KEEP MEMBERS AT THE CENTER OF BUSINESS DECISIONS By Robert N. Trunzo, President and CEO of TruStage MANAGEMENT INSIGHT I’ve always believed that when you focus on the customer, good things happen. That’s a mantra I’ve leaned on throughout my TruStage career, including the past decade as CEO. I’ve seen the positive outcomes of that approach time and time again—for credit unions, their members and our organization. Those positive outcomes have been apparent since the moment I joined TruStage, then known as CUNA Mutual Group, back in 2005. I was new to the credit union movement, and my role on our sales team provided a clear line-ofsight into the services, products and support credit unions provide to their members and communities. I quickly learned credit unions are an essential part of the financial industry and address an important need. As not-for-profit organizations that focus on the unique needs of their communities, credit unions provide access to a financially secure future for people who might be overlooked by other financial institutions. For many Americans, the largest asset they pass on to their family is life insurance or an annuity. Credit unions’ ability to offer these products to members through TruStage means the credit union is there for every critical stage of a member’s life—their first checking and savings account, first car, first home and protecting loved ones when they most need it. This partnership has benefited middle- market consumers for nearly 90 years. Throughout this time, both TruStage and credit unions have adapted by adding products and services as member needs evolved. This continual change is essential for all of us to remain relevant to those we serve. Together, we’ve been able to simplify the process of obtaining insurance by meeting members where they want to do business—with their trusted credit union. While 10 or 15 years ago that preferred location might have been a local branch or drive-up window, today more members want to conduct business digitally whenever it’s most convenient for them. We’ve worked with credit unions to ensure these digital options are accessible, intuitive and simple to complete. Our members are also savvy consumers. They want to learn about products, ask questions and purchase life insurance via an app or website. Once upon a time, that opportunity for consultation was only available by reaching contact centers between 9am and 5pm. Technology has expanded that accessibility, making it easy for members to review their accounts and ask questions through online portals 24 hours a day—and we’ve added extra hours at contact centers to provide even more flexibility. Focusing on convenience for members can only increase loyalty, engagement and satisfaction for credit unions and TruStage. Another way TruStage has focused on change is by bringing new products, processes and platforms into our credit union partnership through venture funds and fintech startups in which we’ve invested. These new tools allow us to meet the current needs of members who prefer digital transactions—and access to emerging tools and services enables “As not-for-profit organizations that focus on the unique needs of their communities, credit unions provide access to a financially secure future for people who might be overlooked by other financial institutions.” 34 THE NAFCU JOURNAL September–October 2023
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