Cooperation Over Competition: A Credit Union's Blueprint for Growth

PLANO, TX – June 24, 2026 – In the hyper-competitive world of banking, the conventional wisdom is to guard your secrets and outmaneuver your rivals. But a Wisconsin-based credit union is proving that the most powerful strategy might just be the opposite. Landmark Credit Union, in partnership with digital banking platform provider Alkami, has authored a new playbook where regional collaboration isn't just a courtesy—it's a core driver of unprecedented growth and market relevance.

By turning a standard vendor relationship into a catalyst for community, Landmark has not only achieved a staggering 55-fold increase in its business banking profiles but has also created a unique forum for its peers to tackle the industry's most pressing challenges, from digital engagement to attracting the next generation of members. This story is more than a case study; it's a strategic roadmap for how community-focused financial institutions can thrive in an era of digital disruption.

The Collaboration Imperative

At the heart of this transformation is a radical shift in mindset from competition to collaboration. Instead of viewing neighboring banks and credit unions as adversaries, Landmark CU saw them as allies in a shared mission. Leveraging their common ground—the Alkami Digital Banking Platform—Landmark hosted a regional user group in Brookfield, Wisconsin. The event wasn't about showcasing their own success but about creating a trusted space for open dialogue.

"We wanted to create a space where financial institutions could openly share what's working, learn from each other's experiences, and walk away with ideas they can immediately put into action," said Sara Blake, digital banking product manager at Landmark CU. "When we collaborate like this, it strengthens not just our individual organizations, but the communities we all serve."

This approach directly challenges the siloed nature of traditional banking. Attendees shared practical insights, platform best practices, and real-world experiences on everything from business banking strategies to Gen Z engagement. The shared technology platform acted as a common language, allowing the conversation to move beyond abstract trends to concrete, actionable steps. This collaborative ecosystem, fostered by Alkami but led by its clients, demonstrates a powerful network effect where the value of the platform grows with each institution's contribution.

The Blueprint for Commercial Growth

The results of Landmark's strategy are not merely philosophical; they are written in stark financial terms. The credit union's commercial banking program, once a modest operation, has exploded. By transitioning from what the company described as "retail-based workarounds" to Alkami's purpose-built business banking experience, Landmark scaled its portfolio from just 135 business profiles to more than 7,800.

This dramatic expansion was accompanied by a 22% year-over-year growth in business deposits and the generation of over $150,000 in new annual non-interest income from treasury services. These figures, highlighted in a joint success story, represent a powerful return on investment and validate the decision to invest in a specialized platform. For many credit unions, which have historically focused on retail members, expanding into commercial services can be a daunting challenge. Landmark’s success provides a tangible blueprint, proving that with the right technology partner, they can compete effectively with larger commercial banks.

"These case studies show what's possible when financial institutions combine collaboration with the right digital capabilities," noted Wayne McCulloch, chief customer officer at Alkami. His statement underscores the dual engines of this success: a modern, scalable platform and a community willing to learn from one another. The growth wasn't just about implementing new software; it was about strategically deploying it to capture a new market segment.

Decoding the Digital-First, Human-Touch Paradox

Perhaps the most forward-looking aspect of the Landmark-led user group was a live student panel featuring members of Generation Z. Their feedback challenged a common industry assumption: that digital-first means digital-only. While the students demanded seamless, intuitive mobile experiences, they also emphasized the enduring importance of trust and human interaction, especially for complex financial decisions.

This insight—that the youngest generation of banking customers operates in a 'digital-first, human-touch' paradigm—is a critical piece of business intelligence for any financial institution. For the attendees at the Wisconsin meetup, it was immediately actionable. Because they all used the Alkami platform, the discussion rapidly shifted from the 'what' to the 'how.'

Bankers compared concrete configuration choices, rollout plans for new features, and specific strategies for using in-app messaging, alerts, and card controls to deepen digital adoption while reinforcing trust. They discussed how to package commercial and treasury capabilities for young entrepreneurs. This is the collaborative model at its most potent: shared challenges and shared technology leading to immediate, practical solutions that address the nuanced needs of the modern consumer.

The Platform as an Ecosystem

This story is incomplete without understanding the technology provider's role. Alkami, competing in a crowded field against giants like Fiserv and Jack Henry & Associates, has carved out a distinct niche. Its strategy hinges on providing a unified, cloud-native platform for both retail and business banking, but its key differentiator may be the cultivation of its client community.

By building a platform that is not only powerful but also fosters an ecosystem of collaboration, the company enables clients like Landmark CU to become regional leaders. The platform provides the tools, while the community provides the strategic support and shared knowledge. This model is particularly appealing to mid-sized banks and credit unions that may lack the massive R&D budgets of their Tier 1 competitors but possess a deep understanding of their local communities.

Landmark's strategic vision, focused on digital expansion and member empowerment, aligns perfectly with this model. The partnership allows the credit union to punch above its weight, offering sophisticated digital tools while doubling down on its core mission of community service. The success story serves as a powerful signal to the market that the future of banking may not be defined by a handful of mega-banks, but by a network of collaborative, community-focused institutions powered by modern technology platforms.