Half the battle of being a credit union leader is finding the right partners
The Credit Union Connection and Solution Playground, both mission-aligned organizations that serve the credit union movement and its business partners, haven entered a strategic partnership to help expand credit union leaders’ knowledge of their business partner options.
The Credit Union Connection is the fastest growing educational and media outlet in the industry, reaching 22,000+ credit union professionals. From its branding to its chock-full career and events sections to advocacy and PR opportunities for credit unions, The Credit Union Connection lives to serve the credit union community DIFFERENTLY – and with a little sass. In addition to multimedia content, the media outlet also offers tremendous sponsorship value to our Club Members.
The Solution Playground is an exclusive marketplace designed to put credit unions back in control of the solution partner selection process. The platform flips the traditional, high-pressure sales model by allowing verified credit union professionals to discover, review, and compare a full range of solutions—from technology to consulting to fractional leadership—on their own terms. It empowers professionals to cut through the noise and hype and conduct thorough research using comprehensive profiles, ensuring they only engage with great matches when they are ready for a conversation.
Through a cross-referencing program, content from The Credit Union Connection will be featured in Solution Playground listings to provide context for various partners and solutions. The Credit Union Connection will begin integrating links to useful, relevant solution providers in the Playground.
Together, they’re also providing joint offerings for credit union solution providers to drive greater value for their marketing dollars and enhance their reach.
“My husband and I founded The Credit Union Connection based on three pillars that help to solve for the biggest threats to credit unions: brand awareness, next-gen leadership and identifying the right business partners,” Sarah Snell Cooke, founder/CEO of The Credit Union Connection, said. “By partnering with Solution Playground, we are expanding on that mission to help credit unions find business partners that are a good fit by expanding access to providers with limited marketing budgets. Adam’s platform is perfect for what we were looking to achieve and serves as a time-saving tool for already overloaded credit union executives.”
“Solution Playground Founder/CEO Adam Lee added, “From the moment we met, we instantly started to generate ideas. We’re both true credit union people who believe deeply in the promise of credit unions to help everyone pursue a better financial future. I built the Solution Playground because, after speaking with hundreds of credit unions and solution providers, it was clear that no one is satisfied with the current options for finding great partners. We’re focused on solving that headache. The Credit Union Connection provides the amazing content credit unions need to inform their decisions. When you combine that with our platform, everyone wins. Simply, this collaboration makes too much sense not to act on.”
# # #
About The Credit Union Connection
The Credit Union Connection was co-founded by Sarah Snell Cooke, award-winning, record-breaking publisher/editor-in-chief, and her husband, John, a photojournalist with eight years in credit unions, in 2021. The education and information media outlet focused on credit union leaders is working to help credit unions solve for lack of brand awareness, develop the next generation of leaders and find the right business partners for their credit unions. Subscribe here. View our 2026 media kit here.
About the Solution Playground
The Solution Playground helps credit union professionals take control of the first 80% of the traditional sales process, at their pace, on their terms. We help you sift through the noise and narrow down to your top 1-3 choices, so you can focus your energy on solutions that are actually a good match. No more sitting through meetings, demos, and pitches that inevitably won’t go anywhere. This is not about iterating online directories or replacing conference vendor halls. We want to start a movement to change the way credit unions solve problems. Visit the Solution Playground to engage serious solutions through an enjoyable discovery and evaluation process—and find your next business partner.
NOTE: The below AI-generated transcript to the video might not be 100% right, but are any of us really?
Sarah Cooke
Hello and welcome everybody. My name is Sarah Snell Cooke, and I’m your host here at The Credit Union Connection. I’m here today with Adam Lee, welcome.
Adam Lee
Hello, Sarah. How are you
Sarah Cooke
good? Hello. I like that. Now he is the founder, CEO of Solution Playground, but you’ll probably have known him from his previous hits. Adam. Want to talk a little bit about introducing yourself as well as the solution playground.
