Investments in the Cooperative = Investments in YOU

Message from Your CEO, Dave Larson

Greetings to all of our members, and a Happy New Year! I love this season that we’re in. The anticipation of what lies ahead in the New Year contains excitement, changes and challenges. With the holidays over and the hustle-and-bustle behind us, it’s easy to get caught up as we forge ahead – without pausing to celebrate accomplishments. To appreciate the achievements and milestones.

When I became CEO in the fall of 2013, we set out to enhance the credit union’s financial foundation and strengthen the cooperative – for our members. We created a new mission and vision for Affinity Plus, and we established our core values as an organization.

MISSION STATEMENT – Affinity Plus is a not-for-profit member-owned cooperative providing exceptional service
and quality financial products for its membership.


  • Caring: We show compassion and respect for people. We treat people with dignity.

  • Excellence: We strive for the best results and have high expectations. We seek to improve, and to have a safe, secure and sound organization.

  • Integrity: We are honest and trustworthy. We are open to new ideas and feedback. We learn from our mistakes.


More than just words, this is our promise to you. We want you to feel confident in the products and the services we provide. And we want you to experience our core values in action when you interact with us – whether that’s in a branch or through our phone and digital channels.

Casting a future vision: A stronger Affinity Plus
As we head into 2017, the area I’m most excited about is our Vision Statement. It’s where we aspire to be as we lead Affinity Plus into the future. It reads:

VISION STATEMENT – To be well-positioned to capitalize on opportunities for the betterment of the cooperative. Due to work of our employees and leaders, and the financial health of our members, I am proud to say that this vision has become a reality. This year, Affinity Plus will begin a series of critical projects that represent a significant investment into the future of the credit union.

Our initiatives over the next few years will include upgrades to:  

  • our online and mobile banking system
  • our core processing system
  • our consumer loan origination system
  • our corporate network

Some of the enhancements will be seen and felt by the membership; others will be behind-the-scenes to create efficiencies for our employees. As we celebrate a successful 2016, you can rest assured that we are reinvesting in the credit union to make a better, faster, more efficient Affinity Plus! Exciting times are ahead. I sincerely thank you for your trust in us – we appreciate our member-owners and strive to provide exceptional service and quality financial products for you. Happy New Year!