Artificial intelligence is no longer a “someday” tool—it’s here, reshaping how credit unions serve members. This episode dives deep into how TruStage Ventures’ portfolio companies, including Clutch, are using AI to:

• Streamline lending and deposit processes

• Personalize member experiences

• Help credit unions balance growth, efficiency, and fraud prevention

Sam Das explains how TruStage Ventures has grown from a handful of investments to a portfolio of 50+ fintech innovators, deploying over $400 million to drive credit union modernization. Chris Coleman shares how Clutch’s journey from online car sales to a CUSO serving over 140 credit unions has sharpened its focus on making financial products faster, easier, and more member-friendly.

From Friction to Fluid: Transforming Lending and Deposits

The old challenge: lending and deposit operations often worked in silos, requiring members to re-enter information and navigate multiple systems.

The Clutch approach: merge both sides of the balance sheet—lending and deposits—into a single, member-centric process. This eliminates duplicate steps, reduces fraud checks, and enables cross-selling in real time.

Chris describes it as recognizing the “seesaw effect” of credit union operations. When lending demand is high, deposits matter less. When deposits become scarce, the focus shifts. AI helps credit unions dynamically adapt, ensuring they can serve both needs without compromising member experience.

Real AI Use Cases That Deliver Results

While “AI” can feel abstract, Clutch and other TruStage portfolio companies are already putting it to work in tangible ways:

1. Automating Routine Follow-Ups

AI tools can read loan origination systems (LOS) and handle document collection requests, reducing staff workload. In some pilots, AI now collects 80% of required documents, freeing humans to focus on high-value conversations.

2. Personalized Product Recommendations

If a member doesn’t qualify for a personal loan, AI can explain alternative products—like a secured loan or HELOC—clearly and in context, increasing conversion opportunities.

3. Smarter Member Outreach

Credit unions can combine core, CRM, and LOS data to craft hyper-personalized communications that resonate far more than generic “want a loan?” messages.

Balancing Risk and Opportunity in AI Deployment

AI adoption doesn’t have to be an all-or-nothing leap. Both Sam and Chris emphasize starting with low-risk, high-reward areas:

• Internal employee tools to speed up policy lookups and answer FAQs

• Training simulations where AI plays the role of a member to improve staff readiness

• Controlled member-facing pilots in lending or deposits, with clear guardrails

Risk management is critical in regulated industries. Large language models (LLMs) are non-deterministic, meaning they may give different responses to the same input. Building strong “guardrails” ensures AI doesn’t stray into unsafe territory.

The Data Foundation for AI Success

One recurring challenge: credit union data often lives in disconnected silos. AI can only be as effective as the data it has access to.

Sam notes that solutions like Architecture’s data warehousing platform can unify core, LOS, CRM, and other system data into a single source of truth. This enables AI to:

• Deliver real-time personalization

• Identify cross-sell opportunities at the moment of need

• Improve fraud detection by spotting patterns across institutions

There’s even potential for industry-level collaboration—especially on fraud prevention—by sharing data securely between credit unions.

Why Credit Unions Can Win with AI

Chris sees a clear advantage for credit unions once technology levels the playing field. If every financial provider can deliver fast, personalized service, the credit union’s superior products and member-first mission become decisive advantages.

The challenge is execution—credit unions may not have the same tech teams as megabanks or fintechs, but partnerships with innovative vendors can close that gap quickly.

Stream the Episode to Learn More

Listen to the full conversation to hear:

• Efficiency in action – How AI pilots are cutting staff workload by up to 80% on certain tasks

• Hyper-personalization – Using AI to match members with the right product at the right time

• Strategic data moves – Why fixing your data foundation is the first step to meaningful AI adoption

Sam Das and Chris Coleman are not affiliated with or endorsed by ACT Advisors, LLC.