May 13, 2026 • 11 mins
In this episode, we sat down with Michael Crowl, CEO of University Federal Credit Union (UFCU), to talk about his leadership journey, the organization’s deep Austin roots, and how UFCU continues to deliver a people-first banking experience in a modern world.
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Speaker 1 (00:00):
Hi, everyone. We're excited to be here with Michael Kraal,
President and CEO of University fred All Credit Union. Thank
you for joining us today.
Speaker 2 (00:07):
Michael, pleasure to be here. Thank you for having me.
Speaker 1 (00:09):
Yes, absolutely, we are happy you were here. So we're
just going to jump right into it. And I wanted
to talk a little bit about personal and leadership foundation
that you have. So where did you grow up and
what experiences early shaped the way that you lead today.
Speaker 2 (00:25):
Certainly so, I grew up in in what was a
small town outside of Houston I called Friendswood. And there's
so many influences in my life, mostly obviously people primarily
mostly my mother my grandmother who were strong leaders of
in their community and watched them and of course teachers
along the way, coaches along the way, and they really
(00:48):
helped set the example again by taking me with them
and my sister and we could watch them in action
in the community or serving others, and they also believed
in me along the way also challenged me to pursue
big goals, to think big and to achieve big things
in life.
Speaker 1 (01:07):
That's great. It's so important to have role models within
your household and within your family that can really be
that north star. So it sounds like you really surrounded
yourself with individuals that molded you into who you are today.
Speaker 2 (01:19):
So it's very fortunate.
Speaker 1 (01:20):
That's great, great glad to hear that. So you joined
UFCU years ago, I think you said twenty one years.
You've been with the organization and have grown alongside the organization.
So why UFCU and why did it feel like it
was the right place for you to build your career.
Speaker 2 (01:35):
Yeah. You FCU as a member owned organization, and it's
all about people and making a positive difference in their lives.
And I have seven hundred and fifty amazing colleagues who
show up each day seeking how they can help others.
I consider myself very fortunate again to be part of
a special place that I certainly wasn't around when it
(01:56):
was founded ninety years ago. But there have been great
leaders throughout time who've created the organization that has become today.
Speaker 1 (02:04):
It's great to have a path that's paved by individuals
who've come before you, that you look up to and
that you aspire to ensure that you leave the organization
even better than how you found it. So it is
twenty one years in I feel like you're doing the
right thing.
Speaker 2 (02:19):
So far, so far, so good.
Speaker 1 (02:20):
Kudos to you. So let's talk about the Austin roots
that UFCU has. So UFCU, as we know, has deep
roots in Austin and long standing ties to the University
of Texas, HOOKM and the long run community. So how
has that history shaped the way that UFCU shows up
for its members today.
Speaker 2 (02:39):
Yeah, so our history is very much intertwined with that
of the University of Texas at Austin. We're actually founded
by thirty visionary leaders in nineteen thirty six as a
way of people helping people, and over the years we
grew to serve the entire campus community, including faculty, staff, students, alumni,
and their families. Today, over ninety years later, staying true
(03:03):
to our founding principles, we've earned the trust of over
four hundred and twenty thousand members throughout Texas and beyond.
We also now have relationships with over a dozen higher
education institutions across the state and are seeking to serve
even more well.
Speaker 1 (03:18):
I personally am a Texas x and I am also
a proud member of a UFCU. So wonderful the mission
that you've put out to ensure you attract those individuals
who have graduated not just from UT but beyond. Has
certainly worked. So I'm excited to be a part of
what you've established.
Speaker 2 (03:34):
Thank you for being a member.
Speaker 1 (03:35):
Most certainly so, UFCU often feels more like a good
neighbor than a traditional financial institution. How intentional is that
and why does that matter?
Speaker 2 (03:44):
As a member owned institution, we are intentional to invest
in the communities we serve as building strong relationships matters
to us. Whether it's providing accessible and affordable financial services,
supporting local events, we're helping families navigate important decisions. We
want people to view UFCU as an important part of
their lives.
Speaker 1 (04:05):
So it's certainly a relationship there where UFCU is part
of the family, entrenched in what that family household needs
and growing.
