MSUFCU Innovation Partner Spotlight : GreenPath Financial Wellness

March 19, 2024

In the rapidly evolving landscape of financial services, partnerships between credit unions and fintech companies have emerged as a key driver of innovation and success for members. In this installment of our recurring Innovation Partner Spotlight series, we’ll introduce the fintech, GreenPath Financial Wellness, and their groundbreaking virtual financial coach.

What GreenPath Brings to the Table

GreenPath Financial Wellness, an MSUFCU fintech partner, is a nonprofit with over 60 years of experience supporting credit unions, banks, and employers to provide financial education and debt counseling to their members, customers, and employees. GreenPath stands out as an industry leader in innovation and compassionate member service. Most recently, they have taken their financial wellness counseling to the next level by developing a virtual financial coach with a goal to remix the American dream, so it works for everyone.


 Green Path’s Virtual Financial Coach

Recognizing the transformative power that technology holds, GreenPath understands the need to communicate with individuals in diverse ways, ensuring that there is a genuine personal touch with every interaction. As the world evolves, so do the needs of our members and helping people along their financial journeys.


Considering evolving financial practices, GreenPath went the extra mile by creating an the virtual financial coach, named ‘Lea’, that provides users the ability to engage in the financial world on their own terms. Lea[EB1] [HH2]  allows users to seek information on specific financial areas, without being overwhelmed with unnecessary details. Users will be able to inquire about how to improve their credit scores, pay down debt, move forward after a credit decline, and build healthy financial habits for the future. They will have access to simple, yet essential aspects of financial literacy.


Anonymous, Empathetic Support for All

Green Path’s commitment to inclusivity is further highlighted by allowing users the option to remain anonymous while accessing the resources they need for financial success. They reassure their users that common questions about financial management are normal, creating a safe space where people can seek guidance without judgment. Lea  uses caring, concise, and jargon-free, language while providing actionable steps and options to improve financial health. Additionally, she is sophisticated enough to use context to personalize conversations to help build action plans for users while also providing encouragement and celebrating progress.


The Synergy of Fran & Lea

A noteworthy aspect of Green Path’s innovation journey is the synergy between Lea and Fran, MSUFCU’s virtual assistant. By combining the power of Fran’s knowledge and ability with the efficiency of Lea, GreenPath has created incredible possibilities. Whether members need assistance with routing numbers or personalized financial counseling, this dynamic duo will be able to deliver comprehensive support.


 Learn More About GreenPath

Interested in exploring all the helpful solutions that GreenPath Financial Wellness and Lea have to offer? Visit their website at to explore their engaging and insightful technology that can help transform your financial future.


To hear more about GreenPath, you can listen to our recent Wallet Watch podcast episode.


Fostering Innovation at The Lab at MSUFCU

The Lab at MSUFCU was established as an innovation center to identify, create, and execute opportunities for innovation together and turn ideas into advanced financial technologies. By devoting resources to cultivating an entrepreneurial mindset, collaborative ideas can be generated that lead to pilots and new technology, products, and services for members and credit union employees.

The Lab at MSUFCU also provides a nurturing environment for fintech’s like GreenPath to develop technologies like Lea and explore potential innovations. MSUFCU proudly collaborates with GreenPath Financial Wellness to push the boundaries of what is possible for fintech’s and the members and credit unions that use them.

To learn more about The Lab at MSUFCU, or if you would like to participate in our pilot opportunities as a member tester, visit our website at