Client Advocacy

Client Advocacy

"Be mindful that the real enjoyment in banking comes from helping people and building an organization. So, be an advocate, not an order taker.  Help people any way you can, even if there is no immediate return for you.   Also, adopt an entrepreneurial spirit. Be bold, innovative, and take some measured risk.”

— Roy Hellwege, President, Central Florida Region

Client Advocacy is a set of principles that guide how we serves our customers, our employees, our community, our partners, and our shareholders.  We consider all of these stakeholders to be our clients, because we share common interests related to the credit union.

In fact, the most important application of Client Advocacy principles is that we put ourselves in the shoes of our clients and then go above and beyond to further their interests.  We believe that in the long run, this client-centered approach produces the greatest benefits for all.

We seek long-term, mutually beneficial relationships with individuals, their families, and their businesses.  So, we put our customers at the center of everything we do—our hiring, our products, our services, our operations, our training, and our strategic decisions.  We seek what is best for our customers.

Our culture of advocacy extends to our community.  We actively seek opportunities to bring together company owners, community leaders, and professionals for networking and education, as a catalyst for new business opportunities and alliances.  As a credit union, we believe that it is our responsibility to do what we can to foster prosperity within the business community in which we live and work.

Our employees are the champions of our client advocacy culture.  They’re rewarded for teamwork and knowledge-sharing across all service lines and departments—with the explicit goal of positively impacting the customer experience.