Speaker 2 (04:15):
Yes, very much. So when we think of somebody, you know,
when somebody thinks of they have a financial need of
any type, we want to be the first they think of,
right and be able to again maintain that trust that
we've built with them and continue to earn it day
and day out.
Speaker 1 (04:30):
Well earned the trust for my family. So my fifteen
year old has his own account and he loves that.
Speaker 2 (04:35):
So thank you. That's a strong endorsement.
Speaker 1 (04:37):
Thank you, absolutely so. People hear the phrase the UFCU way,
What does that mean for someone who's walking into a
branch for the first time or using your digital tools.
Speaker 2 (04:47):
You FCU way is all about making each interaction clear, supportive,
and centered on the member. So whether someone visits a
branch or uses our digital tools, they should feel confident, understood,
and supported. It reflects how we approach service, how we
work together. Now we continue evolving to meet our members'
needs while staying grounded and putting people first.
Speaker 1 (05:11):
The people portion of any business, I think is so important.
We talk about the policies and the procedure and the process,
but at the end of the day, I think it's
the people that really sets an organization apart from the rest.
Speaker 2 (05:23):
You're right, it's really you know, people all. We're in
the people business. We are you FCU as in the
people business.
Speaker 1 (05:28):
Yes, you are so. Members today you mentioned this and
just to double click on it. They want both personal
service and seamless self serve options. How does UFCU balance
that warm human connection with modern banking technology.
Speaker 2 (05:44):
Our members expect both personal service and seamless digital access
and should have both we invest in technology to make
things easier, but we never lose the human connection that
builds trust.
Speaker 1 (05:58):
I think in our household we have a little bit
of both both. We have those that love to go
into the brick and mortar and see their favorite teller,
and then you also have those individuals like my son
who's like, show me the app, what's the quickest way
to get it done? What is my balance?
Speaker 2 (06:12):
That's right. We want to have both. I think it's
really important. And also over the phone. So we know
that some of our members can't visit a branch, but
they still want to talk to a human being. They
can call us and do that.
Speaker 1 (06:22):
Again, that people connection that matters, that's right. So UFCU
is known for clear communication and follow through, especially in lending.
Why is trust and simplicity such a big part of
the member experience?
Speaker 2 (06:36):
Financial decisions can feel overwhelming, especially daring important moments in life.
If you think about that, somebody buys their first car
or car, it's typically the second largest purchase someone will
make in their lives. Somebody goes to buy that first home,
it is the largest purchase in somebody's lives. So we
want to be there in the moments that matter for
(06:58):
our members. Our role is to try to make them
as simple as possible, with clear communication and helping members
feel assured and the decisions they're making.
Speaker 1 (07:09):
It's good to know that what we have experienced in Austin,
other markets are starting to have that UFCU experience, and
so most recently, you're bringing that approach that UFC offers
to new communities, including Houston. What excites you the most
about introducing UFCU to people who may be discovering it
for the first time.
Speaker 2 (07:29):
Certainly, I'm so excited to serve even more Texans than
we serve today. It's a natural next step for us
to go to Houston. While our presence in the Gulf
Coast area in Greater Houston has grown through our recent
partnerships with ut Health Houston and an opening of Appareland Branch,
we've served that region for more than forty years through
our Galveston and Victory Lakes branches, as well as our
(07:50):
phone and digital services. What excites to me the most
is continuing to deepen those relationships, expand into more communities
across the region, and help even more people move forward
with confidence.
Speaker 1 (08:02):
I think Texas is such a big state, so to
really capitalize not just on the capital city, but then
branching out into Houston and suburbs of Houston really shows
the connection that you want to make with individuals and people,
not just in one location but across the Lone Star state.
That's wonderful. So when people think of UFCU, you want
(08:23):
them to think beyond just a place to bank. How
would you describe the full range of solutions you offer
from everyday checking to auto loans and mortgages.
Speaker 2 (08:33):
Certainly we are for a full range of financial solutions
from everyday checking to auto loans to mortgages, along with
the guidance members need to make confident decisions. Again, we
want to be there for the moments that matter most
and every moment in between as well.
Speaker 1 (08:51):
Moments matter and accessibility matters. Yes it does, and so
I know when capitalizing on the Lone Star state Spanish
which outreach and financial education is key to that fast
growing segment of the population. How does UFCU work to
make people feel comfortable and support it no matter where
they are on their financial journey.
