Two giants of the credit union movement have joined forces for a new consultancy to help CUs improve member experience, boost member and staff capacity and optimize community development.

Known as cu.difference, the consultancy is the brainchild of Lois Kitsch and Mark Lynch, who together have more than 80 years of experience in the credit union movement. The firm aims to help credit unions — and organizations that support CUs — use the credit union difference to improve consumers’ lives.

Lois Kitsch, NCUF
Lois Kitsch, national program director, NCUF

“Over the past several years, Mark and I have been a part of the National Credit Union Foundation team,” Kitsch said in a statement. “Together, we would like to use our experience and expertise to further the work of the Foundation while taking on projects that are of particular interest to us. I am excited about this new adventure, and this new-found time will allow me to do far more global work.”

The pair will reportedly use their experience to help credit unions develop strategic plans that focus on both business and social goals, assist with the creation of training development programs that will help teams understand the credit union difference, and provide presentation opportunities to help credit unions create a long-term vision to incorporate the credit union difference into their culture.

“I’m excited to be working with Lois on this new business venture,” said Lynch. “Having seen what happened to credit unions in Australia, where ‘the credit union difference’ was overwhelmed by the desire to focus predominantly on the business strategy, I am passionate about helping credit unions in this country value the credit union difference and use it to better serve their members in a way that supports the business strategy.”

More information is available at

Mark Lynch, National CU Foundation
Mark Lynch, former senior program manager at the National CU Foundation and one of the principals behind the consultancy cu.difference.

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