Heather Minetree

Background

About Heather Minetree

I am a credit union leader focused on elevating digital banking, strengthening operations, and creating exceptional member experiences. As SVP of Member Experience at Peoples Advantage FCU, I oversee digital channels, call center operations, fraud prevention, ACH/wires, vendor management, and compliance-related functions.I lead major initiatives that modernize how we serve members — including digital onboarding, fraud mitigation, real-time payments, account opening enhancements, and operational process redesign. My passion is building teams, improving efficiency, and using technology to remove friction from the member journey.I also serve on the board of the Richmond Chapter of the League of Credit Unions & Affiliates, supporting collaboration and professional development across our regional credit union community.At my core, I am driven by the credit union mission: helping people strengthen their financial lives and reach their goals. Always open to connecting with fellow leaders passionate about digital transformation and community finance.