Tansley Stearns is the President and CEO of orsa credit union, a member-owned financial institution dedicated to delivering innovative, community-focused banking services across Michigan. Under Tansley’s leadership, orsa credit union has been recognized by Forbes as a Best-in-State Credit Union, and she is known for driving transformative growth and purpose-led culture initiatives across the organization, which serves tens of thousands of members. With over 25 years of experience in the credit union industry, Tansley is passionate about fostering belonging, authenticity, and bold innovation while navigating the evolving landscape of financial services.
About the Episode
Video is becoming one of the most powerful tools in e-commerce, and AI is accelerating that shift faster than most brands realize. In this episode, Tyler Lane hosts Yash Ranadive, Founder and CEO of Videoselz, to explore how immersive content, personalization, and leadership lessons from Meta are shaping the future of online shopping. Yash shares insights from building multiple startups, leading engineering teams at scale, and why brands should focus on AI-driven customer engagement before the spatial computing wave fully arrives.
About the Episode
As the financial services landscape continues to evolve, credit unions must adapt to stay relevant and impactful. This episode dives into how credit unions can maintain their competitive edge in a digital-first world. Tyler Lane hosts Tansley Stearns, President and CEO of orsa credit union, as they explore the importance of aligning brand, digital experience, and member engagement strategies. Tansley shares her insights on leadership, cultural transformation, and how innovation with purpose can drive sustainable growth, all while navigating a highly regulated industry.
Key Moments
The Importance of Relevance
- How credit unions can combine brand, digital, and member experience to stay relevant in a changing world [3:00], [5:34].
- Why many consumers still don’t understand what a credit union is and how this affects the industry’s relevance [4:55].
KPIs and Transparency
- How orsa credit union tracks progress with both long-term and short-term KPIs to measure relevance and growth [7:46].
- The value of being transparent with members about progress and goals [7:16].
Building a Culture of Belonging
- Creating a workplace culture rooted in belonging, authenticity, and inspiration [9:40], [10:43].
- How Tansley’s leadership approach has shaped the culture at orsa credit union and the impact on employee and member retention [10:43].
Hiring for Culture Fit
- How orsa credit union attracts talent by being transparent about the fast-paced environment and the challenges of working at a growing organization [14:44].
Innovating in Financial Services
- The challenges of balancing innovation with compliance and risk in a regulated environment [23:45], [27:34].
- How orsa credit union leverages AI to solve real problems and create value without compromising regulatory standards [27:34].
Rebranding for Clarity
- The journey of orsa credit union’s rebrand, the decision to change their name, and the importance of standing out in a competitive market [30:39], [32:28].
- How the new brand helps orsa overcome market confusion and resonates with members [30:39].
Listening as a Superpower
- Tansley’s advice to credit union CEOs: listening to members and addressing their needs is the key to remaining indispensable as an institution [38:01].
Top Insights
- Integrate digital, brand, and experience strategies – Combining these three aspects ensures a holistic approach to relevance, preventing missed opportunities in member engagement.
- Establish clear, measurable long-term goals – Having bold, aspirational metrics drives progress and helps employees understand their contribution to the broader mission.
- Prioritize cultural authenticity and belonging – Fostering a workplace where employees bring their whole selves to work enhances trust and strengthens team dynamics.
- Create transparency in operational milestones – Regularly sharing progress with members builds trust, encourages buy-in, and reinforces the value of collaborative growth.
- Foster continuous learning and curiosity within your team – Encouraging exploration of new tools and methodologies, like AI, can drive innovation and keep your organization agile in a fast-changing world.
Notable Quotes
- “When we listen, we can really understand what’s facing people that’s so hard that they don’t have anyone else that’s solving those problems.”
- “We want people to be in this organization because they do believe they can make a difference in the world because we know that we can.”
- “Our values really matter. Inspiration really matters. And I also think excellence matters.”
- “Innovation is critical to us. And in terms of all the decision making you asked about, it’s grounded in human need.”
- “If people don’t know who we are and the impact that we can make, we aren’t going to be around for the next 75 years.”
Resources
Industry Experts
Companies and Organizations
Media and Publications
Driving Relevance and Innovation in Credit Unions
Staying relevant in today’s digital world is crucial for credit unions looking to build lasting connections with members. At Session Interactive, we specialize in helping financial institutions enhance their digital presence, streamline member experiences, and embrace innovative strategies for growth. Let us help you turn your digital efforts into measurable success.
For more insights on strategic growth, brand innovation, and performance marketing, subscribe to the Built to Convert podcast. Ready to take your credit union to the next level? Contact Session Interactive to learn how we can help you drive results with precision and purpose.
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