Prioritizing Values in Banking

Wisconsin-native and executive director of Bublr Bikes James Davies became a member so his consumer behavior aligned with his values. 

UW Credit Union Member James

I just became a UW Credit Union member less than a year ago. Up until then, I had a bank account with another, smaller bank. Over time, they got eaten up in various mergers until it was part of one of the big banks. The only reason I stuck around was inertia – it was easier to just stay put and do the same old thing, you know?

Then I realized that in my work at Bublr, we’re asking people to overcome a little bit of inertia, too. People are used to getting around in cars, and at Bublr, we’re always trying to get people to try a bike share as a climate-friendly way to enjoy the greater Milwaukee area.

But like so many things, it requires time and mental effort to change. And I thought to myself, “I'm asking people to make changes like this all the time. I should try to overcome this inertia myself.”

For me, joining a credit union was one of those things. I knew I wanted to get out of the big bank and join a financial institution whose values align with my own. And I was sitting there working from home one day during the pandemic when I realized, “I've got to just do it. I've just got to do it right now.”

Making the switch was an easy and painless process, I was able to do it all online. Linking to external accounts like my IRA was a breeze! And UW Credit Union’s Mobile App has an interface that’s just as good, if not better, than that of any big bank. And all that from a homegrown credit union!

I’m so glad I made the switch. I appreciate knowing my money is with an institution that gives back to the community, supports the Black Lives Matter movement and invests in organizations like Bublr. They don’t just talk the talk, they walk the walk.

Just as important, though, is what UW Credit Union doesn’t do. They’re not there to profit off of someone who has less money. The fees aren’t a cash-grab. (Recently, they dropped their overdraft fees from $30 to $5, which really impressed me.) They operate with equitable practices in mind.

The bottom line: If you’re like me and strive to be socially conscious about where your money goes, join UW Credit Union.


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