Better Service and Less Cost through Digital w/ Amy McGraw of Tropical FCU

Behind the Vault Episode 6

The deliberate approach Tropical took to win with members and save money in the process

In this episode, we look at lessons learned from radically embracing a digital-first experience. Amy McGraw, VP of Marketing and Chief Experience Officer at Tropical Financial Credit Union, shares insights from their journey and the hard choices success demands.

Highlights from our discussion:

  • Putting personalization first and the ability to break out of traditional marketing cadences.

  • The importance of technical partners inside and outside the organization and the role Fintech and CUSOs play.

  • Making the decisive and hard choice between physical and digital presence.

  • The critical role core banking providers play

  • The tactics for providing a personal experience and keeping a “people helping people” mindset in a digital-first organization

  • The overlooked key capabilities in organizational change management essential to success

For more information about Tropical Financial Credit Union and its innovative approaches to customer experience, visit

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This is Behind the Vault: Conversations with Customer-Driven Bankers, the podcast dedicated to empowering CEOs, Presidents, and CMOs in the community banking and credit union industry. In this digital era, your role as a leader in these financial institutions is more crucial than ever. Join us as we explore the stories, strategies, and successes of fellow industry leaders, providing you with actionable insights to drive your institution toward unparalleled success.

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