Speaker 2 (09:11):
So we want every member to feel recognized, understood and valued,
not treated like a number. We strive to meet them
where they are where there's digitally over the phone or
in our branches, providing access in the ways that works
best for them, including Spanish language support.
Speaker 1 (09:30):
I definitely see the focus on Spanish language being an
area of importance. You just look at the makeup of
the marketplace, the makeup of the state, even with individuals
who maybe did not grow up feeling like they needed
to learn Spanish. Now you see Spanish immersion schools with
waiting lists and lines for parents to get their children
enrolled in dual language programs. So I think it's great
(09:52):
that UFCU sees that and is capitalizing on it.
Speaker 2 (09:54):
Thank you.
Speaker 1 (09:56):
So, as a CEO, what principle guides your leadership most
when it comes to serving members.
Speaker 2 (10:02):
It's all about people. It's all about putting people first
in staying focused on helping them succeed and whatever they're
trying to achieve in life. We know if we do that,
it helps sit them set them up for brighter futures ahead.
Speaker 1 (10:18):
I definitely think financial stability is a foundation of success
no matter where the family is and their journey, whether
it's with kids without kids, whether it's buying a new home,
buying a car, those life purchases really matter and finding
a friend and UFCU is so important to them as
it was to me and my family as well. So
(10:38):
as a final takeaway, if listeners remember just one thing
about UFCU, what do you hope it is?
Speaker 2 (10:46):
People are at the heart of everything we do. We're
here to help people build stronger financial futures with a
partner that can trust every step of the way. As
we look ahead, we're continuing to evolve by using technology
to enhance human connection, not replace it. Well making sure
our values guide every decision we make. That's the UFCU
Wigy in action.
Speaker 1 (11:07):
It's great to know that UFCU values that human connection.
These days, with AI so present among many of us,
it is so crucial to know that you still have
that human people connection that matters. And I applaud you
and everything you've done with the twenty one years of
service that you've had at UFCU and those team members
(11:27):
that work alongside you to put people first.
Speaker 2 (11:30):
Well, thank you. It's been an agree with you today.
Speaker 1 (11:32):
Thank you. It's great to have you.
Speaker 2 (11:33):
You
Hi, everyone. We're excited to be here with Michael Kraal,
President and CEO of University fred All Credit Union. Thank
you for joining us today.
Speaker 2 (00:07):
Michael, pleasure to be here. Thank you for having me.
Speaker 1 (00:09):
Yes, absolutely, we are happy you were here. So we're
just going to jump right into it. And I wanted
to talk a little bit about personal and leadership foundation
that you have. So where did you grow up and
what experiences early shaped the way that you lead today.
Speaker 2 (00:25):
Certainly so, I grew up in in what was a
small town outside of Houston I called Friendswood. And there's
so many influences in my life, mostly obviously people primarily
mostly my mother my grandmother who were strong leaders of
in their community and watched them and of course teachers
along the way, coaches along the way, and they really
(00:48):
helped set the example again by taking me with them
and my sister and we could watch them in action
in the community or serving others, and they also believed
in me along the way also challenged me to pursue
big goals, to think big and to achieve big things
in life.
Speaker 1 (01:07):
That's great. It's so important to have role models within
your household and within your family that can really be
that north star. So it sounds like you really surrounded
yourself with individuals that molded you into who you are today.
Speaker 2 (01:19):
So it's very fortunate.
Speaker 1 (01:20):
That's great, great glad to hear that. So you joined
UFCU years ago, I think you said twenty one years.
You've been with the organization and have grown alongside the organization.
So why UFCU and why did it feel like it
was the right place for you to build your career.
Speaker 2 (01:35):
Yeah. You FCU as a member owned organization, and it's
all about people and making a positive difference in their lives.
And I have seven hundred and fifty amazing colleagues who
show up each day seeking how they can help others.
I consider myself very fortunate again to be part of
a special place that I certainly wasn't around when it
(01:56):
was founded ninety years ago. But there have been great
leaders throughout time who've created the organization that has become today.
Speaker 1 (02:04):
It's great to have a path that's paved by individuals
who've come before you, that you look up to and
that you aspire to ensure that you leave the organization
even better than how you found it. So it is
twenty one years in I feel like you're doing the
right thing.
