ULEND Academy®: an educational investment that helps credit union staff become better consultants

In these lender workshops, your team can expect to:

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Grow Lender Skills

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Improve Member Service

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Engage in Interactive Training

Participants learn how to make the shift from transactional to consultative during the loan event by focusing on the member and improving the overall lending experience. The workshop offers interactive hands-on learning and participants walk away with practiced skills they can apply immediately.

The tools I took away from the academy will not only improve my skills as a lender, but will also improve our member relations at the credit union. Thank you, ULEND Academy.1

ULEND Academy graduate

Member expectations are evolving rapidly and it’s vital for credit unions to keep up, meeting and exceeding expectations. ULEND Academy’s curriculum helps credit unions deliver exceptional member experiences.

Interested in more information about ULEND Academy workshops? Let us know, and we’ll be in touch with more details.

Workshop Facilitators

Headshot of Becky Genasci-West

In our digital age, we’ve gotten away from what credit unions do best – people helping people. ULEND Academy brings us back to the foundation of creating lasting member relationships, as well as educating lenders on the art of creatively structuring sound loan solutions to truly meet members’ lifestyles.

Becky Genasci-West
CUNA Mutual Group

Lisa Piper-English

There has never been a more remarkable time to be engaged in the credit union environment. ULEND Academy contributes to a credit union’s ability to own and share it’s unique compelling message. This ability, to communicate value, has the potential to catapult a credit union to serve and satisfy members like never before.

Lisa Piper-English
CUNA Mutual Group

Workshop Curriculum (available both live and virtually)

Social Savvy

  • Recognize personal style and how it is perceived by others
  • Identify other styles and comfortably interact with members
  • Deliver targeted communications for the appropriate medium and context

Plan & Prep

  • Utilize the information from your core system
  • Identify what to look for to analyze the needs of your member
  • Prepare when there is no time to plan


  • Uncover member needs with targeted questioning strategies
  • Identify the life stages & goals of your members
  • Review the credit report and positively influence the member’s score

Structure the Loan

  • Calculate & effectively use basic ratios that apply in lending
  • Identify the 5 C's of credit that translate to risk
  • Use compensating factors to build a loan that will be approved for all members


  • Recognize opportunities to take smart risks
  • Utilize the 5 C's of credit when analyzing the loan application
  • Formulate alternatives that positively impact loan decisions

Present the Right Solution

  • Connect products and services to members' needs and life stages
  • Build creative options/personalized packages for every member
  • Find ways to say yes to the member

Close with Purpose

  • Personalize the experience to the unique needs of the member
  • Make appropriate referrals and follow-up as needed
  • Set expectations to connect with the member on future opportunities

Hands-On Application

  • Apply the skills immediately during hands-on learning
  • Receive immediate feedback from real-time coaching
  • Discuss how each step of the member experience applies across the various lending channels

Coming Workshops

February 9 - 11
Virtual Custom Workshop
Atlanta, GA
*not open to outside registration

February 23 - 25
Virtual Custom Workshop
Atlanta, GA
*not open to outside registration

March 2 - 4
Virtual Custom Workshop
Atlanta, GA
*not open to outside registration

March 9 - 11
Virtual Custom Workshop
North Liberty, IA
*not open to outside registration

March 16 - 18
Virtual Workshop, North & South Carolina
Carolina's Credit Union League
*see league website for registration

March 23 - 25
Virtual Workshop, Pennsylvania
CrossState Credit Union Association
*see league website for registration

April 6 - 8
Virtual Workshop, Wisconsin
Wisconsin Credit Union League
*see league website for registration

April 13 - 15
Virtual Workshop, North & South Dakota
Dakota's Credit Union League
*see league website for registration

April 27 - 29
Virtual Custom Workshop
Dubuque, IA
*not open to outside registration

May 4 - 6
Virtual Custom Workshop
Knoxville, TN
*not open to outside registration

May 25 - 27
Virtual Workshop, Greater New England area
Cooperative Credit Union Association
*see league website for registration

1Credit Union Association of the Dakotas, “ULEND Academy Wraps Up in Sioux Falls”, May 10, 2019. CUNA Mutual Group is the marketing name for CUNA Mutual Holding Company, a mutual insurance holding company, its subsidiaries and affiliates.