The Governmental Affairs Conference (GAC) 2025 was an incredible opportunity to engage with credit union professionals, industry experts, and partners, all focused on innovation, member engagement, and digital transformation. The event was a reminder of how collaboration and technology continue to reshape the financial landscape. Held from March 2-6 in Washington, D.C., the event provided valuable insights into the evolving financial landscape and how credit unions can leverage new tools to strengthen their relationships with members.
In this article, we recap some of the events' highlights and what impacted us most.
As providers of marketing automation solutions, we were thrilled to be part of GAC 2025, engaging in conversations about how credit unions can better connect with their members through personalized, data-driven marketing strategies. From digital campaigns to omnichannel engagement, marketing innovation was a key theme throughout the event.
One of the biggest takeaways from GAC 2025 was the role of collaboration and knowledge-sharing in shaping the future of credit unions. By exchanging ideas, exploring marketing best practices, and learning from peers, credit unions can stay ahead in an evolving financial landscape.
Beyond networking, these discussions reinforced how credit unions continue to create real impact in their communities—offering personalized financial solutions, expanding digital accessibility, and strengthening member relationships. The conversations at GAC 2025 underscored that by staying connected, sharing strategies, and embracing new ideas, credit unions can continue to evolve, grow, and deliver exceptional experiences for their members.
A major theme at GAC 2025 was how credit unions are leveraging technology to build deeper member relationships. Personalization and automation continue to play a crucial role in enhancing engagement, delivering targeted communications, and providing a seamless omnichannel experience. From automated marketing campaigns to AI-driven insights, credit unions are increasingly using data to connect with members in more relevant, timely, and meaningful ways.
Discussions at our booth reinforced how credit unions are embracing strategic automation and personalized marketing to stay ahead in an increasingly digital-first world. By embracing technology, credit unions can create more impactful, data-driven connections, ensuring they remain competitive and continue delivering value to their communities.
Carla Harris, Senior Advisor at Morgan Stanley, led a thought-provoking session on how leadership is evolving to meet the expectations of today’s workforce. A strong takeaway from this discussion was that organizations that embrace collaboration, adaptability, and a purpose-driven culture will be best positioned to thrive in the changing financial landscape. Just as leadership must evolve, so too must marketing and member engagement strategies.
Technology and innovation took center stage at GAC 2025, reinforcing how credit unions are modernizing their strategies to stay competitive. Credit unions are increasingly looking for ways to enhance their digital presence, automate processes, and create seamless, data-driven experiences for their members. As part of this movement, a $2 million investment was announced to modernize America’s Credit Unions’ headquarters in Washington, D.C.—a step toward strengthening industry collaboration and accelerating digital transformation. This initiative aims to enhance resources that support credit unions and strengthen the industry's capacity for collaboration, advocacy, and innovation.
A key highlight of GAC 2025 was the opportunity to engage with industry professionals, explore emerging trends, and discuss practical strategies for enhancing credit union marketing and engagement. Whether through structured panels, interactive breakout sessions, or spontaneous hallway discussions, attendees gained valuable insights into the evolving financial landscape.
The exhibition hall showcased innovative solutions from over 250 vendors, featuring advancements in digital banking, payments, AI-driven member engagement, and security technologies. Credit union leaders explored cutting-edge tools designed to streamline operations, enhance marketing efforts, and improve the overall member experience.
Beyond the presentations, GAC 2025 reinforced that credit unions thrive when they translate insights into action—leveraging shared strategies and fresh approaches to drive real impact. The enthusiasm and exchange of ideas throughout GAC 2025 underscored the importance of turning insights into action—credit unions that leverage shared strategies and innovative approaches will be best positioned for future growth.
At GAC 2025, one key takeaway stood out: credit unions that embrace digital marketing and automation will have a significant advantage in strengthening member relationships, expanding their reach, and fostering deeper engagement within their communities.
As we reflect on the event, we are excited to continue helping credit unions harness the power of automation, personalization, and omnichannel engagement to drive stronger member relationships.
Let’s keep the conversation going! If you visited us at GAC 2025 or want to learn more about how automation can transform your credit union’s marketing, reach out!
Image credit: Prisma Campaigns' Team.