DIGITAL BANKING intelligent experiences. And rate has tended to be the primary way banks and large financial institutions drive growth.
The BECU difference, driven by centering on people( members) and trust, is that while rate is important, and we are competitive, having a deep understanding of and helping those we serve achieve better financial outcomes for over 90 years is a sustainable difference. Each decision we make points back to strengthening trust, expanding access and helping members make progress toward financial well-being.
One of the clearest ways we demonstrate the credit union difference is through tangible value. For example, BECU pairs better rates and lower fees with member-first programs like automatic loan repricing as we work with members to understand and improve their credit score and First Time Homebuyer Grants, as well as personalised guidance at key moments throughout members’ financial journeys including a personalised Financial Check.
Q. WHAT ARE SOME OF YOUR CORE LEADERSHIP PRINCIPLES THAT YOU APPLY TO YOUR DAY-TO-DAY WORK?
» Start with empathy, intentional listening and a deep understanding of the members’ needs. I’ m a student of human-centered design thinking and helping our members achieve better outcomes requires us to‘ walk a mile in that person’ s shoes.’
“START WITH EMPATHY, INTENTIONAL LISTENING AND A DEEP UNDERSTANDING OF THE MEMBERS’ NEEDS”
Jason Rudman EVP BECU
To serve the underbanked / underserved effectively, for example, I have to listen and learn their experience. This will help clarify the problem you are solving and identify gaps or opportunities that design, product development and technology can then solve with an experience that is both useful and relevant.
Lead with a“ digital first, human always” mindset. Technology should simplify, remove friction, increase convenience and make guidance easier to access. Scaling technology should help an organisation better understand people and support them more effectively.
Don’ t lose sight of the power and importance of people. Our work is a people business and our frontline teams in retail and the contact centre are our secret sauce. People remain essential for moments that require empathy, judgment and deeper context.
Empathy and accountability without clarity and impact results in a missed opportunity. This requires focus, and in a sea of potential opportunity, effective prioritisation and direction to enable the team to deliver. To quote Brenee Brown: clear is king, unclear is unkind.
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