Richard Laermer to Lead Conversation on Strengthening the Credit Union Story at CEO Co-Lab in January 2027

Posted by Alyse Knudsen on September 30, 2026

How credit unions tell their story can shape how the Credit Union Movement is understood — by consumers, communities, policymakers, and the media. At CEO Co-Lab on Jan. 6-8, 2027, at Mountain Shadows Resort in Phoenix, credit union leaders will take a closer look at that story and consider what it will take to strengthen it in the years ahead.

Communications strategist and bestselling author Richard Laermer will join GoWest EVP and Chief Advocacy Officer Jennifer Wagner and Chief Experience Officer Katy Wagnon for “Owning the Credit Union Story Together,” an interactive session focused on reputation, relevance, and the collective credit union brand.

Richard Laermer

The conversation will challenge CEOs to look beyond how individual credit unions communicate their value and consider how the Movement is perceived as a whole. Participants will explore whether today’s credit union story clearly communicates the Movement’s value and differentiation and what can happen when others are left to define that story.

That question has implications well beyond communications. Public understanding and perception can influence how credit unions are viewed by elected officials, community leaders, and other key audiences, making a strong collective reputation an important part of advocacy. The session will examine how credit unions can work together to strengthen that reputation and ensure the movement’s story reflects the impact and value credit unions deliver every day.

The discussion is a natural fit for CEO Co-Lab, which brings credit union CEOs together for candid conversations, peer collaboration, and practical discussions about the opportunities and challenges facing the Movement.

Rather than a traditional conference, Co-Lab is designed around dialogue and idea-sharing, with conversations shaped by the priorities and experiences of the CEOs in the room. The 2027 agenda will be driven by the priorities and interests of participating CEOs. Leaders can submit discussion topics during registration or share ideas with Carmen Vigil, GoWest SVP of Credit Union Engagement and Development.

Join fellow credit union leaders to start the year with fresh perspectives, candid conversation and connections that can continue well into the new year.

Posted in Arizona, Events, Leadership, Small Credit Unions, Top Headlines.