You know that warm fuzzy feeling you get when someone goes out of their way to help you? Credit unions have turned that into an entire business model.
And the finalists for GoWest Credit Union Association’s 2026 MAXX Awards? They’re taking “People Helping People” to a whole new level.
GoWest just announced which credit unions are in the running for these prestigious awards, and the stories behind these finalists are genuinely impressive. We’re talking about institutions that helped hundreds of families buy homes, jumped into action during natural disasters, and created workplaces where employees actually want to show up on Monday mornings.
“These finalists brought the ‘People Helping People’ philosophy to life whether by working individually or through collaboration with other credit unions,” said Troy Stang, President and CEO of GoWest Credit Union Association. “They helped hundreds of people achieve the dream of homeownership, provided disaster relief when their communities needed it most, worked with members to pay down debt, and empowered credit union employees to thrive, grow, and serve their members.”
A 45-member panel of credit union leaders from across GoWest’s six-state region selected these finalists. The winners in each category will be revealed at the GoWest MAXX Experience on October 9 at the Gaylord Rockies Resort in Denver. Mark your calendars.
Community Impact: When Credit Unions Step Up for Their Neighbors
This category spotlights credit unions that took social responsibility seriously through lending programs, charitable giving, multicultural services, or initiatives that genuinely improved financial well-being in their communities.
SELCO Community Credit Union launched “SELCO Steps Up,” an employee-driven program that pumped $450,000 back into Oregon communities. The results? Fifty-two new homes developed, plus hundreds of thousands of dollars in grants supporting teachers, classroom makeovers, and scholarships. Not too shabby.
TAPCO Credit Union created “Financial Well-Being for All,” teaching financial education to middle schoolers about the real-world consequences of everyday money decisions. When they learned that 2,500 local students were experiencing homelessness, they didn’t just shake their heads sadly. They partnered with community organizations to tackle the debt that leads to eviction and established a grant program that helped dozens of students open their first savings accounts.
WECU responded to a devastating flood that impacted 78,000 Whatcom County residents by creating the “Flood Relief Assistance Program.” They deferred loan payments, helped members explore mortgage forbearance options, and offered low-interest loans to affected local businesses. They even gave employees paid time off to volunteer for flood cleanup. That’s putting your money where your mouth is.
Cooperation in Action: Better Together
This category celebrates what happens when credit unions join forces. Turns out, collaboration creates some pretty amazing results.
Arizona Credit Union Week brought together 18 credit unions for a week-long service marathon last October. Every single day, they tackled different community needs—supporting local retailers, cleaning up school grounds, preparing emergency food boxes, and making donations to nonprofits. The participating credit unions were Aero Financial Credit Union, Alhambra Credit Union, Arizona Central Credit Union, Arizona Financial Credit Union, Copper State Credit Union, Credit Union West, Desert Financial Credit Union, First American Credit Union, First Credit Union, Hughes Federal Credit Union, Landings Credit Union, OneAZ Credit Union, Pima Federal Credit Union, Pinal County Federal Credit Union, SunWest Credit Union, TruWest Credit Union, and Vantage West Credit Union.
Forrit Credit Union and Point West Credit Union teamed up to host Bite of Reality Fairs at several Portland, Oregon schools. Through their partnership, volunteers donated more than 200 hours and gave 300 students hands-on, real-life budgeting experience. Because nothing teaches you about money like pretending to pay rent and buy groceries on a limited income.
Tucson Welcome Home saw five credit unions and the GoWest Foundation tackle housing affordability head-on. Their program offers 100% financing, no private mortgage insurance, no origination or application fees, and competitive fixed-rate interest. The impact? Seventy-six loans already approved, with hundreds more in the pipeline.
Employee Experience: Building Workplaces People Actually Love
This award recognizes credit unions that intentionally built thriving workplace cultures by investing in employee growth, fostering real engagement, and providing the tools people need to succeed.
iQ Credit Union is developing the next generation of credit union professionals through a network of eight high school branches. More than 150 students get to conduct actual transactions and experience what it’s like to work in a credit union. Students can apply for internships paying $19.50 an hour, and professional development days give them a deeper dive into financial careers. Starting them young? Smart move.
On Tap Credit Union created “Policies and Brew-cedures” (yes, really—and we love it). New employees receive personalized gift baskets and ongoing opportunities to connect with colleagues and leadership. The experience grounds everyone in On Tap’s “KEG of Excellence” culture, defined by being kind, engaged, and genuine. More than 90% of employees have participated, leading to a thriving workplace culture and high-touch member service. Their process net promoter score jumped by more than 10% as a result.
Seattle Credit Union introduced the “Fixed Term Assignment” program, focusing on how they hire, onboard, and develop talent. In just two years, their employee net promoter score skyrocketed from +4 to +27, and turnover dropped by 30%. Those aren’t just numbers—that’s a cultural transformation.
Member Impact: Making a Real Difference
This award celebrates credit unions that demonstrated exceptional, measurable member impact through intentional actions, programs, or strategies that produced tangible benefits.
Minnequa Works Credit Union launched the “Funding Futures” grant program, giving entrepreneurs early access to capital and a credit union partner who believes in them. The program awarded more than $45,000 to 20 local businesses, proving that sometimes all someone needs is a chance.
Rivermark Community Credit Union created the Financial Wellness Capacity Partners Network. Recognizing that 42% of Oregon households struggle to make ends meet, Rivermark goes beyond traditional banking by connecting families with resources to pay utility bills, find housing, and address food insecurity. The network has helped members better manage more than $800,000 in debt, and 800 people have started investing.
Verity Credit Union hosted Community Cares events last November to help members and non-members navigate the financial impact of a government shutdown and reductions in federal benefits. Two hundred families participated, receiving $250 gift cards, financial check-ins, and connections to other helpful community resources. When people needed help, Verity showed up.
Storytelling With Purpose: A New Category for 2026
This fresh addition to the awards program celebrates credit unions demonstrating leadership in storytelling and media engagement that raises awareness about what makes credit unions different and highlights the distinct value of the cooperative model.
P1FCU created the “Making Sense of Money” podcast and “Basecamp Newsletter,” rewriting the narrative on financial education by featuring voices of real community members sharing their stories and financial journeys. Listeners and readers found relatable information about fraud prevention, meeting savings goals, and opening small businesses. Authentic voices telling real stories? That’s how you connect.
Tucson Federal Credit Union launched “Proudly Tucson,” a paid and earned media campaign that focused less on loan rates and more on their 90 years of commitment to and impact in the community. Their Super Bowl paid media generated more than 1.2 million impressions. Local media extensively covered their community giving, and leadership was featured in national news stories throughout the year.
Westerra Credit Union told stories celebrating their history as a financial education credit union and their ongoing commitment. When Colorado legislators considered a bill requiring high schools to teach financial education, Westerra showed lawmakers the impact of their longstanding in-school financial literacy workshops and school grant program. Their advocacy earned coverage in 18 local newsletters and a national Forbes article.
And There’s More
Beyond announcing category winners at the October 9 event, GoWest will also reveal the top advocacy credit unions across their six-state region. Four outstanding individuals will be recognized as well: Young Professional, Distinguished Director, Summit Advocate, and Summit Icon.
The credit union movement has always been about people helping people. These finalists prove that philosophy isn’t just a catchy slogan—it’s a commitment to action that changes lives, strengthens communities, and reminds us what financial institutions can be when they actually put people first.