Building the Future: CrossState’s Strategic Plan

Written by Christina Carden, VP, Marketing & Communications, CrossState

Everything we do at CrossState Credit Union Association begins with the goal of empowering credit unions in New Jersey and Pennsylvania to thrive. Our updated strategic plan lays out clear priorities that will guide our work in 2026 and beyond, reflecting not only where we are headed but also the progress our team has achieved throughout the previous year.

Membership & Engagement

Our members are at the center of our work. In 2025, we expanded opportunities to connect credit union leaders with peers, experts, and resources through peer groups, new event and networking opportunities, webinar series, and more. As we look ahead, our plan prioritizes fresh pathways for member engagement that further ensure every credit union, regardless of size, has the tools to succeed.

Advocacy

Advocacy remains one of our most powerful strengths. Together, we made our voices heard this year, with nearly 100,000 letters sent to our New Jersey and Pennsylvania congressional delegations during the Don’t Tax My Credit Union campaign. That impact helped secure the major win of preserving the federal tax exemption in H.R. 1. Going forward, our strategy will keep credit unions at the center of policy conversations in Washington, Trenton, and Harrisburg, highlighting the value they provide to key policymakers and agencies and the positive impact they have on our communities.

Innovative Solutions & Expertise

The challenges facing credit unions are evolving, and so are we. CrossState continued to expand in 2025, adding new resources, tools, and partnerships designed to help members navigate an increasingly complex environment. Our plan calls for building on and leveraging every aspect of CrossState’s offerings—our people, programs, and expertise—to deliver trusted, innovative solutions that strengthen our credit unions and the communities they serve.

Mergers & Collaboration

Our mission and vision are at the core of both our plan and everyday work. CrossState is dedicated to the strong partnership we share with our members to promote growth, advocacy, and innovation. With this strategic plan, we are supporting them with the resources needed to build the future of credit unions in New Jersey and Pennsylvania.

Looking Ahead

Collaboration has always defined the credit union movement as well as CrossState’s approach to growth. In our strategic plan, this priority focuses on our Association pursuing opportunities for collaboration and, where appropriate, mergers or affiliations that strengthen our capacity to serve members. By enhancing collaboration within and through CrossState, we position ourselves to deliver greater value, consistency, and impact to credit unions across New Jersey and Pennsylvania.  

Originally published in the 2025 CU Edge Special Edition