"Marketing, Membership and Mission | Trisha Smith, Everwise Credit Union"

What does it take to bring Silicon Valley marketing thinking into a credit union and actually make it work?Trisha Smith, VP of Marketing at Everwise Credit Union in Indiana, joins host Anurag Mukherjee for one of the most practical conversations about credit union marketing you will hear this year. Trisha came from agencies, tech startups, and healthcare — and brought with her a growth marketer's toolkit most credit unions have never seen. CAC. LTV. Churn rates. Performance funnels. She walked into Everwise and started asking the questions the credit union world often avoids.In this episode you will learn how Everwise simplified its entire checking account lineup into three powerful member-focused products — and how that campaign drove a measurable surge in new member acquisition. You will hear why community is the credit union movement's single biggest untapped marketing advantage, and why almost nobody is using it correctly. You will understand the real stakes of the Gen Z problem — the average credit union member is over 50, the average American consumer is 38, and that 15-year gap is a warning. Trisha breaks down how Everwise is going after younger members and why Gen Z is more aligned with the credit union mission than any generation before them.You will also get Trisha's honest take on balancing performance marketing with long-term brand building, why product simplification is a growth strategy not a retreat, and which credit unions will separate from the pack in the next three years — and which ones will keep losing ground to big banks and fintechs.Trisha Smith brings over two decades of growth marketing experience across agencies, healthcare tech, and consumer startups. She joined the credit union movement just over a year ago and has already driven measurable results at Everwise Credit Union, serving members across Indiana and Southwest Michigan.If you believe community banking is worth fighting for and that the right marketing can change everything — this episode is for you.🎙️ Host: Anurag Mukherjee👤 Guest: Trisha Smith, VP of Marketing, Everwise Credit Union📍 Indiana | Southwest MichiganWomen of Community Banking — new episodes every week featuring the leaders driving change across the credit union and community banking movement.