James McBride is a credit union advocate, strategist, and longtime industry leader with more than 25 years of experience working alongside credit unions of all sizes across the country.

In November 2024, James founded Let’s Go! with a clear mission: to ensure that today’s youngest generation grows up in a world where their grandchildren still know — and benefit from — local credit unions.

Throughout his career, James has served in senior executive and leadership roles, helping credit unions navigate growth, change, and increasing complexity while remaining anchored to their cooperative purpose. His work spans strategy, governance, culture, and organizational leadership, with a consistent focus on long-term sustainability rather than short-term optimization.

James believes the credit union movement is at a critical inflection point. Scale, technology, regulation, and shifting consumer expectations are reshaping financial services, and tradition alone will not preserve relevance. Let’s Go! exists to challenge comfortable thinking, confront hard realities, and support credit unions in making the decisions required to remain meaningful, independent, and member-owned for generations to come.

Known for his candid voice and practical perspective, James writes and speaks regularly about leadership, growth, and the future of cooperative finance. His work is grounded in a simple belief: credit unions still matter — but only if we are willing to do the hard work necessary to evolve with intention and courage.