Not your ordinary conference, SHIFT likes to push the envelope. Born online during the pandemic, SHIFT is coming to you in person in the Kansas City area with a new tradeshow and the latest cutting edge speakers on marketing, lending, culture and more.



April 5

9:30 - 11:30 a.m.

CUlead Alumni Seminar (invite only)

11:30 a.m.- 12:30 p.m.

Check-in and checkout the Exhibit Hall(way)

New for 2022 is a tradeshow element! Visit with over a dozen vendors during designated times as well as before and after sessions.

12:30 - 2 p.m.

Lunch, sponsored by Excess Share Insurance, and Opening Keynote: DISRUTPION, Madam Nymphadora
Early credit union pioneers like Ed Filene and Louise McCarren Herring served as the credit union movements earliest disrupters in the Financial Services Industry bringing socioeconomic opportunity to American consumers. Today, creating innovation and modernizing workplace culture has been branded as disruption to further advance efforts of serving underserved and underrepresented communities. Rather than resist disruption and positive change, credit union organizations should foster and develop talented thought leadership to better serve the modern-day consumer. Madam Nymphadora, herself, disrupts the credit union landscape as a Drag Queen Development Educator to help credit union professionals understand the value of a dynamic and energized workplace. Madam will highlight how credit union leaders can lean into their cooperative spirit to welcome passionate disruption and create futuristic opportunities for member-owners.

2:15 - 3:15 p.m.


How to Reduce Conflict and Win Respect by Using Verbal Aikido, Holly Buchanan
What if you could handle workplace conflict in such a way that you could de-escalate any situation, reduce resistance, get positive outcomes and create win/win solutions?   That’s what Aikido is designed to do. This modern Japanese martial art and philosophy is based around the idea of blending with vs. pushing against your opponent. The goal of this martial arts practice is to defend yourself while also protecting your attacker from injury. Verbal Aikido is an incredibly powerful communication technique that can do the same thing. It allows you to resolve conflict without appearing defensive or aggressive.

From Agile to Intelligent: The Future of Credit Unions, TBD
In this session, industry experts from nCino will discuss some of the top digital challenges confronting the banking industry today, including up-to-date information and trends on cryptocurrency, embedded finance, digital / challenger banks and fintech competition. Join us for this engaging presentation for an update in the competitive market, to hear examples of financial institutions who are successfully positioning themselves to remain ahead, and to learn how your institution can continue to be competitive during these ever-changing, uncertain times.
Learning Objectives: 
Attendees will study up-to-date information and trends on cryptocurrency, embedded finance, digital / challenger banks and fintech competition.
Attendees will learn the stages of maturity for credit unions seeking to transform their organization, and hear examples of ways banks and credit unions have leveraged AI, machine learning, natural language processing and other cognitive technologies to remain ahead of the curve.
Attendees will also explore the challenges and hurdles facing credit unions as they seek to transform their institution to the next level to remain competitive. 

4 - 5 p.m.


New Etiquette for the New Work Norms, Arden Clise
The workplace we knew has changed due to the pandemic. Today we have hybrid work schedules, hot desks, new ways of greetings others and different attire expectations. Inclusivity is more important than ever, whether it’s making sure remote workers feel engaged or including employees who are often excluded or marginalized. Much has evolved and so have the etiquette rules that guide us. Make sure you and your employees are ready for these new work norms to build productive relationships with coworkers and superiors and seal more client deals.

Why Your Credit Union Won’t Be Here in 8 years, Roger Willey
We’ve all heard the histories and lore of many credit unions that started in someone’s home, the basement of a church, or in the abandoned hallway of a company.  The mythology surrounding the shoebox “vaults,” the manager’s desk drawer cash box, and the 100-sq-ft basement branch seem more mythical to us with passing years. However, this is part of the perception that our modern credit union’s are constantly try to shake. Ensuring the stigma that credit unions operate archaically is shaken. It’s now time to ensure our communities and members that we serve realize we have what it takes to compete and beat competitors when it comes to safety, and technology.

Credit unions are seeing significant mergers and acquisitions. The Filene Research Institute estimates there will be around 3,000 credit unions in 2030. That's 2,000 fewer than today.  If you do not adapt to the necessary changes, you will not be in existence in 8 years. 

5 - 6 p.m.

Happy Hour with Exhibitors

6 -7:30 p.m.

BONUS Sister Society Launch Party

April 6

8 - 9 a.m.