Speaker 2 (02:19):
So far, so far, so good.
Speaker 1 (02:20):
Kudos to you. So let's talk about the Austin roots
that UFCU has. So UFCU, as we know, has deep
roots in Austin and long standing ties to the University
of Texas, HOOKM and the long run community. So how
has that history shaped the way that UFCU shows up
for its members today.
Speaker 2 (02:39):
Yeah, so our history is very much intertwined with that
of the University of Texas at Austin. We're actually founded
by thirty visionary leaders in nineteen thirty six as a
way of people helping people, and over the years we
grew to serve the entire campus community, including faculty, staff, students, alumni,
and their families. Today, over ninety years later, staying true
(03:03):
to our founding principles, we've earned the trust of over
four hundred and twenty thousand members throughout Texas and beyond.
We also now have relationships with over a dozen higher
education institutions across the state and are seeking to serve
even more well.
Speaker 1 (03:18):
I personally am a Texas x and I am also
a proud member of a UFCU. So wonderful the mission
that you've put out to ensure you attract those individuals
who have graduated not just from UT but beyond. Has
certainly worked. So I'm excited to be a part of
what you've established.
Speaker 2 (03:34):
Thank you for being a member.
Speaker 1 (03:35):
Most certainly so, UFCU often feels more like a good
neighbor than a traditional financial institution. How intentional is that
and why does that matter?
Speaker 2 (03:44):
As a member owned institution, we are intentional to invest
in the communities we serve as building strong relationships matters
to us. Whether it's providing accessible and affordable financial services,
supporting local events, we're helping families navigate important decisions. We
want people to view UFCU as an important part of
their lives.
Speaker 1 (04:05):
So it's certainly a relationship there where UFCU is part
of the family, entrenched in what that family household needs
and growing.
Speaker 2 (04:15):
Yes, very much. So when we think of somebody, you know,
when somebody thinks of they have a financial need of
any type, we want to be the first they think of,
right and be able to again maintain that trust that
we've built with them and continue to earn it day
and day out.
Speaker 1 (04:30):
Well earned the trust for my family. So my fifteen
year old has his own account and he loves that.
Speaker 2 (04:35):
So thank you. That's a strong endorsement.
Speaker 1 (04:37):
Thank you, absolutely so. People hear the phrase the UFCU way,
What does that mean for someone who's walking into a
branch for the first time or using your digital tools.
Speaker 2 (04:47):
You FCU way is all about making each interaction clear, supportive,
and centered on the member. So whether someone visits a
branch or uses our digital tools, they should feel confident, understood,
and supported. It reflects how we approach service, how we
work together. Now we continue evolving to meet our members'
needs while staying grounded and putting people first.
Speaker 1 (05:11):
The people portion of any business, I think is so important.
We talk about the policies and the procedure and the process,
but at the end of the day, I think it's
the people that really sets an organization apart from the rest.
Speaker 2 (05:23):
You're right, it's really you know, people all. We're in
the people business. We are you FCU as in the
people business.
Speaker 1 (05:28):
Yes, you are so. Members today you mentioned this and
just to double click on it. They want both personal
service and seamless self serve options. How does UFCU balance
that warm human connection with modern banking technology.
Speaker 2 (05:44):
Our members expect both personal service and seamless digital access
and should have both we invest in technology to make
things easier, but we never lose the human connection that
builds trust.
Speaker 1 (05:58):
I think in our household we have a little bit
of both both. We have those that love to go
into the brick and mortar and see their favorite teller,
and then you also have those individuals like my son
who's like, show me the app, what's the quickest way
to get it done? What is my balance?
Speaker 2 (06:12):
That's right. We want to have both. I think it's
really important. And also over the phone. So we know
that some of our members can't visit a branch, but
they still want to talk to a human being. They
can call us and do that.
Speaker 1 (06:22):
Again, that people connection that matters, that's right. So UFCU
is known for clear communication and follow through, especially in lending.
Why is trust and simplicity such a big part of
the member experience?
Speaker 2 (06:36):
Financial decisions can feel overwhelming, especially daring important moments in life.
