USC Credit Union’s Chief Experience Officer talks about expansion plans, AI, and managing digital transformation
As Chief Experience Officer at USC Credit Union and a 20-year veteran in the banking industry, Tonya Perez-Wright is driving innovation with a combination of hands-on community engagement and forward-thinking strategies, leveraging AI and digital transformation to enhance member experiences. In this conversation, she shares her insights on balancing technology with personalized service, building impactful financial products, and staying ahead of the curve as the industry undergoes rapid changes.
Believe it or not, I’ve always wanted to work at a bank! I thought banking was kind of cool. In high school, I had an internship at a local community bank in Sacramento, and I loved it. As I got older, I decided to apply for a bank job. I started as a teller. I worked at larger institutions like US Bank, Comerica, and Union Bank, but about five years ago, I transitioned to the credit union space, which is very different. Credit unions really focus on serving the community, especially low- to moderate-income groups, and that aligns with my desire to make a real difference in people’s financial lives.
It’s only been 50 years since women were allowed to have a credit card in their own name. I saw early on how important it is to have control over your finances. Growing up, I saw my mother struggle with money management, and I knew I didn’t want to be in that situation. I wanted to be financially independent so that I could be set up for success. Now, I teach my own kids, who are in their 20s, about saving and credit. And I get a lot of satisfaction from teaching people in the community about being financially literate.
As Chief Experience Officer, I oversee about 50% of our organization, including all member-facing divisions like our call center, digital experience team, branches, wealth division, and account services. I am responsible for ensuring our members have a seamless experience, whether they’re interacting with us online or in person. I also focus on growing deposits and loans while keeping our digital services cutting-edge. The financial industry is changing fast, and we need to pivot quickly to stay viable.
There’s often a misconception that smaller institutions can’t keep up with the technology afforded by larger financial institutions, but that’s just not true. We’ve embraced digital transformation, from robust mobile banking platforms to AI-powered financial tools, while maintaining personalized service. The key is that we don’t just follow trends; we focus on what will benefit our members. For example, we serve a large international student population, therefore it’s critical that we have efficient international payment management systems in place.
Don’t be afraid of AI or digital tools, embrace them! Smaller community institutions can leverage technology to scale their services without a substantial increase in operational costs. Cloud-based platforms and AI systems allow our community credit union to access cutting-edge tools without needing to invest in extensive IT infrastructure. This provides more room to grow while staying flexible and cost-effective. According to a 2023 Deloitte report, 71% of Millennials and 69% of Gen Z prefer to engage with their financial institutions digitally. To stay competitive and relevant, community institutions must adopt digital tools that enhance convenience, such as mobile banking apps, AI-powered chatbots, and online loan services. These tools don't replace personal service—they enhance it by making support more efficient and scalable. I’m still surprised by how many institutions are hesitant to implement AI solutions like ChatGPT!
AI and data analytics will play a huge role in personalizing financial services. When we analyze member data, credit unions like ours can offer tailored financial advice, loan products, and savings options that cater specifically to our member’s needs. This will enhance the personal service we are known for while automating routine tasks and improving operational efficiency. There’s a real opportunity to combine technology with financial education to help members navigate an increasingly complex financial world. AI chatbots, for instance, can guide members through budgeting, credit management, and savings strategies. Finally, AI will also improve risk management by identifying patterns that employees may miss. Machine learning algorithms can predict potential credit defaults and detect fraudulent activities in real time, improving the security of financial transactions and enhancing overall risk mitigation strategies.
We have a large international student membership base, which translates to a significant volume of incoming wires, with these students receiving payments from their parents overseas. Since we’re not large enough to fully accommodate these transactions on our own, we rely on an intermediary bank. While this setup works for us, the outgoing volume is lower because we don’t have a robust platform that can manage these transactions efficiently.
The last five years at USC Credit Union have been the most rewarding of my career. One initiative I’m proud of is the work we’ve done to help underserved and underbanked communities, especially during the pandemic. At the time, we did not offer business lending solutions, but we did not hesitate to change course and offer PPP loans to impacted businesses in our community. That’s the kind of impact I wanted to have in this industry, making a real difference in people’s lives.
We recently initiated a two-county expansion plan into Los Angeles and Orange Counties. Now serving 500,000 USC family members and 13 million residents in California's second-largest market, we are well-positioned to be one of the most impactful community credit unions in the country. In fact, we aim to achieve $1 billion in assets by 2027. By leveraging data analytics with our trusted brand and commitment to corporate responsibility and our community, we are poised to enhance member services and drive growth in membership, deposits, and capital. Utilizing digital marketing, social media, mass media, and increased presence in both campus and community events, we intend to attract new members from the expanded target service area. We will also be introducing new clean energy and commercial lending products, enhancing AI-assisted call center and underwriting systems, and revamping our debit and credit card offerings. Our projections for our cooperative highlight a decade of robust growth, strategic financial management, and enhanced member value. As we move forward, we remain committed to our mission of serving the financial needs of our members and impacting the communities we serve.
Acceleron builds cutting-edge software that allows community banks and credit unions to conduct international payment transactions profitably through a correspondent banking marketplace. Serving over 200 financial institutions and facilitating more than $1 billion in international payments annually, Acceleron helps small banks generate non-interest income and compete more effectively with high-fee big banks. Our solutions integrate seamlessly with top payments platforms, ensuring quick implementation and smooth operation.
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