Danielle E. Frawley

Background

About Danielle E. Frawley

I help build future-ready growth engines inside mission-driven financial institutions with a unique lens on lending, member experience, digital transformation, and people development. Today, I serve as Chief Lending Officer at University Federal Credit Union (UFCU) in Austin, where we’re reimagining how lending can be both high-performing and human-centered.Over two decades in financial services, I’ve led growth and lending strategies that outperform industry benchmarks. I’ve helped teams rediscover purpose, navigate massive change, and deliver impact that actually matters to real people.My leadership style is a blend of: Strategic rigor and systems thinking,🧠 Behavioral economics and organizational psychology,🧡 Hospitality-driven service models,And a bias toward doing the next right thing for the member.Previously: Chief Growth Officer at Community Financial Credit Union, where we launched AI-powered underwriting, redesigned the retail model, and developed award-winning products like CloseEnuff™ and the hOpe! mortgage. EVP/CXO & CLO at Fort Community Credit Union, where we implemented full digital and core conversions alongside an ai-enabled contact center, and drove high-ROI growth in lending, deposits, and member engagement.Results I’m proud of: Double-digit growth in deposits and lending portfolios, even during market contractions A increase in saleable mortgage gains in one year Full-stack transformation: cards, digital banking, LOS, and contact center conversion— all in 18 months Strategic roadmaps for AI in lending, chatbots, and internal knowledge bases Moving orgs from sales pressure to purpose-driven, hospitality-centered cultureThought leadership: Speaker: NAFCU, Future Branches, ACU Consumer + Mortgage Lending Conference Recognized as a Credit Union Rock Star Filene i3 Innovator Published essays on human-first product design, gratitude-led change, and leading with "heart and hustle"