Breakfast with Exhibitors, sponsored by FHLB Topeka

9 - 10 a.m.


Measuring Your Credit Union's Value Proposition, Mike Higgins
The credit union ethos is value for members, so why do we fixate on profit when we measure our credit union’s success? There is a better way. One that balances the need to keep the financial house in order with the need to create tangible economic value for members. It is possible to meet both objectives at the same time. Join Mike Higgins as he discusses the process and these five aspects of operations:
Member Net Worth (determining the right amount)
Product Mix (how member net worth is leveraged)
Productivity (why traditional measures of productivity are 100% wrong)
Provision Expense (how effectively credit is being administered)
Pricing (the ultimate measure of value provided to members)

10:15 - 11:15 a.m.


The Future of Car Buying, Alain Nana-Sinkam
Alain shares his insights as VP of TrueCar on what's currently taking place  in the car industry and what the auto buying experience will look like in the near future, including:
- Will the touchless car buying experience stick?
- Will car delivery services flourish?
- Will buying a car sight unseen trend increase?
- What's the future of the car -- especially with delivery services like Amazon, DoorDash, Instacart thriving?
- How will all this affect credit unions?

Using Fintech Partnerships to Become More Financially Inclusive, Elizabeth McCluskey
The demographics of consumers are shifting. Over the last five years, multicultural consumers accounted for 100% of US population growth and 61% of credit union member growth. Millennial and Gen Z consumers represent the largest segment of the US workforce. Yet despite the growth in these demographics, the racial and generational wealth gaps are only widening. And the majority of Americans are less financially literate and more financially insecure than ever before. How can credit unions support the needs of their diverse membership bases and make sure they are financially inclusive? Join us to dive deeper into the evolving financial needs of consumers and hear from fintechs and credit unions who are working together to erase inequalities.

11:30 a.m. - 12:30 p.m.


Using Futuring to Bullet-Proof Your Strategic Plan, Robyn LaChance
Learn strategic secrets from one of the country's most successful credit unions. Sound Credit Union's Chief Strategy Officer will walk through how their credit union created unity and action around making the member experience the center of their world.  She will share tactics for developing a user experience discipline and member-first mindset.
"Help and Advice" is the path to winning new members. Learn why consumers are going anywhere but their credit union to build financial confidence and what you can do to change the game.

12:30 -2 p.m.

Exhibitor Lunch and Prizes

2 - 3 p.m.

Keynote: Forget Reality, Embrace Perception for Loan Growth, Josh Cook
Join Josh on a journey through an alternate universe full of real-world examples where members love you for refinancing their loans to higher interest rates. A universe where direct loan growth is fueled by not having an online loan application. There will be no time for reality as you journey into the tremendous power of perception. Your credit union’s most powerful economics are not micro or macro, they’re behavioral. Through stories of product repackaging, focusing on experience over service, and thinking consumer-first, Josh will challenge you to think differently. Along the way, hear about why Josh believes most people would rather visit a funeral home than a branch. Buckle up, next stop…growth town.


Alain Nana-Sinkam is an auto industry veteran of over 25 years, currently serving as Vice President, Lending & Insurance Solutions for TrueCar, a marketplace dedicated to connecting consumers who want a great car buying experience with dealers ready to provide one.

He develops programs and partnerships designed to power credit and insurance discovery in TrueCar’s branded and affinity partner auto buying channels.
Alain previously served in various leadership roles at ALG, the industry benchmark for residual values, worked at Wells Fargo and HSBC Auto Finance and started his career at an auto dealership.

Arden Clise is an expert in the field of business etiquette and customer service. As an author, speaker, trainer, and coach, Arden helps companies have the competitive advantage through confident, polished and courteous employees.

Author of Spinach in Your Boss’s Teeth: Essential Etiquette for Professional Success, Arden also wrote regular business etiquette columns for the Puget Sound Business Journal, and 425 Business magazine. She has been quoted in several national and international publications including Real Simple magazine, the Wall Street Journal and China Daily USA.

Prior to becoming an etiquette consultant, Arden worked for several Northwest organizations including Washington Mutual Bank and Salal Credit Union, and has more than 25 years of business experience in marketing, management, event planning and public relations.

Holly Buchanan is a popular speaker, trainer, author and consultant. Holly is the author of Selling Financial Services to Women – What Men Need to Know and Even Women Will Be Surprised to Learn. She is the co-author of The Soccer Mom Myth. And she is working on her new book Stop Getting Triggered – Keep Your Cool, Win Respect and Increase Influence.
Buchanan Marketing works with financial companies and professionals who want to be more successful by understanding how clients make financial decisions, buy financial products and choose financial advisors.


