Celebrating the Stories and Impact of Main Street’s Financial Champions
SEATTLE, Aug. 14, 2025 /PRNewswire/ — GoWest Credit Union Association is proud to announce the finalists for the 2025 MAXX Awards, which honor credit unions across the region that have made significant contributions to the development and growth of the Movement. These awards celebrate the incredible ways credit unions serve their members and employees, uplift local communities, and live out the mission of “People Helping People” on which the Credit Union Movement was founded.
From collaborative housing initiatives to life-changing member service, this year’s finalists exemplify the Credit Union Difference: where impact is measured in lives improved, not profits.
“Our MAXX Awards are about more than recognition, they’re about honoring the heart of the Credit Union Movement,” said Troy Stang, President and CEO of GoWest Credit Union Association. “Every finalist represents a powerful example of what it means to invest in Main Street. Whether helping a single mom buy her first home or teaching teens how to build credit, these credit unions are making a real difference.”
The finalists were selected by a 44-member panel of credit union leaders from across the six-state region. Winners will be announced during the GoWest MAXX Convention in Portland, OR on October 16.
2025 MAXX Award Finalists:
(Finalists listed alphabetically by category)
Cooperation in Action
BECU, Salal Credit Union, Sound Credit Union, Verity Credit Union, WSECUIn 2021, these five Washington credit unions came together in support of the Seattle Foundation’s creation of the Evergreen Impact Housing Fund (EIHF). In June 2025, Solera Apartments opened in Renton, Wash., providing 277 affordable units that will provide housing for working families who can’t afford the region’s rising rents.
Central Willamette Credit Union, Columbia Credit Union, Fibre Federal Credit Union, First Tech Federal Credit Union, Forrit Credit Union, InRoads Credit Union, iQ Credit Union, OnPoint Community Credit Union, Oregon State Credit Union, Red Canoe Credit Union, Rivermark Community Credit Union, Unitus Community Credit UnionFor 25 years, CU4Kids Northwest Classic golf tournaments have been one of the largest credit union-sponsored events supporting CMN Hospitals, having raised more than $17.3 million at the tournament since its inception in 2000. From June 1-30, 2025, the 12 credit unions launched a new initiative to expand the CU4Kids campaign via a pop-up on their online banking platforms, allowing more than 1 million members to donate directly to CU4Kids.
SnoCope Credit Union, NW Plus Credit Union, Community Healthcare Federal Credit Union, Mill Town Credit Union, MountainCrest Credit Union, Nordstrom Federal Credit UnionThroughout April 2025, six credit unions engaged their members, the public, and media to support Dawson Place Child Advocacy Center — an organization dedicated to healing and justice for Snohomish County’s most vulnerable children and teens dealing with physical and sexual abuse. The effort resulted in $10,200 raised in cash donations, approximately $7,800 in supplies donated, and 12+ new monthly donors secured, sustaining long-term support.
Community Impact
Colorado Credit Union, ColoradoIn 2025, Colorado Credit Union launched the EmpowerHER Financial Literacy Program, a targeted initiative designed to support women served by Dress for Success Denver (DFSD). The EmpowerHER program curriculum focuses on essential personal finance fundamentals, including budgeting and credit management, facilitated by Colorado Credit Union staff through a series of in-person workshops. Upon completion, participants are eligible join Colorado Credit Union as members and receive a funded $500 secured credit card.
STCU, WashingtonSince November 2023, STCU has hosted 97 FAFSA assistance events in 18 branches, supporting 141 students and families who reside in Washington and North Idaho. Staff helped high school students, adults heading back to school, and parents wishing to start their own educational journey.
Verity Credit Union, WashingtonLaunched in 2017, Verity Credit Union’s Microgrant Program delivers unrestricted funding to nonprofit organizations whose work benefits historically underserved communities across Washington state. To date, the Microgrant Program has provided more than $202,000 in unrestricted funding to 68 grassroots organizations. Also, in 2024, Verity announced funding support for four affordable housing projects in the Puget Sound region, reinforcing its commitment to expanding homeownership opportunities.
Employee Experience
Credit Union West, ArizonaCredit Union West has been named a ‘Top Company to Work for in Arizona’ for the 12th year in a row (2013-2024) by BestCompaniesAZ and awarded the ‘Best Credit Union to Work For’ award from American Banker in 2024. Employee programs include: CU West Academy, with over 4,500 courses that can be completed during “DIY Wednesdays” when the entire organization sets aside two hours for professional development; tuition reimbursement for continued education; professional development opportunities; and the BRAVO program, which awards points that can be converted to gift cards and prizes.
Pioneer Federal Credit Union, IdahoPioneer’s monthly “Give Back Bingo” empowers team members and cultivates growth. Half of the pot goes to a lucky winner, and the other half goes to a local 501(c)(3) nonprofit or a credit union-sponsored initiative of their choice. The credit union also hosts “Live After 5” events to create inclusive experiences for team members, their families, and friends.
Rogue Credit Union, OregonRogue Credit Union launched Rogue Thrives, an employee wellness program with a multilayered approach to address team members’ physical, mental, and financial well-being. The platform is easy to access and fun to engage with — 62% of employees participated.
Member Program
Gesa Credit Union, WashingtonGesa’s High School Credit Union (HSCU) Program is designed to bring financial education and real-world banking experience directly into high schools. With 18 student-run branches across Washington state, the program gives students hands-on experience as tellers, marketers, and peer financial educators. Across the 18 branches, 100–200 students are trained and mentored annually, 12,000+ students are reached through peer-led financial education events, and 1,500 students completed Gesa’s annual Campus Branch Financial Literacy Challenge.
OnTap Credit Union, ColoradoIn 2024, On Tap Credit Union launched Money Hacks, a holistic financial literacy program designed to engage tech-savvy younger millennials and older Gen-Z members. The goal was to provide a digital-first experience, allowing members to understand the big picture of their money through engaging, personalized content before transitioning to 1:1 coaching. A total of 196 coaching meetings were scheduled as a result of the campaign.
Unitus Community Credit Union, Oregon
Unitus Community Credit Union launched the Unitus Rewards Program in response to the growing financial reality that many Americans lack adequate emergency savings. Unitus Rewards is a seamless, automatic benefit that rewards members for everyday spending. Without any tracking requirements, members receive daily deposits into a high-yield Rewards Savings account just for using their debit or credit card. With an optional Round-Up feature to boost savings further, the program makes financial progress simple and inclusive. Since launch, more than 16,000 members have earned $1.1 million in rewards across more than 3 million transactions — plus $275,000 in extra savings from Round-Up.
To learn more about the MAXX Awards and this year’s finalists, visit this webpage.
About GoWest Credit Union Association
GoWest Credit Union Association is the trade association representing credit unions in Arizona, Colorado, Idaho, Oregon, Washington, and Wyoming. GoWest advocates on behalf of nearly 300-member credit unions, and their 17.4 million consumer members.
Contact:Madlynn Schreibvogel, Vice President, Public Relations
303.513.3765
[email protected]
SOURCE GoWest Credit Union Association