Browse by Type


Chad LaFlash

AVP Research & Product Strategy at University of Wisconsin Credit Union

Dedicated to solving the needs of UW Credit Union’s members since the Reagan era, Chad has served in many roles, including retail, operations, technology, and marketing. Today, as Research & Development Director, he analyzes industry trends, competitor activities, and member behaviors and feedback, and designs products and services that will advance and sustain the financial cooperative. 

Chad launched the first home banking service in Wisconsin, greatly expanded mortgage offerings to become the top lender in the market, and designed an innovative and successful relationship-pricing checking program from scratch. He has initiated several partnerships with UW campuses, and is responsible for coordinating the annual Student Welcome period, which contributes the majority of member growth for the credit union.

Chad also has responsibility for governmental affairs, and works with elected officials and regulatory bodies to advocate for the best interests of our members. He has guest-lectured at the UW School of Business on product development, and has served on several industry and community boards.

Chad is a 3rd generation Madison native. He and his husband Dale enjoy their home, friends, and family in the community there, while traveling the world as much as possible.