Josh Cook is considered a visionary leader and creative thinker. Josh started with Community Choice CU (CCCU) in 2002 as the Marketing Manager and has expanded his role to include everything from marketing to branch operations with plenty in between. During his seventeen years at CCCU he has gained considerable attention for his creative work amassing over forty national marketing awards.

Perception thinking is cornerstone to Josh’s approach to sales success no matter the organization he’s serving. Josh believes that successful product sales most often exist due to perception not reality. This lead importance approach led to the development of a software as a service (SaaS) product created by Josh and developed by CCS in 2014.

Madam Nymphadora, CUDE (she/her) is a seasoned entertainer and credit union development educator with the mission to raise awareness of financial inclusion through social outreach. She is fiercely passionate about helping others and serves as a consumer advocate. Madam Nymphadora has robust experience in philanthropy, advocacy, education and community development for nonprofit organizations. She believes in spreading love and kindness through authentic entertainment, education, engagement, and empowerment! 

A cultural and professional disrupter and change agent she might be, she is also a magnetic entertainer. She performs live vocal Drag entertainment throughout Nebraska and her creator, Dan Marquez, is a former contender for American Idol and The Voice audition finals.

Mike Higgins is a partner in the firm of Mike Higgins & Associates (MHA).  His consultants work with clients in the financial services industry.  His primary areas of focus are performance management, performance-based compensation, board education and strategic planning to maximize member value.
Mike is also a Filene Applied Research Advisor.  He has presented at numerous Filene events and guest-lectured at the inaugural Center for Performance and Operational Excellence Research Colloquium at Stanford University.


Robyn LaChance is a ‘let’s get it done’ kind of person. She likes a challenge and loves to learn.
Drawing on 20 years of credit union experience, she leads member experience, strategic planning, and enterprise project management functions.
Robyn is a collaborative, results-driven leader. She has the proven ability to see the big picture, identify obstacles, and formulate successful plans to achieve strategic goals. Above all, she has the passion for leading teams to high levels of performance, and believes that differentiation occurs at the intersection of technology and personal connection with members.

Roger Willey oversees the go to market strategy for VisiFI, a market leader in Credit Union Technology.  Since joining VisiFI in July of 2019, he has been responsible for the strategic positioning, marketing strategies and overall client satisfaction for the company. In this role, Mr. Willey meets with credit unions throughout the U.S. to assess needs and help identify ways to leverage technology to help customers grow membership, and operate efficiently and securely.    
Over his 34-year career, Roger has worked with companies throughout the US to develop successful business and marketing strategies.  His clients included some of the nation’s largest technology companies and most prestigious banks and financial institutions.  His engagement in the Credit Union industry comes with a unique perspective, one that challenges the status quo of how we operate, compete in the market, and utilize technical systems.  
Over the years, Roger has been a featured speaker at marketing and business related trade shows and will certainly provide a unique perspective on best practices and strategies to achieve success in today’s market.



For SHIFT Sake Exhibitors


SHIFT Happens Exhibitor

Pod Print Excess Share Insurance Open Lending   



All prices are per person  Non-member   HCUA Member 
Early Bird (Jan 15 - Feb 15)* $400 $200
Regular Bird (Feb 16 - Mar 22)* $600 $300

*CUs under $50 million eligible for 40% off using promo code SmallCU at checkout.


Stoney Creek Hotel Kansas City
$105/night, plus taxes and fees.
Book by by March 22, 2022. 

Book online at Stoney Creek Hotel Kansas City

  • Click “Book Now” in the upper right-hand corner.
  • Select “Kansas City.”
  • Click “Check Availability.”
  • Click “Add Code.”
  • Where it says “Discount Code” click the down caret v
  • Select “Group Attendee.”
  • Enter your group code: HEART22  

Or call 816.908.9600 and ask for the Heartland Credit Union Association room block.

Questions? Contact Clint Armistead

COVID policy

HCUA encourages attendees to get vaccinated and/or test prior to attendance. If you feel unwell or have tested positive for COVID-19, please stay home. Full refunds will be provided.

The policy may change, but currently the plan is for masks to be optional for attendees who have been vaccinated.

4/5/2022 - 4/6/2022
Stoney Creek Hotel Kansas City - Independence 1801 Bass Pro Dr Independence, MO 64055
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