If you think about that, somebody buys their first car
or car, it's typically the second largest purchase someone will
make in their lives. Somebody goes to buy that first home,
it is the largest purchase in somebody's lives. So we
want to be there in the moments that matter for
(06:58):
our members. Our role is to try to make them
as simple as possible, with clear communication and helping members
feel assured and the decisions they're making.
Speaker 1 (07:09):
It's good to know that what we have experienced in Austin,
other markets are starting to have that UFCU experience, and
so most recently, you're bringing that approach that UFC offers
to new communities, including Houston. What excites you the most
about introducing UFCU to people who may be discovering it
for the first time.
Speaker 2 (07:29):
Certainly, I'm so excited to serve even more Texans than
we serve today. It's a natural next step for us
to go to Houston. While our presence in the Gulf
Coast area in Greater Houston has grown through our recent
partnerships with ut Health Houston and an opening of Appareland Branch,
we've served that region for more than forty years through
our Galveston and Victory Lakes branches, as well as our
(07:50):
phone and digital services. What excites to me the most
is continuing to deepen those relationships, expand into more communities
across the region, and help even more people move forward
with confidence.
Speaker 1 (08:02):
I think Texas is such a big state, so to
really capitalize not just on the capital city, but then
branching out into Houston and suburbs of Houston really shows
the connection that you want to make with individuals and people,
not just in one location but across the Lone Star state.
That's wonderful. So when people think of UFCU, you want
(08:23):
them to think beyond just a place to bank. How
would you describe the full range of solutions you offer
from everyday checking to auto loans and mortgages.
Speaker 2 (08:33):
Certainly we are for a full range of financial solutions
from everyday checking to auto loans to mortgages, along with
the guidance members need to make confident decisions. Again, we
want to be there for the moments that matter most
and every moment in between as well.
Speaker 1 (08:51):
Moments matter and accessibility matters. Yes it does, and so
I know when capitalizing on the Lone Star state Spanish
which outreach and financial education is key to that fast
growing segment of the population. How does UFCU work to
make people feel comfortable and support it no matter where
they are on their financial journey.
Speaker 2 (09:11):
So we want every member to feel recognized, understood and valued,
not treated like a number. We strive to meet them
where they are where there's digitally over the phone or
in our branches, providing access in the ways that works
best for them, including Spanish language support.
Speaker 1 (09:30):
I definitely see the focus on Spanish language being an
area of importance. You just look at the makeup of
the marketplace, the makeup of the state, even with individuals
who maybe did not grow up feeling like they needed
to learn Spanish. Now you see Spanish immersion schools with
waiting lists and lines for parents to get their children
enrolled in dual language programs. So I think it's great
(09:52):
that UFCU sees that and is capitalizing on it.
Speaker 2 (09:54):
Thank you.
Speaker 1 (09:56):
So, as a CEO, what principle guides your leadership most
when it comes to serving members.
Speaker 2 (10:02):
It's all about people. It's all about putting people first
in staying focused on helping them succeed and whatever they're
trying to achieve in life. We know if we do that,
it helps sit them set them up for brighter futures ahead.
Speaker 1 (10:18):
I definitely think financial stability is a foundation of success
no matter where the family is and their journey, whether
it's with kids without kids, whether it's buying a new home,
buying a car, those life purchases really matter and finding
a friend and UFCU is so important to them as
it was to me and my family as well. So
(10:38):
as a final takeaway, if listeners remember just one thing
about UFCU, what do you hope it is?
Speaker 2 (10:46):
People are at the heart of everything we do. We're
here to help people build stronger financial futures with a
partner that can trust every step of the way. As
we look ahead, we're continuing to evolve by using technology
to enhance human connection, not replace it. Well making sure
our values guide every decision we make. That's the UFCU
Wigy in action.
Speaker 1 (11:07):
It's great to know that UFCU values that human connection.
These days, with AI so present among many of us,
it is so crucial to know that you still have
that human people connection that matters. And I applaud you
and everything you've done with the twenty one years of
service that you've had at UFCU and those team members
(11:27):
that work alongside you to put people first.
Speaker 2 (11:30):
Well, thank you. It's been an agree with you today.
Speaker 1 (11:32):
Thank you. It's great to have you.
Speaker 2 (11:33):
You
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