About Heidi Kassab

Heidi is the President/CEO having spent her entire career working for Credit Unions. Her true passion is people- the members that entrust their finances to the credit union, the community that relies on the services we provide and the employees that make all things possible. Heidi has over 25 years of credit union experience. From her first job as a high school co-op student, credit union auditor and finally credit union executive. This experience enabled her to understand all areas of operations, key performance metrics, strategic thinking and development of staff. Having earned industry-specific awards like the Raddon Crystal Award, Bauer 5-Star Rating Awards and personally named as Crain's 40 under 40 in 2004 and Crain's Notable Women in Finance in 2018. Being most proud to be named Crain's Cool Places to Work for the past three years - a true measure of an institutions worth is how they are viewed by their team. I focus on stable growth and responsible lending, committed to the financial health and wellbeing of our members. I would describe myself as collaborative, forthright, agile and able to innovate. I also believe in winning. My value proposition is worthy, and creating positive energy and confidence is contagious. Communication is critical to ensure everyone shares a common vision and and can focus on priorities. Communication must be open and honest in order to create strong employee engagement and organizational success. It all starts with people - they are our greatest resource. Other financial institutions offer the same products, but our differentiator is the people that work with our members. I believe they need to be well-trained, empowered and engaged. Strong leadership that embraces continuous feedback and measurement leads to organizational growth and improvement. Members first, employees always.