We pull back the curtain on one of the most overlooked—and inspiring—industries in America: credit unions. Jeff and Jordan explore how these member-owned, not-for-profit institutions are quietly disrupting traditional banking: through trust, transparency, and empowerment. They discuss three strategy pillars to help credit unions stand out in a noisy financial services landscape, from leading with empowerment, to owning the moments that matter, to connecting brand to demand. Along the way, they reveal how marketers can build authentic connections by turning brand purpose into real impact. Whether you work in financial services, marketing, or just believe in brands that put people first, this conversation will change how you see credit unions—and how you think about advertising.