Adam Lee
Sure, I’d love to thank you again, Sarah for having me on it’s been an amazing journey in the credit union land. I got my foot in many years ago, over a decade ago, with then came into a group and true stage, worked in various roles in that organization, and then was on the Filene Research Institute, where I ran their incubator for several years. Loved that really fell in love with credit unions and the movement at that time, worked some time again at true stage, most recently in the CUSO, and just fall in love with it. Part of my personal story and background is that before all of this, I started doing a lot of work in community service and community development. I worked in a couple of programs out in California, and I absolutely love serving the community, and it’s been this kind of fun mesh to see community service at scale done through financial services, and that’s why I’ve stuck around with credit unions ever since. And it’s absolutely a pleasure to be here. I love operating in the space the most amazing people I think you’ll see in any industry throughout the world. The Solution playground specifically is an answer to a lot of challenges that I’ve seen at various points throughout that entire journey of mine, namely, just the frustration that I think a lot of credit unions have with trying to find great solution partners. There’s a lot. There’s no shortage, right? I think nobody can deny that. It’s pretty there’s a lot out there, whether it’s a lending operating system or a consultant, or whatever you need. There’s a lot of people vying for your attention, but that process is really hard, and credits just don’t have a lot of time these days to find that perfect partner. So trying to build a new platform which gives credits a free platform, a vibrant place where credits can come and check out these solutions and interact with them and experience them and again, not just technology. I think credit unions are looking for those fractional CEOs. They’re looking for those coaching opportunities and looking to connect with people that are independents, doing part time marketing, all these different types of solutions. I think credit unions need to thrive and be successful. And be successful. So really trying to aggregate all that information in one place to make it as easy as possible for credits to find that perfect solution partner.
Sarah Cooke
Right? And there’s so many things that credits can outsource, too. I mean, think this is how we really bonded over, you know, the smaller partners getting a little bit of more eyeballs on their brand and work, you know, working more with more credit unions and more smaller business partners. And so what are you what is the playground currently doing? What is your offer?
Adam Lee
Yeah, so right now, the Solution Playground is fully functioning and operational. It is open for any credit unions. Again, it’s free for any credit union. It’s really meant for credit unions of all sizes. There’s no asset size limitation. It’s really meant for everyone. There is a special place, though. I’ll just mention for small credit unions, I think they have a harder time with limited resources and time to find good solution partners. So really make any conservative effort try to consolidate solutions for them specifically. And then also it’s wide open for any solution provider, whether you’re a new startup, whether you are a mature company in this space, if you are just a company looking for feedback and you’re trying to get prototypes out there and get feedback from credit unions, we post those things. We present a place where credits can just check out what’s new and explore have fun with neat ideas and concepts. But it’s open. And the status we’re at right now is we’re growing both sides. We’re growing that credit union audience. We’re also growing that solution provider side. The way that this is going to work is by having that maximum set of choice on the solution provider side. I want credits to be able to come in, not ask that question, what else is out there? Right? I saw a couple of things at a conference. My league does a couple of solutions that I can use, but what else is out there that they can really see the full breadth of everything that could help solve the challenges that they’re facing use smart tools and filters to narrow it down to ones that they can actually would want to work with and make those top choices. So then after that, they can go and interact with those solutions face to face. My goal really is to help credit unions get through 80% of that 80% of that sales process that often drags on for months, if not years, meeting after meeting after meeting, and just get a lot of more of that information up front so all those features and more are ready live on the playground. I encourage credits come by. Check it out. Stay tuned. They’ll be notified as more and more solutions are added to the marketplace so they can keep hunting for that great partner.
Sarah Cooke
Yeah, and you talked a little bit about the idea that smaller credit unions are small on resources, typically as well. And so how do you think, I mean, and this product, and I think the credit union connection too, we try. To serve the smaller end of the spectrum as well, as well as the largest, but really making sure that somebody, somebody is focusing on smaller credit unions, because you’re seeing where they’re getting the support they need from the sources they used to what are your thoughts on preserving those smaller credit unions?
Adam Lee
And absolutely my goal, I think, is to really make sure that credits of all sizes, especially the smaller ones, are empowered to make that choice, right, that they’re not put in a situation where they’re forced to merge or they have to merge, that they won’t go down that way because they didn’t have access to the partnerships and resources they need. Of course, it’s a lot, right? It’s not just finding the good marketing partner or technology that will help them thrive. There’s resources, advocacy and support that they need. This is kind of my hope, is that at least this part of the need that they have, that we can make it as easy as possible, that they can’t say that they didn’t have access or visibility to the different types of solutions that could help them. That’s my big goal. I think it’d be really sad for communities to see these deeply embedded relationships go away because of the mergers that happen. Of course, there are situations where maybe it is in the best interest of the members and communities, but at least it’s not by force, right, that it happens because it’s willing, and it’s because cradlings want to do that. So that’s my goal, right? Is at least be part of that equation to try to ensure that small credit unions and all credit unions can thrive and serve the communities as they’re intended to do.
