Reclaiming the market: Driving growth for CUNA Strategic Services

CUNA Strategic Services logo

About the project

Formed in 1999 to support greater connection between emerging innovators and leagues (and therefore credit unions) CUNA Strategic Services held a unique role in the credit union system for more than 20 years.

As the fintech ecosystem matured though, so too did the appetite and opportunity for organizations to play similar roles. What had once been a centralized service became fragmented.

This didn’t diminish the role CUNA Strategic Services (CSS) had to play or reduce the strategic relationships it managed with the league system, but could mitigate the organization’s impact. And as a mission-driven institution, born out of the largest and inaugural trade association, impact is critical.

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CUNA Strategic Services
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The challenge

Mission Brands Consulting was brought in to restructure the CSS brand identity, help uncover new and/or under-explored areas of impact, and create a framework for long-term growth.

Market differentiation


As an affiliate of CUNA (now America's Credit Unions) and a close partner of TruStage, both credit unions and leagues were a little vague on CSS's value-proposition, and questioned how a legacy institution like that fit into the evolved ecosystem.

Competitive landscape


As fintech partnerships expanded across the credit union space, CSS faced increased competition from new and existing entities, offering seemingly similar vendor connection services.

Brand perception


While CSS had decent brand awareness (~50% of credit unions interviewed) some stakeholders perceived its role as more transactional, with a focus on vendor sales rather than a strategic advisory partner in credit union innovation.

Engagement


Some credit unions, particularly smaller institutions, had limited awareness of CSS’s value proposition or were unsure how CSS could support their specific technology and operational needs.

Our approach

Phase 1: Discovery and research:
  • Stakeholder Discovery Sessions 
    Interviews with internal staff, credit union C-suite, leagues, and fintech providers to understand their understanding, expectations and perceptions of CSS, their active pain points, and where CSS could add the most value long-term.

     

  • Brand Audit
    Holisitc review of CSS’s brand identity, messaging, digital presence, and marketing assets to assess alignment with industry needs.

     

  • Competitive Analysis 
    Benchmarking against key competitors to identify current service gaps, growth opportunities, and key differentiators.

     

  • Audience Segmentation and Persona Development 
    Developing detailed personas for CSS’s target audiences; allowing CSS to better tailor its messaging and engagement strategies.
Phase 2: Brand strategy and market positioning

With insights gathered through Phase 1, MBC began a more hands-on approach with the CSS team, leading multiple in-person and virtual working sessions to define:

  • What makes CSS unique?
  • How does CSS provide measurable value to its target audiences?
  • What role should CSS play in fintech partnerships?
  • How can CSS simplify how leagues and credit unions access its services?

Outputs fed into a comprehensive growth strategy, including:

  • Brand identity and positioning framework
    Strengthening CSS’s independent brand identity while maintaining strategic alignment with key industry organizations.     This included reviewing the value, risk and/or potential opportunities of retaining a legacy name: "CUNA". The goal was to ensure CSS is recognized as a standalone leader within the system; connecting credit unions with fintech solutions.

  • Information hierarchy
    Restructuring how CSS curates its affiliate partners, addressing mission-alignment and value proposition, and redesigning the website taxonomy to remove revenue friction.

  • Messaging Strategy
    A clear, structured approach to communicating CSS’s value, differentiation, and role in the credit union system.

  • Competitive Positioning
    Identifying how CSS can stand out in an increasingly crowded marketplace.

  • Persona Communications Framework
    How to tailor communications, engagement and partnership opportunities for CSS’s target audiences based on their unique needs.

  • Investor Relations Strategy
    Clearly defining CSS’s long-term vision and business strategy to investors and industry partners.

Phase 3: Implementation and execution

With a refined brand strategy and growth framework in place, MBC supported activation with:

  • Internal Alignment and Training:
    Ensuring CSS leadership, employees, and key stakeholders were fully aligned with the new brand messaging, identity, and positioning before external communications began.
  • Leagues and Key Stakeholder Engagement 
    Prioritizing early engagement with leagues to secure buy-in, communicate CSS’s evolving role, and position leagues as partners in driving fintech adoption.
  • Multi-channel awareness campaigns 
    A comprehensive communication plan to rearticulate the brand through webinars, thought leadership, industry media, and targeted digital campaigns.
  • Brand Management 
    Updating CSS’s website, digital presence, marketing materials, and industry presentations to reflect the new brand identity.
  • Event Activation 
    Repositioning the brand at key industry events, positioning CSS as a modernized, forward-thinking leader. 
A hand-drawn large post-it of a working session with CSS and Mission Brands Consulting
Mission Brands' Sam Plester takes notes during a working session
Mission Brands' Samantha Cherney leads a working session with CUNA Strategic Services

Outcomes and impact

After 12+ months of in-market activation of the new brand platform and growth strategy, CUNA Strategic Services has seen:

Revenue growth


Year-end revenue was the highest in three years after the first full 12 months of repositioning.

Affiliate partner growth


CUNA Strategic Services grew its alliance partner portfolio by more than 10%.

Brand perception


CSS is increasingly seen as an aggregator of excellence; identifying critical problems the credit union system is facing and bringing the right solutions to the table.

Engagement


Deepened relationships with the national trade association, leagues, and credit unions.

CSS' unique brand archetype, as developed by Mission Brands Consultin

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Suite 6500
Madison, WI 53717

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