BENJAMIN MAXIM
FINANCIAL SERVICES
BENJAMIN MAXIM
TITLE: CHIEF DIGITAL STRATEGY & INNOVATION OFFICER
COMPANY: MICHIGAN STATE UNIVERSITY FEDERAL CREDIT UNION
INDUSTRY: FINANCIAL SERVICES
Benjamin is a digital innovation leader with 16 + years at MSUFCU, focused on enhancing financial access and literacy through technology while maintaining community connections.
“Our approach now is combining digital and human service together”
BENJAMIN MAXIM, CHIEF DIGITAL STRATEGY & INNOVATION OFFICER, MICHIGAN STATE UNIVERSITY FEDERAL CREDIT UNION
This balanced, hybrid approach enables smaller financial institutions to remain competitive and relevant in a rapidly evolving marketplace.
Creating personalised member experiences For member-owned financial institutions, personalisation represents a significant opportunity to differentiate their services in a crowded marketplace.
With memberships spanning from students to retirees, and from small businesses to agricultural operations, the fundamental challenge lies in tailoring financial solutions to remarkably diverse needs and circumstances.
Benjamin Maxim, Chief Digital Strategy & Innovation Officer at Michigan State University Federal Credit Union, notes:“ Our mission and focus now is to increase financial access, increase financial literacy, and among many of the other things we are trying to do, build up our communities, making them a place people want to live, work, and enjoy.”
Data and technology have become essential tools in achieving this personalisation at scale. By partnering with fintech vendors and integrating their services, credit unions have improved both the speed and efficiency of their digital member experiences.
These partnerships help unlock bank-owned data and address common challenges – engaging members beyond just transactions to help grow their finances and the communities they serve.
Some credit unions are implementing AI-powered chatbots as an augmentation of customer service rather than a replacement.
As Benjamin Maxim puts it:“ Our approach now is combining digital and human service together, to create an experience that is both digital and human.” Video banking solutions now allow these institutions to connect members with employees more easily, enhancing rather than diminishing the personal touch that makes credit unions special.
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