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.

Our sessions will inspire you to think differently. It might make you uncomfortable, but that's where the magic happens. Good news, there's no safer place to shift out of your comfort zone than with your credit union friends.


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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,

Opening Keynote: Shift or Consequences

Lean in, listen, learn and laugh during this interactive session with surprise twists and turns. We'll build connections through listening exercises, find commonality and increase awareness of others, and unite to achieve a common goal and purpose. People don't care about how much you know until they know how much you care.
This is not your ordinary "getting to know you" session. Come prepared for some shifty shenanigans.

2:15 - 3:15 p.m.


How to Reduce Conflict and Win Respect by Using Verbal Aikido
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
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. Learn how your institution can continue to be competitive during these ever-changing, uncertain times. 

3:15 - 4 p.m.

Break and Hotel Check-In

4 - 5 p.m.


New Etiquette for the New Work Norms
The workplace we knew has changed due to the pandemic. 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
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.  

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 sponsored by SimplyFocused

5 p.m.

Who Dun It Networking Game sponsored by Millenium

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
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 us to learn more about the process and five aspects of operations.

You Don't Have to be a Big FI(sh): Embrace Being a Small FI(sh) and Thrive by Leveraging the Economies Provided by the Latest Financial Technology
Technology is the great equalizer, and it has become much more accessible to small financial institutions. Credit unions are already known for being member-centric, and by adopting emerging technology, they can provide that personal banking touch on a much larger scale. Learn why credit unions must embrace the next generation of technology and how “the long tail strategy” can solve many long-term problems faced by credit unions.

10:15 - 11:15 a.m.


The Future of Car Buying
Hear insights from 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 the touchless buying, delivery services, and the future of the car and how all this affects credit unions.

Using Fintech Partnerships to Become More Financially Inclusive
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?

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


Using Futuring to Bullet-Proof Your Strategic Plan
Walk through how Sound Credit Union created unity and action around making the member experience the center of their world.  Our speaker 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.

Credit Unions and Crypto: Staying Relevant
The average age of a credit union member is 47. What is your credit union doing to prepare for the future and attract younger members?

2021 was a big year for cryptocurrency. But what’s next in 2022? We’ve seen the two largest cryptocurrencies, Bitcoin and Ethereum, hit multiple new all-time high prices over the past year - where does it go from here?

People’s interest in crypto has skyrocketed, it’s a hot topic not only among investors but in popular culture too, thanks to everyone from influential investors like Elon Musk to your average Joe. It’s difficult to predict where things are headed long-term, but in the meantime financial institutions are following themes and trends to try and get a better sense of the market.

12:30 -2 p.m.

Exhibitor Lunch and Prizes, sponsored by EngageFI

2 - 3 p.m.

Keynote: Grow Up or Grow Old: A no BS conversation about bucking credit union norms
Take part in 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, our speaker will challenge you to think differently. Would most people rather visit a funeral home than a branch? How do we change that behavior? Buckle up, next stop…growth town.

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For SHIFT Sake Exhibitors


SHIFT Happens Exhibitor

Pod Print Excess Share Insurance Open Lending  Onovative CU Loan Source
Servion The Baker Group Student Choice Unitas iDiz
Credit Union Lending Systems (CULS) The Accel Group Paylocity CCC Intelligent Solutions Pivot Lending Group

Eat SHIFT Sponsor

Lunch: Excess Share Insurance

Happy Hour: SimplyFocused

Breakfast: FHLB Topeka

Lunch: EngageFI

Oh SHIFT What's Your Name? Whodunit Mystery Sponsor

Millennium Corporate Credit Union


All prices are per person  Non-member   HCUA Member 
Early Bird (Jan 15 - Feb 15)* $400 $200
Regular Bird (Feb 16 - Mar 29)* $600 $300

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


Stoney Creek Hotel Kansas City
$111/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
Registration is closed.

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