Connecting With Your Community As Told By Josh Rodriguez

In this episode of Credit Union Conversations, host Mark Ritter speaks with Josh Rodriguez of West Community Credit Union about authentic community engagement, storytelling through podcasting, and the evolving role of credit unions in a competitive financial landscape.

Josh shares his 20+ year journey in the credit union industry—from phone teller to President & CEO of a small credit union, and now serving in one of the industry’s most unique roles: Assistant Vice President of FinTech and Mission Integration. He reflects on the challenges of leading a small credit union, the difficult but member-focused decision to merge, and how West Community Credit Union has embedded “people helping people” into its culture through hands-on community involvement.

The conversation explores why traditional marketing tactics often fall flat and how audio storytelling and podcasting can help credit unions emotionally connect with members and communities. Josh breaks down West Community’s Banking On You Podcast, a narrative-driven audio series that highlights real community impact rather than products or promotions.

Mark and Josh also discuss small credit union survival strategies, the realities of fintech partnerships, and why community engagement must go beyond check-writing and photo ops. This episode is a must-listen for credit union leaders, marketers, and executives looking to strengthen community trust, modernize outreach, and tell their story more effectively.

What You Will Learn in This Episode:

✅ How credit unions can use storytelling and podcasting to build trust, emotional connection, and brand relevance beyond traditional financial marketing.

✅ What small credit union leaders must consider when facing sustainability challenges, including when a merger may be the most member-focused decision.

✅ Why authentic, hands-on community engagement matters more than surface-level philanthropy and how it strengthens long-term relationships.

✅ How fintech innovation can coexist with mission-driven values, allowing credit unions to modernize without losing their “people helping people” identity.

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TIMESTAMPS:

00:00 Welcome to Credit Union Conversations

01:14 Meet Josh Rodriguez

05:16 Life lessons from running a small credit union

07:20 Deciding to merge: putting members and staff first

09:41 West Community Credit Union’s mission and community focus

11:00 Active engagement vs. check-writing philanthropy

13:43 Why credit unions should invest in podcasting

15:44 Audio storytelling and the Banking On You Podcast

19:05 Why credit unions struggle to tell their story

22:33 Josh’s role: FinTech & Mission Integration explained

26:03 Advice for small credit unions today

29:18 Rethinking community involvement

30:00 Where to find Josh and West Community Credit Union

KEY TAKEAWAYS:

✅ Authentic storytelling is a strategic advantage for credit unions. Members connect more deeply with real stories than product-driven messaging. Through podcasting and audio storytelling, credit unions can highlight real community impact, humanize their brand, and differentiate themselves in an increasingly crowded financial services landscape.

✅ Podcasting creates emotional connection at scale. Unlike ads or social posts, podcasts allow credit unions to slow down, go deeper, and engage listeners in meaningful conversations. Josh shares how West Community Credit Union’s Banking On You Podcast focuses on community narratives rather than promotions—building trust and