Ironwood Insights Q4

Quarter IV 2025

Insights Start Here

Happy Fall

Welcome to the Q4 edition of Ironwood Insights! As we close out 2025, we reflect on the progress we've made and the partnerships we've strengthened. This newsletter continues our commitment to transparency, innovation, and community.

A Word from Our President

Joan Kuykendall

 

"The secret of change is to focus all your energy not on fighting the old but on building the new." – Socrates

 

2025 has been a transformative year for Ironwood. We expanded our service capabilities, deepened our financial institution partnerships, and launched our Priority Executive Partnership–ushering in a new era of strategic collaboration and continuing to control our own destiny. Our team worked tirelessly to deliver tailored solutions, and our commitment to integrity and innovation remained at the forefront of every initiative. 

Our partnerships with Dejavoo Systems has been a cornerstone of this success. Their iPOSpays and DejaPayPro platforms continues to empower our merchants with seamless integration, mobile flexibility, and robust reporting.

Another key initiative that we're proud of this year is helping clients navigate Visa's new Commercial Enhanced Data Program (CEDP), ensuring they're well-positioned to optimize interchange savings under the updated framework. If you missed our recent Lunch & Learn or would like to schedule a deeper dive based on your unique portfolio, please reach out to Jackie or Denise to schedule a call with me.

Thank you to our existing partners and to any Financial Institution contemplating joining the Ironwood family. We are honored to be your partner or to be considered as your future partner. 

A Word from Our SVP of FI Sales

Jacqueline Niles

Thank you to all our financial institution partners, both existing and prospective partners, for your continued trust and collaboration. We look forward to engaging with many of you at upcoming events and continuing to build strong partnerships that matter both to your merchants and bottom lines. Since this is our year-end issue, I'd like to focus on the Ironwood Advantage and review our key differentiators.

What Sets Ironwood Apart: 12 Ways We Champion Financial Institutions at Ironwood, we're proud to work alongside community banks and credit unions across the country. As the payments landscape evolves, our mission remains the same: to be a trusted partner who understands your values, your customers and members, and your culture.

Here are some ways Ironwood stands out in supporting community financial institutions:

1. We Speak Your Language
We understand the unique challenges and opportunities facing community banks and credit unions. Our team doesn't just sell solutions–we tailor them to your institution's mission and customer/member experience.

2. We're Not Just Processors–We're Partners
From compliance to conversion, we're with you every step of the way. Whether it's navigating Visa's new Commercial Enhanced Data Program (CEDP) or offering Dual Pricing and Surcharging across various card acceptance methods – mobile, card present, invoicing, text-to-pay, tap-on-phone, etc. These solutions are ideal for your SBA or B2B customers or any merchant looking to eliminate high credit card processing fees. We help you stay ahead of industry changes and are always thinking of ease of use both for our partners and your merchants.

3. We're Built for Regional and Community Banks and Credit Unions
Ironwood was designed from the ground up to serve financial institutions. We understand your compliance needs, your brand standards, and your growth goals. All three of our Partner Spotlights show you how hard we work to customize our agent and referral programs to help our partners achieve their strategic goals. 

4. We Personalized our Agent and Referral Programs
Our programs are not cookie-cutter. Every aspect of our programs are crafted with care–tailored to your needs and designed to meet your FI's unique mission, strategic vision, or needs. We take the time to understand who your institution is and break down barriers that you might be experiencing in your program today.

5. We Help You Grow Revenue Organically
Through our GRO (Grow Revenue Organically) and data mining campaigns, we help you uncover untapped merchant opportunities already within your institution. By analyzing transaction data, we identify businesses processing elsewhere and provide targeted outreach strategies to bring that volume back under your brand. It's a smart, low-risk way to grow non-interest income using the relationships you already have.

6. You Get Direct Access to Senior Leadership
Our senior management team is available for strategic planning sessions–whether you're exploring growth opportunities, addressing underwriting or risk concerns, or reviewing the performance of your Grow Revenue Organically campaigns. We're not just a vendor–we're part of your long-term strategy.

7. We Help You Compete with Fintechs–and Win
We understand how fintechs are encroaching on your business, and we're here to help you stay ahead. Whether it's leveraging our specialty platforms, exploring new integration paths for a specific member or customer, or developing a broader strategy to protect your portfolio, Ironwood is your partner in innovation and defense. Again, our Partner Spotlight testimonials echo this sentiment.

