The Ongoing Journey of Hub C Toward Digital Innovation

Jorge Ruiz, Founder and CEO, FinConecta

At FinConecta, driving financial inclusion has always been our primary goal. Through Hub C marketplace—developed in strategic partnership with WOCCU—we support credit unions in adopting digital innovation and fintech solutions. We believe that technology not only broadens access to essential services, but also fuels a more inclusive financial ecosystem, regardless of each cooperative’s size or location.

Every step we take with Hub C marketplace reinforces our commitment to promoting digital innovation as a driver of development and equity. Throughout our journey, we’ve seen growing interest in fintech solutions, along with valuable insights that strengthen Hub C’s role as a catalyst for growth and transformation.

Why a Marketplace Model?

From the start, Hub C Marketplace was built on a simple idea: a centralized marketplace makes it easier for credit unions to discover and adopt fintech solutions. By bringing together a group of vetted providers in one virtual space, Hub C removes common hurdles like high costs, limited experience, and the complexity of managing multiple vendor relationships. This way, it offers agile and cost-effective tools that speed up digital transformation and enhance the member experience.

We’ve found that both large and small credit unions are keen to innovate and reach underserved markets, recognizing the value of new technologies. However, some need direct guidance to identify priorities, select the right solutions, and secure proper funding. These insights led us to refine Hub C Marketplaces offerings, ensuring each institution can make the most of the platform at its own pace.

Our Innovation Program

A key element in Hub C’s Marketplace strategy is our Innovation Program, designed to support credit unions at various stages of digital readiness. Rather than letting each institution face this transition alone, we provide hands-on advice, customized action plans, and continuous support. By working closely with each organization, we align their strategic objectives with the right fintech solutions and develop successful implementation roadmaps. Thanks to this extra level of attention, there’s renewed excitement, and several credit unions are already considering proposals.

AI Agents Dream Team: Driving Efficiency and Engagement

Another exciting addition to Hub C Marketplace is the AI Agents Dream Team. This suite of intelligent virtual assistants team up with credit union staff to automate repetitive tasks, streamline processes, and cut operational costs—letting people focus on more strategic, high-impact initiatives. Adding these agents to Hub C reflects our commitment to democratizing technology and bringing leading-edge solutions to cooperatives.

Ranging from administrative duties to customer service, these AI assistants have proven highly effective at boosting productivity and freeing employees to build relationships and innovate new services. Early implementations have received positive feedback, suggesting that AI-driven efficiencies could play a pivotal role in the future of credit union operations.

Looking Ahead: A Vision for Financial Inclusion

Each credit union has its own unique path toward digital transformation. Even so, we at Hub C firmly believe that quick and easy access to technology is a common lever to expand financial inclusion. Through our evolving marketplace, the Innovation Program, and the AI Agents Dream Team, we can help credit unions of all sizes modernize their services and respond more effectively to member needs.

Hub C still has plenty of room to test and grow. We’ll keep refining the platform, forging stronger partnerships, and introducing cooperatives to the latest innovations. By offering end-to-end support—from initial exploration to final implementation—we aim to make digital transformation accessible to all. This requires a focus on practical readiness, resource allocation, and the human factor in innovation to create an effective solution.

With the right tools and guidance, credit unions can successfully adopt the technologies they need to better serve their members, reach underserved populations, and foster financial inclusion. Our journey is just beginning, and we’re excited about the potential that lies ahead. Together, we can empower credit unions to shape a more inclusive financial future.