Chris Holman welcomes back Kelli Ellsworth Etchison, Chief Marketing Officer, and Chief Diversity Officer, LAFCU, Lansing, MI.

Watch Kelli and Chris discuss her joining AACUC’s national board, advancing Michigan’s leadership in diversity and credit union innovation, in the YouTube video shared below: 

There were several things Chris wanted to cover in this conversation with Kelli:

Welcome back, Kelli, remind the Michigan business community about LAFCU?

What does your election to the AACUC (African American Credit Union Coalition) national board mean for LAFCU and for Michigan’s role in shaping the future of credit unions?

How do you see AACUC’s work influencing diversity, equity, and inclusion efforts across the financial services industry?

What lessons from your work at LAFCU will you bring to your role on the AACUC board?

How can credit unions strengthen their impact on underserved communities through initiatives like those you’ve led at LAFCU?

Looking ahead, what opportunities or challenges do you see for credit unions in advancing financial empowerment nationwide?

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LANSING, Mich. — The African-American Credit Union Coalition (AACUC) has elected Kelli Ellsworth Etchison to its national board of directors for a three-year term. Ellsworth Etchison is the chief marketing officer and chief diversity officer for LAFCU. She also serves as CEO of the Stable Communities Foundation powered by LAFCU.

Her election elevates Michigan’s role in the national credit union movement and underscores LAFCU’s leadership in advancing diversity, equity, and inclusion across the financial services industry. Ellsworth Etchison will join peers from across the country in helping guide strategies that shape the future of credit unions and their ability to serve African Americans and other underrepresented communities.

Founded in 1999, the AACUC is a 501(c)(3) nonprofit dedicated to increasing diversity within the credit union industry through advocacy, mentorship, and professional development. Its board provides strategic direction for industry-wide conversations on equity, opportunity, and access.

“I am deeply honored to join the AACUC Board of Directors,” Ellsworth Etchison said. “The AACUC community is bold, mindful, and brave in advancing equity and opportunity. This role is about more than professional leadership — it’s about ensuring that credit unions remain strong advocates for financial empowerment and inclusion. I’m proud to bring LAFCU’s voice to this important work.”

At LAFCU, Ellsworth Etchison has spearheaded initiatives ranging from multicultural engagement to financial literacy programs for youth, seniors, and underserved groups.

“Kelli has been a driving force in fostering inclusion and financial empowerment at LAFCU,” said Patrick Spyke, LAFCU CEO. “Her role on the AACUC Board reflects the values we share — ensuring credit unions are places where people from all backgrounds can access opportunity and achieve financial well-being. We’re proud to see her voice contribute to the national conversation.”

The AACUC announced its 2025-2026 Executive Committee and newly elected directors on Sept. 3.