8. We're Proud to Represent Your Customers/Members
When we work with your merchants, we act as an extension of your brand. Our goal is to enhance your reputation, not overshadow it and to provide the same, white-gloved customer/member care that you deliver day in and out. Above all else, we respect that these are YOUR merchants who've worked hard to develop long-term relationships, and we strive to deliver the same white glove approach that you do each and every day.

9. We Make it Easy to Say Yes
From pre-filled forms to streamlined onboarding, we remove friction wherever we can – so you and your merchants can focus on what matters most–growing your businesses!

10. We're Always Improving
We realize we're not perfect and regularly review and refine our outreach, drawing on feedback and performance data to make sure we're delivering value in every interaction.

11. We Show Up
Whether it's our bi-monthly Lunch & Learn webinars, attending regional/state conferences, or a one-on-one strategy session, we're present, prepared, and ready to help.

12. We Believe in Community
Just like you, we believe in doing business the right way – with integrity, transparency, and a commitment to long-term relationships and the financial institution industry.

Let's keep building something great together.

If you're attending the Illinois Bankers Association Women in Banking Conference or the GoWest Credit Union Association's upcoming events, stop by and say hello–we'd love to connect.

New here? Let's keep the conversation going. Click below to connect with Ironwood.

Industry Highlights

IntelliPay and BillTrax

As evident in this partner's success within the municipal space, technology plays a critical role – particularly through specialty platforms like IntelliPay and BilTrax.

IntelliPay is a flexible payment platform that supports a wide range of billing needs, including tax and utility payments. One of it's key strengths is its ability to integrate with any software that allows for integrations. While IntelliPay does not maintain a public list of available integrations, their team works directly with Ironwood to ensure compatibility and seamless implementation.

BillTrax is designed for more complex payment – particularly when a municipality, government entity, or corporation has intricate invoicing systems or extensive data archiving needs. It offers secure online bill presentment and storage, allowing users to access current and historical bills in PDF format. This makes it ideal for organizations that require detailed billing records and flexible payment options across multiple channels. Billtrax also supports automated reconciliation and integrates seamlesssly into existing systems, helping streamline operations and improve citizen or customer engagement.

Partner Spotlight

Blue Federal Credit Union

At Ironwood, we believe the best partnerships are built on trust, heart, and a shared vision. That's why our relationship with Blue Federal Credit Union stands out–it's a story of two teams coming together to make like better for the people and businesses we serve.

So, who is Blue? They're more than a credit union. Blue is a lifelong champion–rooted in Cheyenne, Wyoming, and growing strong across the Rockies–showing up for their members in ways that matter most. From helping families save on a car loan, to investing in students with scholarships, to providing financial coaching through their one-of-a-kind Boost Center, Blue is all about creating real connections and sparking possibilities.

Since joining us a Referral Partner in 2022, Blue has brought optimism, collaboration, and an unwavering commitment to helping business members thrive. Whether it's recommending the right POS solution, streamlining payments, or lowering processing fees, they've proven time and again that they are all in on their member's success.

A big part of that connection comes through Matthew Tonos, Business Solutions Advisor at Ironwood. Matthew has worked side-by-side with Blue's team to ensure business members have the tools, guidance, and support to grow with confidence. His partnership mindset has made it easier for entrepreneurs to get started, stay supported, and dream bigger. 

And as Brent Barstad, Business and Wealth Relationship Manager II at Blue, put it best: 

 

"Ironwood and Matthew have earned the due praise! Happy to shout it from the rooftops!" 

 

We couldn't agree more. Together with Blue, we're building pathways for businesses to succeed and communities to flourish–one realized dream at a time. Here's to more wins, more growth, and more rooftops to shout from.

Partner Spotlight

Six Degrees of Separation–and One Merchant Connection

At Ironwood, we respect the confidentially of our partners. This Partner Spotlight features a financial institution that, due to corporate policy, cannot provide public endorsements. But their story is too impactful not to share–anonymously, of course.

In a recent conversation, one of their municipal bankers referenced Kevin Bacon's "Six Degrees of Separation" to describe how merchant services can unlock unexpected opportunities. "You can schmooze all you want," they said, "but word of mouth goes a long way in municipal banking."

That word of mouth–especially in the tight-knit world of municipal finance–has helped them turn merchant relationships into powerful catalysts for growth.

This partner has found that leading with merchant services, particularly in the municipal space, opens doors that traditional banking alone cannot. Municipalities often struggle with complex billing needs–dual pricing, surcharging, convenience fees, online payment portals sometimes needing complex invoicing requirements–and few processors offer a turnkey solution.

By offering Ironwood's streamlined, all-in-one municipality and government platform(s), our partner has become a trusted resource for cities and townships navigating digital transformation.

