On Tap Credit Union has been honored with the Employee Experience Award at the 2026 GoWest Credit Union Association MAXX Awards, held at the Gaylord Rockies Resort in Denver on October 9, with over a thousand credit union professionals in attendance. The GoWest Credit Union Association’s MAXX Awards celebrate credit unions across a six-state region driving meaningful change, supporting local communities, and elevating the broader credit union movement.

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On Tap Credit Union President & CEO Tracie Wilcox Accepts the Employee Experience Award at the 2026 GoWest Credit Union Association MAXX Awards, along with her staff and GoWest leaders.

On Tap Credit Union President & CEO Tracie Wilcox Accepts the Employee Experience Award at the 2026 GoWest Credit Union Association MAXX Awards, along with her staff and GoWest leaders.

Selected from a record-breaking number of nominations and a very competitive pool of finalists by a 45-member panel of regional credit union leaders, On Tap Credit Union was recognized for its outstanding dedication to building a thriving workplace culture and investing in employee growth in the ‘Employee Experience’ award category, one of five credit union categories at the event.

The credit union captured the award for its innovative “Policies and Brew-cedures” program. The name was selected by employees, reinforcing the initiative’s people-first approach and designed to elevate internal onboarding and operational experience. The program welcomes new employees with personalized gift baskets and provides ongoing opportunities to connect with peers and leadership, grounding them in On Tap’s core “KEG of Excellence” culture, defined by being Kind, Engaged, and Genuinely helpful.

That culture empowered employees to speak up about inconsistent processes, siloed knowledge and difficulty finding information. Rather than address individual concerns one at a time, On Tap identified the critical 20% of procedures that drive 80% of daily work and launched a 12-month initiative to make those resources easier to find, understand and use.

“Great member service starts with a great team,” said Tracie Wilcox, President & CEO of On Tap Credit Union. “Our On Tap team put their stamp on elevating the Employee Experience by crafting ‘Brew-cedures,’ which created operational efficiencies designed to help us deliver the exceptional experience every member deserves. When we invest in our internal culture, everyone benefits, especially our members.”

This strategic investment yielded remarkable results, such as high employee engagement, with more than 90% of the credit union’s staff members actively involved in the program. On Tap streamlined “Brew-cedures” have optimized daily workflows, directly supporting high-touch member services and has driven a 10% increase in On Tap’s Net Promoter Score (NPS). This double-digit growth directly reflects the success of On Tap’s recent operational updates, which were designed to streamline user experiences and eliminate friction points across key customer journeys.

While the On Tap team is thrilled that ‘Brew-cedures’ have established a scalable foundation, they are even more energized by the framework’s capacity to drive future organizational growth.

About On Tap Credit Union®

Formerly known as Coors Credit Union, On Tap Credit Union is a full-service cooperative financial institution dedicated to serving individuals living and working in Jefferson, Denver, Boulder, and Larimer counties. Established in 1954, the credit union manages $400 million in assets and boasts a membership of 20,000 individuals who are also owners of the organization. On Tap Credit Union offers personalized financial consultations and a wide range of financial solutions, including a host of consumer banking solutions from a robust deposit suite to vehicle, mortgage, and home equity loans, credit cards, insurance, investment accounts, and financial guidance. Additionally, the credit union provides a comprehensive array of business services, featuring a variety of commercial lending solutions. All of these products and services are delivered on an advanced online banking platform to ensure service anytime, anywhere. To learn more about On Tap Credit Union, follow them on Facebook, Instagram, or LinkedIn.

About GoWest Credit Union Association

GoWest Credit Union Association is the trade association representing credit unions in Arizona, Colorado, Idaho, Oregon, Washington, and Wyoming. GoWest advocates on behalf of nearly 300-member credit unions, and their 17.4 million consumer members.

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