Reseda Summit 2026: Gregg Hammerman (Larky) & Ami Iceman (MSUFCU)

The interview focuses on member engagement at credit unions, with Gregg Hammerman of Larky and Ami Iceman of MSUFCU discussing how they use push notifications to reach members more effectively. Gregg explains that credit unions offer many products and services, but members do not always know about them unless they are contacted proactively. They describe push notifications as messages sent through a mobile banking app, using the credit union’s logo and a permissioned channel rather than SMS.

Ami says MSUFCU adopted the system because it offered a more secure way to communicate with members amid smishing concerns, while also allowing alerts, offers, and product links. She says the credit union now uses push notifications in most of its marketing campaigns.

A major topic is controlling message volume. Ami says MSUFCU can set thresholds for how many messages members receive and prioritize urgent notices. Gregg adds that the system is designed to prevent over-messaging and to allow “break glass” alerts when something important needs immediate attention, such as a power outage or other urgent member update.

They also discuss location-based messaging and feedback. Gregg gives examples of messages triggered by a member being in a branch or at another location for a set amount of time. Ami says MSUFCU has used this to ask members for branch visit feedback through a survey link.

On integration, Ami says the system works with internal data and is manageable by her marketing team through a portal. Gregg notes that Larky also integrates with several digital banking providers and supports both large and small credit unions through automation.

The final topic is AI. Gregg says Larky uses AI to help generate better push notification copy, including call-to-action wording, emoji choice, and timing. Ami and Gregg also reflect on the value of the Summit for meeting partners and seeing new fintech developments.