For Members First Credit Union, innovation means understanding how members’ lives continue to change and making sure the credit union evolves alongside them.
“Work has changed for our members on a day-to-day basis, as well as how they’re being paid,” said Melanie Duke, Branch Operations Director at Members First Credit Union. “Making sure that we’re staying up to date on where they’re going, how they’re getting there, and then understanding if they have any concerns along the way.”
As financial needs become more personal and more complex, Members First looks for partners that continue to innovate while helping the organization better understand its members and respond quickly to changing needs.
Looking beyond today’s challenges
When evaluating partners, Members First prioritizes organizations that continue looking ahead. Duke said the credit union values partners that remain focused on innovation while helping financial institutions stay relevant as member expectations evolve.
“We’re looking for continued growth and forward-looking innovation,” she said. “Making sure that we’re not only staying up to date but being relevant with the hot topics and where people are, where they want to go and how they want to get there.”
That forward-looking approach extends beyond technology. Members First also values partners that recognize the personal nature of many financial decisions and help build trust with members throughout their financial journeys.
Supporting better member decisions
Members First has worked with Experian for many years, and Duke said one of the partnership’s greatest strengths is the research and analysis happening behind the scenes. According to Duke, having access to data-driven insights helps frontline employees better serve members while supporting more informed lending decisions.
“Experian seems to do a lot of work behind the scenes,” she said. “That makes it much easier for us to be able to help our members consistently on the front lines.”
She added that those insights have helped the credit union identify opportunities to assist members who might otherwise be overlooked in more traditional approval processes.
“When we come to Experian with issues or situations that we may be experiencing, they take it back, analyze it and partner with us to make sure we’re making the best decisions for our members,” she said.
For Duke, those opportunities represent more than better operational efficiency. They can make a meaningful difference for families seeking financial stability.
“Most of our members are looking for a hand-up, not a handout,” she said.
She explained that combining education with innovative solutions has helped Members First continue supporting members while expanding access to financial opportunities.
Continuing to innovate together
As Members First evaluates new ideas and products, collaboration remains central to the process. Duke said the credit union combines its own market knowledge with Experian’s research to evaluate new approaches before rolling them out to members.
“We’re testing that; we’re rolling it out, and we’re making sure that our members are getting what they need,” Duke said.
For Members First, innovation is ultimately measured by its impact on members. By staying focused on changing needs, thoughtful collaboration and continuous improvement, the credit union aims to create more opportunities for the people and communities it serves.
About Members First Credit Union
Founded in 1936 and headquartered in Michigan, Members First Credit Union is a member-owned financial cooperative serving individuals and families across the state. The credit union offers a range of personal banking, lending and financial services focused on expanding access to financial opportunity. In recognition of its commitment to serving underserved communities and advancing financial empowerment, Members First Credit Union received the 2025 Experian Vision Award for Excellence in Financial Empowerment.
Learn more at https://www.mfcu.net/
