What does it take to lead a credit union through transformative growth while staying rooted in mission?
For April Clobes, President/CEO of Michigan State University Federal Credit Union, the answer lies in visionary leadership that’s bold in action, clear in direction, and grounded in purpose.
In our recent conversation, April shared the impressive journey of growing her credit union from $400 million to more than $8 billion in assets. This growth didn’t happen by chance—it was the result of a long-term vision, intentionally executed through strategic investments in technology, data, and member experience.
But growth on that scale presents a challenge: how do you innovate without abandoning the principles that got you here?
The Leadership Approach
April’s approach centers on three essential leadership skills: vision, transparency, and team alignment. Vision isn’t just about imagining a bold future—it’s about mapping a course that connects today’s choices to tomorrow’s impact, while honoring the organization’s mission.
“We serve a lot of young people, and our goal is to be where they are—not just today, but five years from now,” she said. That forward-looking mindset drives how her team uses transaction data and member feedback to identify evolving needs. These insights directly inform digital upgrades and fintech partnerships, always with an eye toward enhancing relevance and deepening member connection.
Transparency Fuels Trust
Equally critical to the credit union’s success is April’s commitment to transparency. She fosters open communication with both employees and members—through blogs, emails, monthly management dinners, and quarterly town halls. “I want them to understand the 'why' behind our decisions,” she explained. “That builds trust—and trust fuels progress.”
Turning Vision into Action
April’s example shows how a well-developed vision, backed by mission and shared openly with others, becomes more than aspiration—it becomes a growth engine. Other leaders can apply this mindset through:
Leading with data and purpose. Let your mission guide which innovations to pursue—but let member data help you prioritize.
- Take Action: Harvard Business Review’s On Strategy podcast shares a framework for interpreting and synthesizing data in the episode, “The Right Way to Make Data-Driven Decisions.”
Staying accessible. Don’t let growth create distance. Build systems that maintain transparency and connection at scale.
- Take Action: Establish a consistent and transparent feedback loop that encourages employee engagement, giving individuals an opportunity to make their voices heard and feel valued as changes occur. Track the engagement pulse at your organization through the Gallup Q12 Employee Engagement Survey.
Aligning your team early and often. Engage employees in the vision so they become champions of change, not bystanders.
- Take Action: The article, “All about teams: A new approach to organizational transformation” covers four practical steps you can take to unleash your team’s potential by rallying your employees around common goals.
Strategic growth isn’t just about bigger numbers—it’s about broader impact and staying meaningful. April’s story shows how visionary leadership, when paired with purpose and transparency, can drive exponential progress while staying true to what matters most.
Put Wheels on It: Where Strategy Meets Action
Key Video Takeaways
- Vision is Rooted in Relevance: MSUFCU CEO April Clobes emphasizes visionary leadership as anticipating member needs and ensuring the credit union remains relevant—especially for younger members—by using data, research, and fintech partnerships to meet future expectations.
- Transparency Builds Trust: Accessibility and open communication are central to April’s leadership. She fosters trust through regular touchpoints like town halls, blogs, management dinners, and direct email responses, creating a culture of transparency and inclusion.
- Communication is a Strategic Skill: With a background in marketing and technology, April sees communication as a core CEO responsibility—ensuring all stakeholders understand the “why” behind decisions to foster alignment and engagement.
- Every Moment Matters: April advises leaders and employees alike to treat every interaction as part of their professional reputation. Her philosophy is that long-term impressions are shaped by daily actions, not just formal interviews or evaluations.
About Michigan State University Federal Credit Union
MSU Federal Credit Union (MSUFCU) was founded in 1937 to help its members achieve financial success and stability during tough economic times—a purpose they have remained dedicated to ever since. Today, they have 23 locations, including five in Oakland County, one in downtown Detroit, two in Grand Rapids, and two in Traverse City. Their Mission: To provide superior service while assisting members and employees to achieve financial security, their goals, and ultimately, their dreams.
