Mastering Go-to-Market Strategies, with Angi Milano and Holly Glowaty

In this episode of TechSolutions4CUs, host John San Filippo is joined by Angi Milano and Holly Glowaty, the co-hosts of the GTM Loop podcast. Together, they dive into the critical elements of go-to-market (GTM) strategies, exploring how fintechs can align with the credit union mission and how credit unions can position themselves as partners of choice.

Angi and Holly explain that the GTM Loop podcast was created to help fintechs navigate the tactical steps of strategy development, specifically teaching them how to speak the language of the credit union industry. The group discusses why GTM has evolved from a general business term into a vital discipline for launching products in new verticals.

Key Topics Discussed:

• Common Fintech Mistakes: The guests break down where fintechs often go wrong, such as taking a "scattershot" approach rather than finding the right fit, and relying too heavily on a single person’s connections (the Rolodex strategy) rather than building a sustainable process. Angi notes a critical error: using banking terms like "customer" instead of "member" and leading with ROI rather than mission alignment.
• The Power of Small Credit Unions: While many vendors chase the largest institutions, Angi and Holly argue that small credit unions are often more agile and eager to adopt fintech as a growth lever. They advise vendors to evaluate potential partners based on "active members" rather than just asset size.
• Credit Unions vs. Banks: The discussion clarifies the fundamental difference between these institutions. Banks often prioritize bottom-line returns, while credit unions are mission-driven cooperatives where a single member's experience can mobilize the entire team.
• AI and Data Hygiene: The trio tackles the buzz around AI. Holly stresses that institutions cannot successfully adopt AI without first cleaning up their data. They advise against using "AI for AI's sake," recommending instead that credit unions identify specific pain points and involve the staff feeling that pain in the solution design.
• Future Predictions: The episode wraps up with crystal ball predictions. Angi foresees stablecoins becoming the next dominant topic at conferences, while Holly predicts that upcoming changes to Visa and Mastercard interchange rules will fundamentally shift how institutions and retailers approach loyalty programs.

Join us for a conversation that bridges the gap between fintech innovators and the credit union mission.