After immigrating to Manitoba from Jamaica in 2014, Chaunika Reid was drawn to working for Assiniboine Credit Union (ACU), a Winnipeg-based financial cooperative. The key appeal: an organization that lived by values very much aligned with Reid’s own personal principles and priorities.

“I liked the idea of working for a co-operative, where both members and employees had a stake in the business,” says Reid, a financial services advisor. “I also liked that ACU was a locally-owned business with a strong commitment to doing good in the community.”

Founded 80 years ago, ACU today has assets of over $6 billion and is owned collectively by nearly 140,000 Manitobans who use its services. ACU currently operates 17 branches in Winnipeg as well as two northern branches in Thompson and Gillam.

In addition to being a successful financial institution in a highly competitive industry, ACU strives to set itself apart by practising values-based banking. Key to that is following a triple bottom line of people, planet and prosperity.

“Businesses typically focus on growth and increasing margins,” says Kim Champion Taylor, chief people & brand officer. “But at ACU, there are more aspects to our bottom line than just the financial one. We look at how our business decisions impact our members, employees and community partners as well as the planet we all share.”

For example, ACU operates two branches in Winnipeg’s North End, providing financial services access and credit to marginalized individuals and groups largely abandoned by mainstream providers.

Similarly, ACU offers unique access and services to new Canadians, Indigenous communities and non-profit organizations.

Through grants and employee volunteering, ACU further invests in local programs and organizations that foster social justice, environmental sustainability and community development.

Like any other employer, ACU seeks to recruit employees with the skills and talent to do the job at hand. But just as essential is a shared commitment to values-based banking.

“We are looking for people who are motivated by the greater good and who believe they can make a difference by providing financial services to the local community,” says Champion Taylor. “We also look for people who genuinely believe that a commitment to diversity, equity and inclusion makes us all stronger.”

Another way ACU lives out its values is to facilitate a wide range of employee-driven resource groups, including a Pride Committee, an Indigenous Leadership Circle and a Black History Committee.

Reid is a member of the latter group. “I grew up in Jamaica listening to Bob Marley, who said ‘in this bright future, you can’t forget your past,’” she says. “As Black employees, this committee gives us the opportunity to celebrate our history and achievements as a people and to help educate our fellow employees about our stories, experiences and culture.”

Reid says that management at ACU listens closely to issues and concerns raised by the committee and makes changes accordingly. She is also impressed by the diversity she sees around her in the workplace.

“I see Winnipeg as a melting pot of numerous cultures and I’m proud to work for an organization that reflects that kind of diversity,” she says.

Reid also served on another employee-driven committee, one that decides how ACU’s grants and charitable donations are allocated.

“It’s another example of transparency and accountability,” she says. “We gather staff from across the organization and analyze applications to see if they align with ACU’s values and our commitment to a sustainable future for all. We’ve been able to positively impact a number of local organizations in this way.”