Citadel Credit Union Bets on AI and Data Infrastructure to Compete

Financial institutions are increasingly adopting AI to enhance customer experiences, but the effectiveness of these implementations hinges on the quality and accessibility of underlying data. For credit unions competing against banks with larger technology budgets, this infrastructure challenge is particularly acute.

Courtney Rowan, who recently transitioned from Chief Digital and Transformation Officer to Chief Growth Officer at Citadel Credit Union, emphasized the critical importance of data readiness in a conversation at FinovateFall 2026.

"I'm a true believer that the data has to be rectified first," said Rowan. "I think without the data being organized, you're going to get a great piece of technology and it's not going to be able to execute what you need."

AI presents credit unions with an opportunity to deliver more personalized services, anticipate member needs, and reduce friction across digital channels. The technology enables a shift from reactive banking to proactive financial services through unified member profiles and individualized experiences.

Rowan discussed how customer data platforms and modernized infrastructure can transform member experiences, allowing smaller institutions to compete more effectively. Credit unions' organizational agility could prove advantageous as AI continues to reshape the competitive landscape in financial services.

Rowan has spent more than two decades at Citadel Credit Union, beginning her career as a call center representative in 1999. Her path through the organization included roles in branch operations, marketing, and digital experience, eventually leading to Vice President of Digital Experience.

In May 2024, she was promoted to Chief Digital and Transformation Officer, where she helped lead the credit union's digital strategy and broader business transformation initiatives. Earlier this fall, Rowan began serving as Citadel's Chief Growth Officer.

Headquartered in Exton, Pennsylvania, Citadel Credit Union is a member-owned financial institution serving more than 290,000 members. Founded in 1937, the credit union has approximately $6.9 billion in assets and provides banking, lending, investment, and insurance services.

Citadel serves members throughout southeastern Pennsylvania and offers membership eligibility across several neighboring states.