“We should be the Taylor Swift of financial institutions.”
That was Jeff Guthrie’s striking message for credit unions in his opening keynote at the ϳԹ Credit Union Association’s 2025 ϳԹ Conference. Underscoring the need for bold reinvention and heightened relevancy, the president and chief executive officer of CCUA said the old ways of working are ending. While this is a time of disruption, it’s also an opportunity for growth.
“At this time in history—more than anything—ϳԹs deserve a credit union movement that helps young people and newcomers, and invests back in our communities. We need to be stewards of the credit union movement.”
This call for innovation set the stage for the four-day conference, as professionals from across the sector came together in Halifax (May 11 to 14) to discuss the trends and innovations driving change. From exploring strategic mergers to embracing new technologies, CCUA’s annual conference for credit unions offered a deep dive into the ideas and strategies shaping the future of the sector.
“This year’s national conference was one of our most well-attended in years, and it reflected the energy and momentum within Canada’s credit union sector,” said Guthrie, following the event. “As we navigate ongoing change, it’s never been more important to come together, exchange ideas and build a shared path forward. I’m incredibly proud of the collaboration, innovation and leadership on display from credit unions across the country.”
Themed “Waves of Change” the conference featured keynotes, breakout sessions, main stage panel discussions and lunch-and-learns across four main streams.
One high-interest stream focused on strategic consolidation and sector transformation, addressing the accelerated pace of mergers, acquisitions and partnerships in the credit union sector. Attendees gained valuable insights into the current merger landscape, due diligence processes and best practices for successful mergers. Industry experts also stressed the critical importance of transformation in staying competitive.
Another key stream centred on governance and trust, examining the evolving role of boards and leaders in the face of increased regulatory scrutiny. Speakers and panellists discussed how credit unions can uphold transparency, diversity and member representation while adhering to governance best practices and safeguarding trust in uncertain times.
As the credit union sector navigates significant technological advancements, the digital transformation stream explored how credit unions can adopt digital solutions to meet changing member expectations and compete with both traditional and fintech competitors. Attendees gained practical insights into leveraging emerging technologies like AI, blockchain, and automation, while staying true to the cooperative ethos and ensuring members receive real value.
Given today’s complex risk environment, the risk management and resilience stream focused on how credit unions can proactively manage risks, including regulatory compliance, climate risks, fraud and economic disruptions. Industry experts shared future-focused strategies and tangible solutions to mitigate risk and strengthen operational resilience.
“As we look to the future, the strength of Canada’s credit unions will be defined by our ability to adapt, collaborate and lead with purpose,” said Guthrie. “This year’s conference reinforced that our sector is not only ready for change, but we’re also shaping it. From digital innovation to inclusive governance, we’re moving forward together with clarity and ambition.”
The conference also featured two compelling keynotes from motivational speakers whose personal stories brought fresh perspectives, resilience and inspiration to the credit union community.
Drawing from his experiences as an extreme adventurer and mountaineer, Jamie Clarke shared his insights on the importance of team building, adaptability and crisis management when weathering unanticipated storms. Highlighting the importance of the right mindset, Clarke said, “In life, we have two levers to get a hold of: attitude and effort. No amount of talent will ever outpace a bad attitude.”
Author and humanitarian Amanda Lindhout delivered a powerful talk on building a resilient mindset and seeing change as an opportunity for growth. Lindhout, who was held hostage in Somalia for 460 days, shared a framework for turning adversity into strength, encouraging the audience to embrace change as a catalyst for personal and professional growth. “You don’t have to wait for the difficult thing to be over to turn your attention to the resilient part of yourself,” she said.
“Hearing from keynote speakers like Amanda Lindhout and Jamie Clarke reminded us that resilience, courage, and vision are essential—not only for individual leadership, but for credit unions navigating today’s complex landscape,” commented Guthrie. “Their stories resonated deeply with our delegates. And gathering in Halifax, with its rich history and East Coast hospitality, created the perfect environment for connection, learning and inspiration.”
Beyond insights, inspiration and learnings, attendees left CCUA’s 2025 ϳԹ Conference with something deeper—a renewed sense of purpose and pride in what credit unions stand for. With their strong local ties and deep roots in communities nationwide, credit unions are centred on a member-first approach.
“What stood out most this year was the collective energy in the room,” Guthrie reflected. “Whether it was young leaders at NEXTGEN or seasoned board directors at our mainstage panels, every conversation reflected the shared commitment credit unions have to their members and communities. That sense of unity is what sets our sector apart—and it’s what will carry us into the next chapter.”