Sarah Cooke
Yeah, yeah. I think there’s such a huge part of the credit union communities because, like you were mentioning, in certain communities, they might be the only financial institution, and if they haven’t, you know, done the strategic or, excuse me, succession planning, which the NCUA is working on right now, and the strategic planning, they really need some outside sources, not only for certain different levels, different expertise, I guess, as you mentioned, marketing, technology companies, but also the fractionals, I think is A great idea, and it’s been done in so many markets, but I feel like credit unions, hopefully are moving that direction. I’ve definitely heard a lot more about it. What are you what are you hearing about the fractionals?
Adam Lee
Yeah, when I’ve talked with small credit unions, or the organizations that support small credit unions, that’s probably the number one thing that has popped up, right? I think they’re aware of their need for technology. That’s very clear, right? They need those partnerships that they can scale and do more with fewer resources, and we provide those leading technologies that their members doesn’t have your big or small, right? They want that great online and digital experience, but they always ask about that, right? They may not have the time or resources to be able to bring on a full time chief marketing officer, but they really need some very focused help. So those fractionals, I’ve heard is a huge need for small credit unions, but they keep saying, when I talk to them, there’s really no place to go. There’s not one place where they can see the breadth of all the different providers that are out there. A lot of these are maybe former CEOs. Maybe they’re individuals that have been working in a credit union have deep, deep industry knowledge and experience that are just looking for a different lifestyle, right? They have these amazing services and experiences to offer. But how do you make those connections? How do you match make that credit union that has that unique need with those providers that can make an amazing difference and still want to make a difference in the lives of credit unions members and the staff that work there. So that’s the goal. It’s really open, as I mentioned, and I’m glad you brought up for those fractional employees, those part time folks that are just looking to connect and still make a difference. My hope is that the solution playground can become that place where people can go to find those amazing individuals that are still contributing to the movement.
Sarah Cooke
And I think also with the fractionals, there’s, you know, the cost of hiring an IT person at any credit union, I imagine, quite staggering. So, yeah, getting that level of expertise, but maybe only using them 10 to 20 hours a week.
Adam Lee
Absolutely. Yeah, that’s another conversation that I’ve had with credit unions of all sizes, and he’s just right sizing that solution, right? Sometimes you don’t need the best in class, sometimes you don’t need 40 or plus hours a week. Sometimes you don’t need the most hours or the best technology, right? Sometimes you just need something that works and is right size for your budget, your specific situation, your specific need. It’s really important that credits can see all sorts of different solutions, and especially within a solution, make sure they can identify those unique attributes. Do you offer part time work? Do you offer lower pricing? Do you offer tier pricing? We really try to make it easy so that credit unions can kind of customize that search based on what their capabilities are, what their resources are to really find a good match as well, because you’re right. Not every credit union needs a full time blank. They just need something they can work to solve a need, sometimes even short term. Sometimes they just need to get over a hump. They need to get over some sort of a strategy implementation, and then set it running and it can maintain in self sufficiency. So all. All those different types of things are needed, and we recognize that parties really do need to see everything that’s out there that can help solve the challenges they have, no matter where they’re at in that journey.
Sarah Cooke
It is complex as the world is. I mean, I’m sure they said that in the 1950s and they probably said that the 1850s and all that. But as complex as the world is today, there’s so much need for very high level expertise in different things, and having a part time person or having a business to outsource that to is becoming more and more popular because credit unions are recognizable. We know lending and we understand what we need out of this technology or whatever it is, but we can’t. We don’t want to be the ones to have to make it work, you know. So they’re going and outsourcing a lot more. What are you seeing on that end, too?
