WashingtonBankersAssociation #BankingInnovation #FinTech #AIinBanking #CreditUnions #BankRegulation #OutlierPodcast #DuncanTaylor #BankingLeadership

From Air Force to Credit Human: Michael Brouillet's Banking Disruptor Story

How does a values-led credit union grow sticky deposits, become the second-largest solar lender in the U.S., and roll out AI in its call center — all without losing the human connection? In this episode of the Outlier Podcast, host Anurag Mukherjee talks with Michael Brouillet, a senior executive at Credit Human in San Antonio, Texas, who oversees business operations and deposits. Michael shares how an unconventional career — five years in the U.S. Air Force, time in California startups, and a pivot into the credit union world — shaped a leadership philosophy built on purpose, accountability, and values.This conversation is essential listening for credit union leaders, community bankers, fintech builders, and anyone curious about values-based banking, sustainable lending, and the realistic role of AI in financial services.WHAT YOU'LL LEARN IN THIS EPISODEWhy Credit Human "leads with values" and how that shapes products, lending decisions, and member outcomes — not just marketing slogans.How Credit Human integrated Balto Agent Assist into its call center deliberately, keeping a live representative on the phone while AI surfaces the right process and knowledge-base answers in real time.What the Global Alliance for Banking on Values (GABV) is, why it matters, and how a network spanning 45 countries — including GLS Bank (Germany), Triodos Bank (Netherlands), and BRAC (Bangladesh) — ties depository dollars to real-world lending outcomes.How Credit Human funds mission-driven projects traditional banks won't underwrite, including a loan for the Wilcox Academy in New Orleans made possible through a community lending partnership.Why sustainability is core to the business: a solar loan portfolio exceeding $750 million, lending across 40+ states, plus geothermal and rainwater-catchment financing. Credit Human's central San Antonio building at 1703 Broadway captures 80% of rainfall on campus, runs 150 geothermal wells, and pushes energy back into the grid.The realistic future of AI in credit unions over the next three to five years — why most institutions are using "AI as a service" through partners like Pindrop, BioCatch, and Zest AI, why clean, consolidated data is the prerequisite, and how tools like Zest AI and Judy AI are already lifting lending performance.A practical deposit strategy in a falling-rate environment — and why leading with rate creates "paycheck motel" churn while leading with values creates genuinely sticky relationships.How to break down silos across operations, deposits, and marketing by building shared KPIs and joint accountability across the full funnel.If Michael could redesign a credit union from scratch, he'd start with the "why" — defining values first, then building products and accountability to match. He explains why younger generations (Gen Z and millennials) increasingly make banking decisions based on authentic values, and why the credit union model — rooted in the 1934 Federal Credit Union Act and born during the Great Depression — is uniquely positioned for this "values renaissance."KEY TAKEAWAYSBring in technology to solve a specific problem, not for "tech for tech's sake." The stickiest deposits aren't won on rate — they're won on relationship and shared purpose. Showing members exactly how their money is deployed turns a transactional account into a deeper, lasting connection. Get curious, get your hands dirty, and clean up your data before chasing advanced AI.ABOUT THE OUTLIER PODCAST The Outlier Podcast features candid conversations with leaders shaping the future of financial services, technology, and operations.Subscribe, like, and share if you found value in this conversation. Drop your thoughts in the comments — we read them all.#CreditUnions #ValuesBasedBanking #SustainableFinance #SolarLending #AIinBanking #Fintech #GABV #CreditHuman #DepositStrategy #FinancialServices #OutlierPodcast #BankingInnovation #CommunityBanking

"Joshua Houde on Member Growth, AI, and the Future of Credit Union Marketing"

In this episode of The Outlier Podcast, host Anurag Mukherjee sits down with Josh Houde, VP of Marketing at Blue Federal Credit Union, to explore how modern credit unions can win in a hyper-competitive financial services landscape.With nearly 20 years of experience across major banks (Wells Fargo) and three credit unions (Canvas Credit Union, Credit Union of Colorado, and now Blue Federal Credit Union), Josh shares hard-earned lessons on member growth, product innovation, data-driven marketing, and AI adoption in the credit union space.🔑 Key Topics Covered1. Blue Federal Credit Union's #1 Growth Priority in 2025 Why personalization of the member experience — not just product launches — is Blue's biggest focus this year.2. Deposit Growth vs. Loan Growth: Which Is Harder? Josh explains why relationship deposits (checking accounts, transactional accounts) are tougher to grow than loans, and how Blue maintains a 97–102% loan-to-share ratio.3. How Credit Unions Can Truly DifferentiateWhy every credit union sounds the same ("nice people, good rates, community focus")Finding the "fourth why" — the real reason members choose youThe "My Blue Moment" brand campaign and what it teaches about authentic storytellingWhy credit union marketers struggle to tell their own story (hint: it's humility)4. Using Data to Personalize the Member ExperienceTransaction-based segmentation (e.g., 6 trips to Home Depot = HELOC opportunity)7 persona-based segmentation models for targetingMoving away from "spray and pray" marketingWhy banking should feel as personalized as Netflix or Amazon5. AI in Credit Union MarketingUsing AI for brand QA and creative scoringAI-powered website rebuildsHow AI use cases have evolved in just 12 months6. Redefining the "High-Value Member"Why the traditional PFI (Primary Financial Institution) model is outdatedThe average American has 21 financial relationships — the new goal is being "the first house on the block"Balancing financial viability with mission7. What Success Looks Like AheadBuilding product innovation as a core competency"Products are just a means to the dreams" — members don't want car loans, they want a way to get to work💡 Notable Quotes from Josh Houde"You can only differentiate on the fringes. It's really how you position the product and the experience.""We want to own the piece of real estate in a member's mind — so when they have a financial need, we're the first house on the block.""No one wants a car loan or a mortgage. They want a house or a way to get to work. Our products are just a means to the dreams."👤 About the GuestJosh Houde — VP of Marketing, Blue Federal Credit Union 📍 Based in Colorado 🏦 Experience: Wells Fargo → Canvas Credit Union → Credit Union of Colorado → Blue Federal Credit Union 🎯 Focus areas: Product strategy, product innovation, brand, marketing, member experience🎙️ About The Outlier PodcastThe Outlier Podcast features candid conversations with credit union and fintech leaders driving the next era of member-first financial services.Host: Anurag Mukherjee⏱️ Timestamps00:00 — Introduction 01:25 — Josh's 20-year journey from Wells Fargo to credit unions 03:07 — Blue Federal's #1 growth priority for 2025 04:32 — Is deposit growth or loan growth harder right now? 07:02 — How credit unions can actually differentiate 10:26 — The "My Blue Moment" brand campaign 10:53 — Using data for member personalization 14:03 — How Blue Federal uses AI in marketing 16:08 — Redefining the "high-value member" 18:14 — What success looks like in the next few years 19:57 — Closing thoughts🏷️ Tags#CreditUnion #BlueFederalCreditUnion #MarketingPodcast #FinancialServices #MemberExperience #AIinBanking #CreditUnionMarketing #Fintech #ProductInnovation #DataDrivenMarketing #JoshHoude #TheOutlierPodcast #BankingInnovation #PersonalizedBanking #CreditUnionGrowth