Award-Winning Board Chair Dr. Rick Will on USF CU's High-Performance Culture

If you want a closer look at the mindset behind USF Credit Union’s award-winning culture and high-performing, mission-driven board, the latest edition of CUES Put Wheels on It is a must-watch.

Featuring USF CU Board Chair Dr. Rick Will, the conversation explores what it takes to build a board culture centered on communication, mission alignment, and disciplined governance.

As many of you know, Dr. Will was named the 2025 CUES Distinguished Director Award winner earlier this year- a national honor presented annually to just one board leader in the country in recognition of exceptional board leadership.

In the just-released conversation with CUES CEO Heather McKissick, Dr. Will reflects on the importance of engaged leadership and staying tightly connected to the credit union’s mission.

“We all have the same mission - the USF Credit Union has developed an incredible culture that we want to continue to foster,” Dr. Will says. “The culture is pretty much excellence, passion, innovation, community and collaboration and my opinion is passion leads them all.”

At USF Credit Union, that passion is not just encouraged - it’s expected.

“Is your heart there to help members succeed in their financial journey?” Dr. Will says. “Because, that’s what we’re all about.”

Throughout the year, Dr. Will stays actively engaged with fellow board members through intentional check-ins designed to surface ideas, concerns, and opportunities for improvement.

“What are we not doing that we should be doing, and what are we doing that we should stop doing?” he said of the ongoing conversations.

He also emphasizes close collaboration with the CEO to ensure alignment and efficiency in board communication.

“I have a good relationship with our president and CEO, and he’ll ask me, ‘OK, what’s the board’s opinion on this’ and if I know what it is, I’ll be glad to relate that because it saves the board a lot of time and if I do not know, or I’m unsure, I call every single one of them and have a conversation, Dr. Will says.

The interview also covered USF CU’s strategic planning process - which is all volunteer-led.

“What it (the process) has done in my mind is that it has built synergy between management and the board, Dr. Will says. “We look at what we want the credit union to be and what we want the credit union to do and why we want that done but we stay out of the how.”

The discussion also highlights USF CU’s volunteer-led strategic planning process, which Dr. Will says strengthens alignment between the board and management.

“It builds synergy between management and the board,” he said. “We focus on what we want the credit union to be, what we want it to do, and why - but we stay out of the how.”

Heather noted that this level of intentional governance and collaboration reflects the spirit of the Distinguished Director Award.

To see the full conversation, watch the latest edition of Put Wheels on It.