Liliana Canga, CEO, Members Trust of the Southwest Federal Credit Union

Invest: spoke with Liliana Canga, CEO of the Members Trust of the Southwest Federal Credit Union, about the institution’s 90-year history, Houston’s growth, the changing needs of members, and the importance of community engagement and financial education. “Financial success is not only about numbers. There are many things behind the numbers that are important,” Canga said.

How has Houston’s growth and economic evolution shaped the way Members Trust operates today?

Members Trust has been in business for 90 years. The credit union was originally founded by dairy farmers in Houston who came together to create a financial institution that could support their community. At the beginning, there were around 70 members, and the focus was agricultural lending.

Over time, Houston changed, and so did we. The credit union was originally called Houston Milk Producers Federal Credit Union, and later we changed the name to Members Trust of the Southwest Federal Credit Union as the business diversified into other industries.

Agriculture is still part of our history, but today our business is much broader. We now provide consumer loans, business loans, and commercial lending services. We have two branches, one in Houston and another in Stephenville, Texas.

Last year was an excellent year for us. We had excellent results, asset growth, and good net income. Houston’s population growth and economic expansion continue to create opportunities, and we are paying close attention to those changes.

Where are you seeing the greatest opportunities for financial institutions in Houston today?

One of the biggest opportunities is understanding what members need and continuing to listen to them. Technology is important, but listening to members is equally important.

Real estate continues to be a strong opportunity. People are looking to buy homes, refinance existing homes, and explore different types of investments. We structure products to help members depending on their needs.

We offer programs for first-time homebuyers and products with low or no closing costs. We also continue growing our business lending portfolio, including small business and middle-market business loans.

Houston’s growth is creating opportunities across many sectors, and financial institutions need to adapt their products to support those needs.

How are member expectations evolving in today’s financial environment?

Members expect technology and convenience, but they also want guidance. Many people do not fully understand financial products, especially first-time borrowers.

For example, first-time homebuyers or people applying for their first auto loan often have many questions. We spend time working one-on-one with members to help them understand the process and the products available to them.

Financial success is not only about numbers. There are many things behind the numbers that are important. Education is a major part of what we do, and we spend a great deal of time helping members better understand their financial decisions. That personal relationship is one of the most important parts of the credit union model.

How do you view consolidation and increased competition across the financial sector?

Consolidation is happening throughout the financial industry, including among credit unions. Last year, there were many mergers within the credit union industry, and the volume of combined assets was much higher than in previous years.

One of the challenges for smaller institutions is scale. Members expect more digital services, better technology, and stronger cybersecurity protections. Financial institutions need to continue growing in order to remain competitive and provide the products members are demanding.

Cybersecurity is one of the biggest challenges today. Financial institutions invest a significant amount of money and time to make sure they have the right programs and software to protect member information and deposits.

Education is also critical because many cyberattacks begin with fraud attempts directed at consumers. We educate both employees and members on how to protect themselves and recognize potential threats.

Even as the industry changes, our mission remains the same. We continue focusing on serving members and remaining financially strong.

What are the biggest workforce challenges facing the industry today?

Finding and retaining good employees is important. Training is essential because employees need the right knowledge and tools to serve members effectively.

One thing we are proud of is employee longevity. Some employees have been with the organization for 15 or 20 years. Once people understand the credit union philosophy and the importance of helping members, many choose to stay and grow with the organization.

We also work hard to remain competitive with larger institutions by offering strong benefits and maintaining a positive work environment.

Working at a credit union requires people who care about helping members and supporting the community.

How important is community involvement to the organization’s mission?

Community involvement is extremely important to us. Credit unions are part of the communities they serve, and we actively participate in local organizations and events. In Houston, we work with organizations like the Greater Heights Area Chamber of Commerce. Through those relationships, we meet people from different industries and support community initiatives.

We also participate in scholarship programs, support schools, and contribute to local activities and events. In Stephenville, we work closely with schools and community organizations as well.

The Houston credit union community also works together to support charitable causes. During floods, storms, and other emergencies, credit unions come together to raise money and provide support for hospitals, children, and families in need. Community support is an important part of the credit union philosophy.

What is your outlook for Members Trust and the Houston market over the next few years?

Houston continues to grow, and we expect to continue growing with the city. We want to remain financially strong while continuing to serve our members and support their needs.

Innovation will continue to be important, and financial institutions must continue adapting to changes in technology and the market. Trust and relationships also remain essential.

As we celebrate 90 years, we remain focused on continuing to earn our members’ trust. The financial industry may continue changing, but our purpose remains the same. We exist to serve our members.