Adam Lee
Yeah, I see that trend as well. And I think, you know, big thing, just to go back to the point that you had brought up earlier, is just looking for that range of maybe part time or fractional sometimes credit unions. I think what they only imagine is maybe some of those. Some of those larger firms, which is great for a lot of credit unions and needs, but sometimes they don’t need that full service firm, right? Or they can afford them great quality and value, if that’s what they need, but they maybe just need somebody part time. So absolutely, that trend, right? They need those strategic advisors. They need those technology advisors. They need a consultant, a coach. In some sense, I heard a lot of CEOs are looking for maybe coaching to address some of the new things, to make sure that they’re prepared to speak to their board, their members and their staff about emerging technologies. Again, there’s no shortage of amazing people in the credit union movement that are here to help support leaders, staff, through training, coaching, whatever it may be to become versed in these things. So I think it is really, really important that the that can be provided, but also give cranes a place to see where that those resources are. Because I do see that trend. They look at somebody that they can trust, right? They want that, and having that individual that maybe has worked in the credit before, that fractional is maybe right for them, or maybe they’re looking for something with a lot of different leaders with different experience, really new tireful spectrum to, I think, help that growing need and demand.
Sarah Cooke
You know, what I found interesting is, I know we used to talk about CUSOs, where the cooperatives and they’re going to cooperate with each other, and the credit unions are going to come together and build them and together and build them they can’t. And for a while there, there was such a low. And now it feels like maybe in the past three, four years, they’re like, coming up everywhere, given your background, like, what is going on? Because CUSOs, their reputation used to be sometimes that they were slow, they weren’t bleeding edge or bleeding edge, you know, whatever it was, and now they’re the next hot thing. So what are you seeing there going on?
Adam Lee
You know, here’s my hunch, I think that we are seeing a really neat trend in the credit union movement of some healthy competition. I think for so long, whether it be CUSOs or maybe some of the incumbents, have been able to be somewhat, I’ll just say, complacent, right? They’ve just coasted along every zoom Well, credit unions are doing well, but as you said, the world is getting a lot more complex, and you’re seeing a lot of hungry people, whether they be fintechs, new CUSO is being formed credit unions. I do see coming together and saying, You know what? I don’t see what I need that’s out there. So I need to start something with like minded credit unions and leaders to form something that’s going to work for us. So I see that trend. I see that emergence of people trying to get in to the credit union movement and offer what they have, but also some more catalyzing action within the movement itself. And I think it’s a good thing. I’ve seen that kind of explosion, because there’s no shortage of ideas. There’s no shortage of execution. Of course, there are some that are going to be better than others, but the challenge that I see with that is that if credit unions don’t see that competition, if they don’t see those other incumbents coming, how do they know what they have is really best for them. And my true hope is, is that by seeing that broader collection is that’s going to force everyone to do better, it’s going to force everyone to provide better service, provide a better product, really serve credit unions, rather than just try to make something that they can make a buck on. Right? Do well by doing good. I know it can happen. I know there’s a lot of companies all over the spectrum that are really trying to fulfill that mission, but be challenged do better, because the competition is coming, whether they like it or not, and I think that’s great to see in the credit union space, that there are so many people wanting to help credit unions. I don’t think that’s a bad problem to have now, all the noise and all the bombardment of new companies and new ideas and things popping up, how to make sense of it all. I see a lot of great people out there trying that advisors, and I’m also trying to do that with the playground too. Is just give credits the tools to cut through that noise, see what’s out there and find something that really meets their needs. Be introduced to these ideas, concepts with some of the unique features that we offer, like an intro. Factory video to the founder of the company, right? A simple way for them just to build that relationship, even before they dig into the technical specifications. How can I see who I’m working with? My hope is that kind of structure will all credit ins to sift through that noise, sift through all those new entrants, and then really focus on the factors that are most important to them, to find that good partner.
Sarah Cooke
Right, right? And that’s one of the reasons we started the crane connection too, is because we wanted people to be able to afford to advertise.
Adam Lee
Yes
Sarah Cooke
I’m part of the solopreneur group, and we’re talking about, you know, walking into GAC, for example. And nothing wrong with true stage, nothing wrong with Valera and all those guys. They’re great too, but they’ve got these, you know, 40 by 42 story three story booths, and then some other smaller companies, like, I dropped 10,000 on a booth, and you can’t even see me because I’m in the shadows of us. And that’s, you know, that’s competition, and that’s capitalism, and that’s fine, but yeah, I mean, I think offering a place for smaller business partners too is really important, for sure, and I do. I also think, I don’t know if you’ve observed this as well, they tend to be more willing to educate along the way to I don’t call it hold hand holding, but it is, you know going to help along the way, not just sell them a widget and say goodbye?
