Finding the Formula: Balancing Deposit Growth and Loans in 2025

From embedded finance and fintech partnerships, to upsell/cross-sell marketing and education lending, in this episode of 22 Minutes in Lending, Casey Mauldin, Chief Revenue and Lending Officer at Jovia Financial Credit Union, discusses the deposit strategies that could help credit unions grow in 2025.Key takeaways:00.40: An overview of Long Island-based credit union, Jovia Financial Credit Union, its field of membership, and the competitive landscape.02.23: The implications of having a dual role that oversees both revenue and lending.04.06: How the cost of funds has influenced the credit union’s deposit growth strategy, and how they navigate significant competition.05.43: Detail on how Jovia has successfully partnered with fintech to drive deposit and membership growth.08.42: The opportunities for smaller credit unions to maximize their marketing efficacy to reach new members and grow deposits.10.40: How education lending can help credit unions reach and engage younger members, grow deposits, and increase loans.15.40: Why business lending has been so critical to Jovia Financial’s growth–so much so that the organization recently launched a business lending CUSO to support other credit unions.19.16: Ongoing uncertainties around office space lending, particularly in highly dense urban areas.Resources Mentioned:www.jovia.org Jovia Financial Credit Unionwww.lendkey.com/podcast/community-lenders-the-best-kept-secret-in-town 22 Minutes in Lending episode with Barry Kirby www.unioncredit.app Union Creditwww.lendkey.com/lend LendKey’s education lending platformThanks for listening to the 22 Minutes in Lending podcast. If you enjoyed this episode, please leave a 5-star review to help get the word out about the show and be sure to subscribe so you never miss another insightful conversation.#CreditUnions #Lending #Deposits #GrowthMarketing

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