In what is a recurring feature, Finopotamus spotlights innovative women who are positively impacting technology applications in the credit union industry, and beyond. For this issue, we visited with Andrea Argueta, lead of financial institution advisory at the New York City-based Glia.
By W.B. King
Beginning her career in sales and publishing, Andrea Argueta was drawn to the credit union movement because its motto of “people helping people” uniquely intersected with technology. In 2017, she began a nearly seven-year run with IDB Global Federal Credit Union, where she held several positions, including marketing and training specialist, director of member experience, and finally, chief operating officer.
“This ignited my interest in tech. I saw the possibility for the right tech to help us fulfill our mission of ‘people helping people’ in our global community,” she told Finopotamus. “I helped drive our digital transformation efforts, which included a core conversion, online banking enhancements, a website redesign and the introduction of Glia.”
These initiatives, she added, were particularly critical because the credit union serves members across 75 countries. “Through our digital overhaul, we were able to better support and interact with all of our members, including those that never visited the branch.”
By 2021, she joined Glia as its senior customer success manager and credit union specialist. “After seeing the difference it makes to have the right platform helping people, I wanted to help other credit unions experience that,” she said, adding that she assumed her current role as the company’s lead of financial institution advisory in early 2024.
Glia, which serves more than 600 financial institutions, employs more than 350 associates. With the goal of redefining how companies interact with their customers, the company offers a customer interaction platform across call center, digital, web and artificial intelligence (AI) automation.
Encouraging Broader Inclusivity
Over the last 15 years, Argueta said technology departments, on average, are adopting new solutions more quickly, driven by the need to meet evolving service expectations.
“Today, there is also a much larger focus on ensuring the technology deployed delivers real value and ROI, not just making things faster,” she noted. “I’ve also noticed a shift in selecting technology with not just the member in mind, but employees as well. After all, happy, engaged employees directly translate into better service experiences which drive member loyalty.”
Diversity within the industry is another welcome change, Argueta said, pointing to organizations such as National Association of Latino Credit Union Professionals and CU Pride that are gaining traction and encouraging broader inclusivity.
“I’ve [also] seen an uptick in women working in tech. It has been encouraging to witness not only an increase in women in the field, but an overall shift toward greater diversity,” she told Finopotamus. “This diversity brings different perspectives to the table, which is crucial for better supporting underserved communities and ensuring that technology and financial services are accessible and inclusive for all.”
A Responsible Approach to AI
As is the case with most tech professionals, AI and how it can positively impact credit unions and membership through operational efficiencies, is top of mind, she said.
“By leveraging AI to handle back-office tasks and act as a co-pilot to agents, credit union teams can devote more time and attention to fostering deeper connections with members,” she continued. Not all AI solutions, she cautioned, are created equal.
“Credit unions should prioritize embracing a responsible approach to AI, looking for solutions that are safe, turnkey and proven,” she said. “Such an approach allows them to minimize risk, while driving innovation and enhancing the member experience.”
“This is being done to streamline transactions and enhance self-service capabilities, while also focusing on improving member interactions,” she said, adding that consolidation helps to unify member interactions, while eliminating data and context gaps that exist with legacy, siloed systems. “It also makes for more powerful data and strategy because insights are interconnected across channels and functions.”
Another challenge for credit unions, she noted, is maximizing the technology investments they have made to date. “It's not just about implementing technology; it's about setting clear goals, establishing KPIs (key performance indicators), and measuring adoption and effectiveness,” she continued. “This holistic approach ensures that both members and credit union teams benefit from tech enhancements.”
Making a True Difference
As a former credit union executive, Argueta understands the credit union ethos and how deeply executives care about membership. This approach, she said, correctly informs how and why they invest in technology.
“Credit unions are committed to empowering employees and to better serving members,” she said. “They will go the extra mile to strike the right balance between automation and the human touch.”
Recognizing that credit unions cannot always make it alone, she said partnering with like-minded fintechs fosters community growth. Finding a fintech that understands the credit union ethos is the difference between finding an everyday vendor or a lifecycle partner.
“In my role as an advisor to credit unions at Glia, I meet with prospects and current clients to talk through what’s on their strategic plan, what challenges they’re currently facing and what solutions can best meet and serve their needs,” she said. “It’s about finding fintechs that truly care about the mission and goals; that’s when a true difference can be made.”
Comments