Talking Credit Unions from Swoboda Research Centre
Talking Credit Unions delves into the latest trends shaping the financial landscape, equipping credit unions with the insights they need to stay ahead in a rapidly evolving industry. This podcast also tackles key issues facing the movement, fostering knowledge sharing and collaboration. Featuring a diverse line-up of credit union leaders, experts, researchers, and industry suppliers, it offers valuable perspectives to drive best practices, innovation, and success.
Talking Credit Unions is brought to you by the Swoboda Research Centre, which works to support positive change and transformation in the credit union movement. (https://swobodacentre.org/).
The podcast’s current producer and host, Anca Voinea, is a trained journalist with over 13 years of experience in the co-operative and credit union sectors. To suggest a podcast topic or for any other inquiries, contact her at anca.voinea@swobodacentre.org.
Talking Credit Unions from Swoboda Research Centre
EDITION 37: What’s in a name? Why some credit unions are rebranding as community banks
Swoboda Research Centre's recent paper on credit unions VS community banks explores whether the ads and marketing slogans make banks and credit unions indistinguishable from each other.
We sit down with marketing strategist Daniella Russo from MP&Co Marketing Strategists to unpack the everyday language problem: how do you cut through misconceptions and make the benefits obvious? Daniela shares where values help and where they get in the way, why digital design equals brand trust, and how an audit-first approach avoids costly missteps.
Then, we go inside a full rebrand with Kathryn Fogg, whose team transformed Pennine Community Credit Union into Northern Community Bank. Kathryn explains why they changed “members” to “account holders,” replaced jargon like “shares” and “common bond,” and introduced interest-based savings to improve clarity. The payoff: more enquiries, bigger deposits, and people who finally understand what they do.
From Ireland, Helen Carbery, the CEO of CUDA, outlines a different path: a widely trusted brand that embraces standardised mortgages and shared infrastructure to expand services without abandoning the credit union name.
And researcher Dr Paul Jones brings the long view—credit unions as part of the co-operative banking family—arguing that labels matter less than delivering competitive products through robust, digital-first experiences. Along the way, we explore collaboration as the real force multiplier, from mortgage CUSOs to shared platforms that make current accounts, payments, and lending feel seamless.
Talking Credit Unions is a regular podcast dedicated to informing credit union practitioners, leaders, and opinion formers on a variety of industry topics. The podcast is sponsored by the Swoboda Research Centre.