MAX Credit Union’s Member-Focused Innovation
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On the latest episode of the Shared Accounts With CU Times podcast, MAX Credit Union Chief Information Officer Dale Watkins reflected on his two decades in credit union technology and how member needs continue to drive his team’s work.
Watkins emphasized that technology at MAX is never about adopting trends for their own sake but about creating purposeful, member-focused solutions. He pointed to the “My Offers” platform, a digital storefront designed to personalize products and services, as a prime example.
The tool has delivered strong feedback from both members and staff, showcasing how data analytics can be used securely to tailor financial offerings.
He also addressed balancing convenience with cybersecurity, fostering a culture of innovation and the transformative potential of AI, open banking and digital ID verification.
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