90-days to Innovation:
Turning Insight into Action for Credit Unions
At Community Financial, we believe in the power of cooperative finance. And our beloved credit union industry is a unique one, because credit unions are built to care. We know our members, adapt constantly, and find creative ways to deliver… But when it comes to innovation, the path forward can get murky. Research turns into reports that never see daylight. Great ideas get stuck in committees. Teams lose momentum.
We figured that if we’re seeing it, then others are too. So, we gathered our greatest strategy minds together in a room and set out to change it. For us. And for our fellow credit unions.
Our Room (39)a CUSO was created to change that.
Here’s how Room (39)a works: every 90 days, the CUSO takes on a new challenge. The team listens deeply to members and non-members through interviews and focus groups, getting to the heart of what they need (and what’s missing). Then, they put out a call to fintechs, CUSOs, and innovators to pitch possible solutions. Together, all involved co-design a pilot and launch it with member credit unions. Fast. Focused. Real.
This 90-day innovation cycle is what sets Room 39(a) apart. The team doesn’t just “talk innovation.” They build it, test it, and learn from it. Every cycle keeps the insights gleaned grounded in real member experiences while moving credit unions forward at a pace that matches today’s industry shifts.
Right now, Room 39(a) is diving into one of its most impactful topics yet: how credit unions can support members during end-of-life planning and loss. For many credit unions, exploring sensitive life moments like this can feel overwhelming or outside their comfort zone. That’s where Room (39)a comes in—creating the space, process, and partnership to navigate these complex conversations with care and clarity. From managing accounts to helping with the emotional and logistical burdens, this is a human moment where credit unions, by their very nature, can make a real difference. The compassionate research is truly exploring and learning what feels overwhelming, what feels most important, and how members would trust their credit union to show up for them.
Innovation needs room to happen. At Community Financial, we built one.
Room 39(a) is born from a simple belief: strategy should be active, not abstract. Credit unions don’t need more research that sits on a shelf. They need a space where they can collaborate, test bold ideas, and move forward with clarity and confidence. That’s what Room (39)a is designed to be.
Even the name—Room (39)a—is inspired by those hidden rooms where real decisions get made. Because information without motion isn’t enough. It exists to help credit unions lead with clarity, design with empathy, and turn big ideas into real-world impact.
Tackling the big, hairy issues that make true impact.
This room, brimming with relentless curiosity, third-party objectivity, and a dedication to the member journey, enables us to surface insight into life experiences that others may find thorny or impossible. And our milestones regarding end-of-life planning are only the tip of the iceberg.
The team recently completed research on how credit unions can support women during financial decoupling—especially after divorce or separation. Now, they’re piloting solutions that combine empathy and practical tools to help women regain financial footing. Before that, our strategists and thinkers even partnered with survivor-led organizations to explore how credit unions can assist members leaving abusive relationships. These are complex, human stories—and we’re proud that Room 39(a) has resulted in real solutions that respond with care and action.
Ready to turn ambition into action? Meet our friends at Room 39(a).
We believe that the future of credit unions belongs to those who listen deeply, design boldly, and act swiftly. The experienced experts at Room 39(a) are primed to help you make that happen.
Turn ambition into action. Kick off your 90-day sprint. Reach out at Room39a.com.
CURIOUS? EXPLORE MORE:
COMMUNITY FINANCIAL CREDIT UNION
ROOM 39(A) CUSO