People First Banking: A Commitment to Our Communities

Learn how our 'People Helping People' philosophy supports our local communities.

From golf tournaments to readathons, book giveaways, toy drives, run/walks, and much more, Therese Caballes, our VP, Regional Manager of Retail Services for San Diego, is a fixture across the greater San Diego community. As part of California Credit Union's foundational mission to improve the financial well-being of our members and uplift the communities we serve, we sat down with Therese for an inside look at how a deep commitment to our local communities, a member-first philosophy and a passion for financial inclusion set us apart from other credit unions and traditional big banks.

As VP, Regional Manager of Retail Services for San Diego, you oversee retail operations across our 11 regional locations. However, you are also heavily involved in the community, frequently attending sponsorship events, galas, and charitable drives on behalf of the credit union (check out our Instagram to see more of Therese in action!). How does this deep community involvement shape your role, and how does it ultimately benefit our members and the credit union?

Therese: Community involvement is not something I see separate from my role, but as an extension. Being present at local events, supporting non-profit organizations and showing up for the people who make San Diego what it is gives me a deeper understanding of our members lives, challenges and aspirations. When I am out in the community, I am not just representing California Credit Union, I am there alongside my team members and we are listening, learning and building relationships that help us serve more thoughtfully.

These connections translate into better service across our 11 branches in San Diego. They help us design programs, workshops and products that reflect real needs, strengthen trust with our members and the community and ensure we’re investing our time and resources where they’ll have an impact. Ultimately, the more rooted and involved we are in the communities we serve, the stronger our credit union becomes, because our success is tied to the success of the members we serve.

All credit unions subscribe to the 'People Helping People' philosophy, a principles-driven approach we proudly embrace as a core value at California Credit Union. Could you explain what this philosophy means to you personally and professionally, and how our branch teams put it into practice every day?

Therese: “People Helping People” is more than a credit union philosophy to me; it's the heart of why I’ve spent my entire 25-year professional career in credit unions. Personally, it’s a reminder that I am privileged to make a difference in people’s lives. It’s also a reminder that every interaction we have on the front lines is an opportunity to make a difference in someone’s day. Our branch teams put it into practice every day through their service, education, empathy and doing what is right for our members.

How does this 'People Helping People' philosophy separate California Credit Union from traditional financial institutions, like big banks?

Therese: What truly sets California Credit Union apart from traditional banks is that “People Helping People” is not just a tagline or marketing line for us, it's genuinely the foundation of how we operate.

Unlike a bank, where they have shareholders and are focused on profits, we are not-for-profit. Because we are member-owned, our focus is on doing what is best for the members we serve. We take the time to understand everyone’s individual situation, offer guidance without pressure and make recommendations that support long-term financial well-being. We also invest in the training of our employees so that they can lead with empathy.

We treat our members like family when they walk into our branches. In fact, we know most of our members by name! Our teams celebrate their wins, help them through challenges and build relationships that last for years.

Over the past five years, California Credit Union and North Island Credit Union have invested more than $4.2 million back into our local communities. Can you speak about some of the organizations we’ve partnered with, and some of the first-hand impacts we’ve seen from this investment?

Therese: At California Credit Union, we believe in the power of partnerships. We’ve partnered with the Boys & Girls Club of Greater San Diego to collect toys in our branch locations for children in need. We’ve also partnered with KGTV News 10 and the Scripps Howard Foundation for their annual “If You Give a Child a Book" campaign. This campaign includes collecting books for elementary school-aged children as well as providing monetary donations through a special telethon and donation link. Collected books are provided to Title I schools in San Diego to reach underserved children living in poverty.

And in San Diego specifically, we've also partnered with many educational, military and community organizations, including the Classroom of the Future Foundation, the Eastlake Educational Foundation and local school districts to support student success and teacher recognition.

The impact of these partnerships is real. In addition to backpacks and books, we’ve also seen students gain access to technology and scholarships that they would not have had otherwise without our support. We’ve seen families receive support during difficult times. And we’ve seen our employees become even more connected to the communities they serve.

Supporting our community is an important part of our credit union’s mission. When the community and our members thrive, so do we. And when our members see us showing up, in their schools or at local community events, they understand that we are committed to their well-being and giving back to the community. That trust translates into loyalty, stronger engagement and members who feel proud to be a part of our credit union.

Of all the regional events and initiatives you have attended recently, are there any specific events, moments or stories that particularly stood out to you?

Therese: Just recently, I attended the Navy Bay Bridge Walk/Run! This was one of those events that really captures the spirt of San Diego, with community, service and coming together for a purpose bigger than ourselves. It’s a tradition that unites military families, local organizations and residents from all over the region.

For North Island Credit Union, it’s especially meaningful because it reflects the values we stand for. When I was walking across the bridge, surrounded by thousands of people moving in the same direction, I felt the impact in every real way. We’re proud to support an event that honors our military community and raises funds for programs that directly benefit service members and their families.

At the race, I had the opportunity to meet the father of an active-duty military member who stopped by our booth after the walk. He shared with me how his son had recently been deployed, and like so many military families, he was navigating the mix of pride and worry. He told me that events like the Navy Bay Bridge Run/Walk, and North Island Credit Union's support of it, meant more to him than most people realize. For this father, seeing thousands of people show up - from civilians, veterans, families and kids - made him feel like his son was not serving alone.

As a longtime leader at the credit union, can you speak to how showing up year after year at these events helps us forge deep, lasting bonds in our local communities? Why are these genuine relationships so critical to our mission, unlike the profit-driven focus of major corporate banks?

Therese: Showing up consistently at community events is very meaningful for me, because it’s how we build relationships that last. When people see me consistently, not just when there’s a spotlight, they understand that our commitment to the community in San Diego or Los Angeles is real. These are not transactional interactions, but genuine connections, partnerships and relationships that are built over time.

That consistency matters. It means community partners trust us. It means families recognize us. It means local organizations know they can count on us to show up, volunteer, support and listen. When our members see or hear this, it reinforces that we are invested in their lives, not just their bank accounts. We are committed to supporting our members at every stage of their financial journey.

This is where we differ from banks. Their focus is on profit and shareholder return. Our focus is on people. These relationships are critical to our mission.

A core aspect of our cooperative mission is inclusive banking, which we champion through specialized products like our Bank On certified checking accounts to support financial stability in underserved communities. How does our active presence in the community help spread awareness of these services and products?

Therese: Inclusive banking is at the core of who we are, and our presence in the community is what brings that mission to life. When we’re out at community events and schools, we’re meeting people where they are, who could be individuals who may not realize that safe, affordable financial services are available to them. We understand we have a responsibility to educate community members and spread awareness on the resources available to them. Products like our Bank On certified checking account are designed specifically to support financial stability in underserved communities.

With your 11 locations across the greater San Diego area, along with our 14 locations in the greater Los Angeles area, how do our teams ensure that every branch feels embedded into the specific community it serves?

Therese: We empower our teams to build relationships with schools, local organizations, and small businesses in their own branch neighborhood, because every community has its own identity and needs.

Our branch managers and frontline teams are encouraged to be present. That local engagement helps them understand what matters most in their own community. This approach creates branches that feel less like corporate locations and more like community hubs. Members see familiar faces and they feel known, and from this a trust develops that we understand their lives and are watching out for their best interests.

Unlike banks, we’re not trying to fit every community into the same mold. We’re building relationships that reflect the diversity and spirit of each city and neighborhood, as that's what makes each branch feel authentically connected to the people it serves.