PORTLAND, Ore.—The GoWest Credit Union Association opened MAXX 2025 Tuesday with new initiatives to strengthen small credit unions, expand board leadership support, and rally industry unity amid sweeping regulatory, technological, and leadership changes.
The annual conference—drawing professionals from across the GoWest region and beyond—comes as credit unions navigate the rise of AI and stablecoin technologies alongside shifting member expectations.
“It’s an honor to welcome so many colleagues, friends, leaders, and advocates to MAXX for a Portland takeover,” said Troy Stang, president and CEO of GoWest. “We are putting MAXXimum focus on honoring the dedication to the cooperative model of finance that credit unions uniquely bring to the industry. Across our GoWest footprint, credit unions serve nearly 18 million consumers, small businesses, and community partners and that is something to celebrate.”
In the kickoff of the event, Stang announced new initiatives and expanded work in specialized areas for board members, small credit unions and a call for unity in the movement at large. He drew parallels between the city of Portland’s own story of reinvention and the revitalization efforts happening on Main Streets across the GoWest region.
“There’s something truly poetic about being right here in Portland. A city that has uniquely known pressure, disruption and doubt over the years; similarly, credit unions are revitalizing Main Streets everywhere,” Stang told attendees. “Despite significant change in the industry, credit unions are driving real impact on issues like affordable housing, financial access in service deserts that other institutions have forgotten, and inclusive growth that prioritizes equity, innovation, and economic opportunity.”
Stang added that GoWest is listening to member credit unions and launching and expanding association services in response.
“New expectations and requirements for board members have changed the dynamic for leaders. VisionBoardis raising the bar for credit union boards; because the future demands leaders who are not just present, but prepared, and one of the most important places that happens is in the boardroom. This comprehensive and cost-effective training and conference will set boardrooms up for long-term success,” he said.
Stang noted that small credit unions have spoken about the regulatory burden, staffing needs, and other challenges they face.
GoWest has hosted dedicated programming and support for small credit unions, but there is a clear need for more resources, training, and funding for small credit unions to thrive. Size isn’t a limit to realizing the mission and GoWest understands the value and importance of small credit unions in their communities, the league said.
“GoWest is leading the conversation and work in building public trust and relevance. GoWest is launching a new way for credit unions to show up and represent themselves, take the tough questions and focus on their impact and reputation. Shifting conversations and expectations from legislators and the public mean credit unions have to show up and give data-backed, humanized information, rather than rely on good intentions,” the league said.