Adam Lee
Yep, I think that level of expectation is rising everywhere and for some of the comments, but even new companies like people know that they need to provide that high quality of service that with things changing so quickly, it’s just not a matter of making a sale and signing a contract, but you have to be that partner. I’ve heard that a million times, I think, and that’s a strategic choice that I make on the solution. I got all these solution partners, right? I don’t take that word lightly, right? Credits really are looking for that partner that’s going to invest in the relationship and not just be there when the contract is signed and when the collection time is due for the next payment, right? It’s about solving problems together. So I think that is something that is also a really unique trend that’s emerging. And you see that at all levels, even the highest, largest incumbent companies within the credit union space, as well as a lot of new entrants as well, they’re there to think, provide and guide, because it’s essential more now than ever to be able to see that. And I’m glad you mentioned that point as well. Of those solution providers that just may not be able to afford things, something that I’ve tried to do with a solution playground is to democratize access a little bit more, right? Does it makes? Doesn’t matter if you’re a huge income. Doesn’t matter if you are a early stage startup. Everybody pays the same to get on. And the reason I do that is to try to give some confidence that this is not paid promotion. People are here competing on the quality of what they do and the content of their listings, rather than premier placement. Right? That works for other organizations. For me, I really want it to be about credit unions finding what is best for them, not necessarily the companies that have the largest marketing budget. So give you a lot of kudos as well, to make that accessible, because there are amazing companies doing amazing things. But if they just can’t get connected or in front of credit unions, how are they ever going to find each other, to find that perfect match.
Sarah Cooke
Exactly, exactly. And so it’s, it’s good. It almost is like, almost, I guess it is like we’re bringing a cooperation to a new level, where it was, it was a little slow. It was for a while. But you know, CUSOs are credit union superpower and other vendors as well. I’m not like knocking them either, but to see credit unions actually taking advantage of their unique differences is wonderful. It’s like renewal of the credit union spirit.
Adam Lee
It’s something that I’m actually trying to encourage a lot on the solution early ground is that idea of collaboration. Some of the features that we’ll be launching eventually will be things like credit unions to be able to find each other if they have a like minded problem and they have similar goals in a setup, that they can find each other. So it’s also to kind of incentivize that CUSO starting process. Another process is getting in the game when it comes to investment in CUSOs. Maybe it’s not worth the credit union’s time to start a new CUSO, but maybe they just join something out there that’s doing amazing things already. So eventually something you see on the playground is that ability to see other credit unions, to start CUSOs, but also investment opportunities from CUSOs, so they can become part owners of these solutions. I think you’re right. The more that we can accelerate this idea of collaboration with the not only the companies that are serving credit unions, but just that whole idea of movement, of sharing information, that’s something I try to do is make those connections possible between peers. So instead of like reviews, you’ll see this collaborative idea of cradlings volunteer their time. They’re there to serve each other. They’re to support each other. So they’ll volunteer their time to serve as a reference for a solution they’ve had some experience with. So this is one of many things it’s like, how can we get cranes to connect with each other, to share their expertise? Experiences to inform better decision making, to inform who are great partners that are going to really drive the movement forward.
Sarah Cooke
Awesome, awesome. Well, I always allow my guests the final thought, we’ve got to leave our credit union audience with Adam.
Adam Lee
I think that it is optimism. It’s the credit unions are doing amazing things, and I think there is a lot of promise that credit unions can unpack and deliver. It’s just a matter of unlocking that potential that has always been there and finding the time and energy get that. I know it’s hard, but I promise there are amazing solution partners out there. There are organizations like media Solution Playground that’s trying to get out there. There’s The Credit Union Connection trying to inform people with great journalism, there’s no shortage of people really trying to support credit unions. So take that time. Take those 510, minutes, find those great solution partners, because they are here to help. And I think that type of partnership and collaboration is going to help credit unions move forward. There’s never been a time for credit unions that I’ve seen in my relatively short time, compared to a lot of people, that collaboration, joint support, joint advocacy, is needed if the entire movement wants to survive, but especially if it wants to thrive, has to do it together.
Sarah Cooke
Absolutely awesome. Thank you so much for your time today.