Affinity Plus Adds Vice President of Branch Services to Strengthen Leadership Team for Continued Success

  • Press Release
July 13, 2022
Industry Veteran Manuela Keeling brings 18 years of experience to new role; sets goal to bolster customer service 
A woman with long brown hair wearing a purple sweater smilingST. PAUL, MINN. (July 13, 2022) — Affinity Plus Federal Credit Union (Affinity Plus), one of the fastest growing credit unions in Minnesota, this week strengthens its senior leadership team to further position the credit union for continued success. Effective immediately, Manuela Keeling assumes the newly-created role of vice president, branch services with oversight of Affinity Plus’s 30-branch network.

Keeling brings 18 years of experience in all aspects of branch operations to her new role. She started her career in financial services as a teller and fulfilled a number of key leadership roles, most recently at Mill City Credit Union and Anoka Hennepin Credit Union. In her new position at Affinity Plus, priorities will include advancing the not-for-profit’s commitment to exemplary member service, and a keen focus on innovation in order to help support member communities during uncertain and evolving financial times. 

“We are so excited to welcome Manuela to the Affinity Plus team,” Corey Rupp, chief retail officer, said. “As one of Minnesota’s Top Workplaces, we pride ourselves on our commitment to cultivating a supportive community inside our branches, which enables us to serve the community outside of our doors. Manuela will play an integral part in providing insight and industry experience as we continue to enhance our member experience and grow as an organization.” 

Keeling was born and raised in Germany and moved to the United States in 2003 after graduating from Berufskolleg Kaufmännische Schulen Düren with a degree in Business and Managerial Economics. She later got a mini Masters of Business Administration from the University of St. Thomas in 2019 and graduated from Credit Union National Association management school in 2022. 

As a leader in the credit union community, Keeling helped develop the Minnesota Credit Union Network Trailblazer Program, a program designed to help credit union employees grow and gain executive level leadership skills. She also serves as president of the Twin Cities chapter of the Minnesota Credit Union Network. 

Based in St. Paul, Minn., Affinity Plus Federal Credit Union is a not-for-profit, financial cooperative that puts people first above profits. Members of Affinity Plus receive maximum value through competitive rates, minimal fees, and unique, member-centric products and programs. Established in 1930, Affinity Plus has 30 branches located throughout Minnesota and is owned by more than 250,000 members. Affinity Plus has more than $4 billion in assets. Additional information is available at or by calling (800) 322-7228.