Helping Fintechs Sell Into Credit Unions

Selling into credit unions is different. The buying cycle can be shorter, the relationships matter more, and the messaging needs to hit trust, compliance, and member impact, not just speed and scale.

The Challenge

Fintech founders often misfire by leading with product features or investor buzzwords. Credit unions need to understand how your solution helps their members, fits into their current systems, and aligns with their mission.

Without that alignment, good products stall out in endless evaluation cycles or get dismissed before they ever reach the right decision-makers.

The Maven Approach

I work with fintech teams to create a sales strategy that matches how credit unions buy.

We clarify messaging, map stakeholders, and coach teams on how to lead with empathy, clarity, and credibility.

What we focus on:

01.

Translating product features into member impact

02.

Understanding CU-specific pain points (non-interest income, digital gaps, retention)

03.

Building messaging that connects to strategic priorities (growth, inclusion, modernization)

04.

Creating outreach strategies that cut through without being pushy

05.

Coaching teams on how to handle longer sales cycles and more collaborative buying groups

The Outcome

Fintech teams that work with Maven Advisory start to see traction where they previously got stuck. Messaging lands better. Meetings get booked. Stakeholders stay engaged.

Clients have:

Secured pilots with mid-size and large credit unions
Shortened sales cycles by focusing on member-first positioning
Built trust with risk and compliance teams early in the process
Increased follow-up conversion from intro call to proposal stage

Joe Styx
Business Development Manager, America’s Credit Unions

Credit Unions are built on a completely different foundation, they are member-owned, community-driven, and focused on people over profits. That means they have different goals, processes, and regulatory considerations. If a FinTech shows up with a generic, one-size-fits-all solution without really understanding that, it’s likely to fall flat.