Natick, Mass. – Oct. 13, 2026 – BrightBridge Credit Union's (BrightBridge) Senior Vice President of Digital Banking and Data Management Theresa Hayes was featured as a speaker at the New England Financial Marketing Association (NEFMA) Fall Conference, where she shared insights on leading digital transformation initiatives while maintaining a member-first approach.
During her presentation, “A Look Behind the Scenes: Digital Transformation with a Member First Mindset," Hayes discussed the evolving landscape facing credit unions and the importance of embracing technology and innovation while preserving the personalized service and community focus that have long defined the industry.
Drawing on BrightBridge's recent digital transformation journey, Hayes provided attendees with a behind-the-scenes look at how the credit union reimagined its digital account opening and consumer lending processes to create a more seamless experience for both members and team members. Her presentation explored the challenges, strategic planning, implementation process and measurable results of a major technology initiative that transformed how members apply for deposit accounts and loans.
"Digital transformation is not simply about adopting new technology," Hayes said. "It's about understanding what members need, identifying barriers within existing processes and building solutions that make it easier for people to achieve their financial goals. The most successful initiatives keep the member experience at the center of every decision."
Hayes recently led BrightBridge's implementation of new digital deposit account opening and consumer loan application platforms that significantly streamlined the application process for members while reducing manual work for team members. The project involved collaboration across multiple departments and focused on creating a consistent experience whether members interacted with the credit union online or in a branch.
The results were immediate and significant. Within six months of launching the new platform, BrightBridge increased its online deposit account conversion rate from 18% to 45%, resulting in a 150% increase in new member growth, while digital deposit account openings grew by 141%. At the same time, the credit union reduced auto loan workflow complexity by 69%, decreased call center inquiries related to applications by 41%, and significantly reduced the need for manual fraud reviews. Members can now open a deposit account in three minutes or less, while completing a consumer loan application in six minutes or less.
Hayes' career reflects BrightBridge's commitment to developing talent from within. Over the course of 21 years with the credit union, she has advanced from teller to executive leadership, serving in a variety of roles spanning retail operations, marketing, digital channels and data management. Her experience on both the frontline and strategic sides of the organization has helped shape BrightBridge's approach to delivering innovative solutions that enhance the member experience.
"We are incredibly proud of Theresa and the leadership she’s demonstrated throughout her career so far," said BrightBridge’s Executive Vice President and Chief Digital Officer Stephen Lynch. "The success of these digital initiatives is a testament to her vision, collaboration and unwavering focus on our members. We're honored that she had the opportunity to share BrightBridge's story with peers from across the region."
The NEFMA Fall Conference brings together marketing, business development and financial services professionals from across New England to exchange ideas and explore emerging industry trends.
To learn more about BrightBridge, visit www.brightbridge.com.
BrightBridge’s Theresa Hayes and Senior Vice President of Marketing & Communications Matt Coggins at the NEFMA conference on Thursday, Oct. 8.
During her presentation, Hayes offered a behind-the-scenes look at how BrightBridge transformed its online loan application and deposit opening platforms.
About BrightBridge Credit Union
BrightBridge Credit Union (BrightBridge) is a state-chartered community credit union with more than $2.4 billion in assets and headquartered in Lawrence, Massachusetts. BrightBridge currently serves approximately 118,000 members, primarily in Massachusetts, New Hampshire, Rhode Island and Connecticut. BrightBridge operates 23 retail branches located in Amesbury, Bridgewater, Brookline, Danvers, Dorchester, Fairhaven, Haverhill, Hanover, Lawrence, Marlborough, Methuen, North Andover, Plymouth, Quincy, Springfield, Tewksbury, Waltham, West Springfield and Worcester, Mass., plus Plaistow and Seabrook, N.H. and Enfield, CT. BrightBridge also serves many employer groups, including two major Massachusetts employers, Raytheon Technologies and Brigham and Women’s Hospital. BrightBridge offers a wide range of savings and loan products, commercial services and digital banking to meet the financial needs of a growing member base.
