Its Not What We Do, It's Why We Do It

Its Not What We Do, It’s Why We Do It

Lytle 12

Our passion is to help cooperatives and credit unions connect emotionally with members, transform their experience to create loyalty and grow the business.

We believe cooperatives and credit unions operate within a superior business model compared to investor-owned entities and are governed by principles that should be promoted to members and consumers.   We believe cooperatives and credit union primary responsibility is to run a successful business by focusing on their members to make better decisions and live successful lives.

We consult with credit union and cooperative leaders to improve results by applying cooperative principles in their decision-making. We do this by focusing on those things that make credit unions and cooperatives unique and continuously looking for opportunities to work with other cooperative organizations.

Member Allegiance has been delivering results since we opened in 2006. Our goal is to provide both a superior customer experience and tremendous value for our customers.

Kevin Lytle has over 30 years of experience in credit unions, banks, and cooperatives and is passionate about exceeding your expectations.

Use our Contact Us page if you are interested in hearing about ways we can help you create member engagement and loyalty.



An experienced executive with a proven track record in achieving corporate goals using a broad spectrum of management skills including product innovation, product management, strategic planning, budgeting, contract negotiations, process improvement, and creating a work environment that inspires people to do their best work.



·        Product Management

·        Strategic Planning

·        Vendor Relations

·        Customer Relationship Management

·        Project Management

·        Excellent verbal and written Communications

·        Website Content

·        Brand Marketing

·        Product Pricing

·        Consumer Research

·        Process Improvement

·        New Product Development





  • Created 3-year executive leadership program for future credit union CEOs.
  • Launched consultative services division that accounted for 70% revenue increases on an annual basis.
  • Researched and facilitated new product development that garnered $500K+ in first year revenue.
  • Researched and developed national brand for US credit unions; over 1,500 credit unions nationally adopted the logo.
  • Pioneered and implemented measurable strategies that enabled a national marketing agreement with a check printer, generating $18 million over a 5-year period.
  • Built and leveraged connections to ensure influencers within target markets and demographics that enabled 150% increase in customer base.
  • Created and managed a communication plan for recapitalizing an organization which raised $90 million in new capital.
  • Skilled in identifying cross-functionalities and integration of same and shared services.

Planning &



  • Partnering with development departments to create a solid plan to reach Major and Small Donors that reflects segmentation, targeting and value proposition development.
  • Developing marketing plans that reach target segments quickly and effectively.
  • Mobilizing communications teams to “get the plan off the page” with efficiency and flexibility—measuring results and adjusting the plan to reach aggressive goals in a timely manner.


  • Creating work cultures that reward accountability, performance excellence and teamwork across multi-disciplinary teams.
  • My approach consistently yielded favorable results by maximizing the performance of people, ensuring work processes are efficiently implemented, enhancing customer satisfaction, and ensuring that a favorable return is offered to the bottom line.
  • Serving as a key partner with corporate accounting in the budgeting process to include development of projections, accrual rates and other metric.
  • Developing new decision making and communications processes, best practices, and a focus on merging of cultures while recognizing that people work in different ways to achieve a common goal.



  • Developed and successfully launched a low-cost mobile banking application for credit union members.
  • Designed and implemented a process for innovation that reduced the timeframe for product launch from 180 to 90 days.
  • Developed and implemented a process to solicit and analyze customer feedback using Net Promoter Score methodology.



  • Planned and implemented systemic training and launch of Salesforce CRM for over 80 licenses.
  • Managed over 20 national contracts with suppliers and service providers simultaneously.
  • Created, wrote and produced a series of monthly webcasts for leadership entitled ‘It’s Your Money’
  • Planned and managed member education conferences for 250 to 500 attendees.


06/2005 to Present – PRESIDENT, Member Allegiance, LLC, New Hope, MN

07/2014 to 7/2016 – VP BUSINESS PARTNERSHIPS, True North Custom, Chattanooga, TN

02/2013 to 04/2014 – VP OF INNOVATION AND BUSINESS DEVELOPMENT, Leverage, LLC, Tallahassee, FL

09/2006 to 06/2012 – VP OF MARKETING AND PRODUCT MANAGEMENT, Western Corporate FCU (WesCorp), San Dimas, CA



St. Mary’s University, Halifax, Nova Scotia—Masters in Management Cooperatives and Credit Unions; 2009

Upper Iowa University, Madison, WI—Bachelor of Arts in Marketing Management; 1999

Certificate in Marketing Excellence, University of Wisconsin School of Business, Madison, WI; 1997


  • Monthly Articles for CU Nation, WesCorp Online, 2007-2012
  • Valuing Corporates as Teammates, Credit Union Times, 2/14/2007
  • Master’s Program Explores Dynamics Between Cooperative Values and Principles, and Strategic Decision Making, Credit Union Times 2/28/2007
  • The Credit Union Environmental Scan, Marketing Chapter, CUNA, 2005
  • Focus On The ‘Underserved” is Really Misplaced, The Credit Union Journal, 2002
  • Member Business Services Guide, CUNA, 2003
  • The Case for Share Drafts, Credit Union Magazine, 1995
  • Credit Union Taxation: A Supplier’s Perspective, Credit Union News 2001
  • The Value of Knowing Your Customer, American Marketing Association News, 1989


Marketing Committee; Mount Olivet Church of Plymouth

Public Relations Committee; National Cooperative Business Association

Chairman, Board of Director; Co-operative Management Education Alumni

Chairman, Board of Director, Over Fifty Employment Services, Inc.

Sales and Marketing Executives, Madison Chapter

Club President, Toastmasters, Edina, MN




1) Relator –  forms solid, genuine, and mutually rewarding relationships

2) Strategic – can weigh alternative paths and determine the one that will work best and most efficiently

3) Learner – a love to learn new things quickly, and keep a group, team or organization on the cutting edge

4) Arranger – has a natural ability to orchestrate people and resources for maximum effectiveness

5) Analytical – able to uncover the essential facts needed for excellence in any endeavor