a financial coach meeting with 2 Affinity Plus members
ST. PAUL, Minn. (April 17, 2024) – According to recent data, as many as 78% of Americans live paycheck to paycheck. But for Minnesotans, help is at hand. Timed in conjunction with Financial Literacy Month, Affinity Plus Federal Credit Union (Affinity Plus) is introducing a new team of Certified Financial Coaches, trained to empower members to take control of their finances and pave the way for a successful financial future. 

The Affinity Plus Certified Financial Coaches will provide members with mentoring through both in-person and virtual sessions at no cost. All coaches are Affinity Plus employees who have completed extensive third-party training from the Credit Union National Association on a variety of financial topics, including basic budgeting, debt management and credit repair. The training enables them to provide empathetic and personalized guidance, making financial planning accessible and approachable for all members.

“We are so excited to bring this new coaching service to our members," said Amber Shanley, Director of Branch services. "We want them to know that they have a partner in all parts of their financial journey. Coaching is a mentoring approach to empower our members to make informed financial decisions. Our coaches not only focus on sharing valuable financial knowledge, but will also help our members set individualized goals to help improve their overall financial picture.” 

This new service is part of Affinity Plus's ongoing dedication to enhancing members’ financial well-being. Affinity Plus Certified Financial Coaches will build on the knowledge gained from their firsthand experiences helping members turn their finances – and lives – around. 

“At Affinity Plus, we don’t just see numbers – we see people and we see potential,” said Samantha Prudhon Falkowski, video banking branch supervisor. “If someone needs an auto loan but doesn’t qualify, we don’t turn them away. Instead, we work with them to reshape their financial habits and create a plan to qualify in the future with our guidance.” 

As a not-for-profit, member-owned cooperative, Affinity Plus offers products and services designed to make banking easy and accessible for its members. Beyond the newly-launched Certified Financial Coaches program, Affinity Plus provides a variety of in-person and online services to connect members to knowledgeable Affinity Plus employees for questions about investments, loan applications and more. Members can also use resources like early pay, which allows access to regular paychecks up to two days early. 

For more information about scheduling a meeting with an Affinity Plus financial coach, please visit a branch location or call (800) 322-7228. 


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 www.affinityplus.org or by calling (800) 322-7228.