Marketing Your CU Beyond Rate Competition with Shane Saunders

In this episode of The Digital Banking Podcast, Josh DeTar talked with Shane Saunders, CEO of Mocse Credit Union, about building authentic brand value in community financial services. Shane shared how his credit union discovered its identity as "audaciously authentic" through a rebranding process that honored both their humble beginnings and deep community roots. The conversation explored why competing on price creates a race to the bottom that community financial institutions can"t win against larger banks. Instead, Shane emphasized the importance of delivering value through local connection, authenticity, and member experience — qualities that resonate across generations from longtime members to new young account holders. For community financial institution leaders looking to differentiate in an increasingly competitive market, this discussion offers practical insights on leveraging your authentic story and community connections as powerful marketing assets. Tune in to discover how your institution can move beyond rate competition to create meaningful brand resonance.