"It was the merchant processing that locked the deal – that got them to start bringing everything else over to us."

That "everything else" includes large deposit relationships, escrow accounts, and even municipal loans. In one case, a township manager voiced frustration over a large regional bank taking over their local community bank during lunch with peers. Several of his peers recommended our partner and Ironwood's expertise in handling municipal processing needs. That single conversation led to a new relationship worth tens of millions in deposits.

"We're an agent partner with Ironwood and manage our own sales cycle, so we get very detailed with our prospective customers. But Areli Saucedo, our Ironwood, Partner/Business Development Sales Rep, was the reason we landed one of our municipal accounts. Her ability to tailor the demo to their specific needs and understand exactly what the prospect was looking for is why we have the Sewer Authority today. If this expands into a full relationship with the City, it's because of Areli–she's the reason this happened."

Team Spotlight
Denise Manely, VP of Sales for Financial Institutions

Let the Games Begin: Leadership, Change & the Human Element in Financial Services

Football season is here, and with it comes the excitement of competition, strategy, and resilience–qualities that also define great leadership. I recently had the pleasure of attending the CU Leadership Convention in Las Vegas, where NFL legend Joe Theismann delivered a keynote that lest a lasting impression.

Joe Theismann: A Masterclass in Adapting to Change

Joe's story is one of triumph, tragedy, and transformation. As the most productive quarterback in Washington Redskins history and a two-time Pro Bowl player, he was the top of his game–until one devastating injury changes everything. Faced with rebuilding his life and career, Joe asked a powerful question: "How do you define success?"

His answer: True success begins when you start giving back.

Joe's message resonated deeply with me. He spoke about:

• Goal Setting: Writing goals down makes them real. I do this daily–it keeps me focused and accountable.
• Enthusiasm & Energy: Surround yourself with people who light up a room. Positivity is contagious.
• Discipline & Direction: Do I love planks and squats? No. But discipline matters.
• Adapting to Change: Growth and comfort don't coexist.
• Mental Toughness: Believe in yourself, especially when the road gets tough.

The financial industry today faces so many challenges. Technology disruptions, economic uncertainty, regulatory shifts and changing customer and member expectations. It's challenging to balance mobile convenience with in-person customer service and retain loyalty.

My Journey: As a Former Banker

Joe's words took me back to my own transition–from a career in banking to managing a sizable merchant portfolio. The learning curve was steep, and the goals were hefty. But I tackled it one day at a time, leaning on industry experts and building a strong agent program. The experience taught me the value of resilience, collaboration, and continuous learning.

The Human Element: Leadership That Puts People First

Another highlight from the convention was meeting Steven Stapp, President and CEO of Unitus Community Credit Union. Steven was honored with the Renee' Sattiewhite Neoteric Changemaker Award for his bold, community–driven leadership. His work exemplifies the credit union movement's core value: People helping people.

As I mentioned in my last blog post, human connection is essential–for emotional wellbeing, strong relationships, and thriving communities. It's what gives life meaning.

Thoughts on the Ironwood Advantage 

As I continue to explore the Ironwood Advantage, I often reflect on my time as a banker overseeing a successful agent program. The contrast is eye-opening. Ironwood delivers solutions that would have streamlined operations, enhanced agent performance, and simplified merchant onboarding in ways traditional banking models often struggle to match.

• Flexible Pricing Options
Ironwood offers dual pricing and surchargin across multiple payment channels–mobile, card-present, invoicing, text-to-pay, tap-on-phone, and more. This flexibility is ideal for SBA and B2B clients, or any merchant seeking to eliminate high credit card processing fees. For bankers, this means fewer pricing constraints and more competitive offerings.

• Direct Access to Senior Staff
Unlike many legacy systems, Ironwood provides direct access to senior management, partner managers, and business consultants. Whether it's technical guidance, complex pricing support, or live demos of Ironwood's full suite of solutions, the support is immediate and impactful–something bankers know is critical when managing high-value relationships.

• Industry-Specific POS Solutions
Ironwood offers multiple point-of-sale options tailored to specific industries, streamlining and simplifying daily operations for merchants. Whether it's retail, restaurant, service-based, or mobile businesses, theses solutions are designed to meet the unique needs of each vertical–making it easier for bankers to deliver value to a diverse client base.

For those in banking still navigating the limitations of traditions agent programs, Ironwood represents a modern, scalable alternative that puts both agents and merchants in a position to succeed.

Final Thoughts: Embrace the Season of Change

As fall arrives, I'm reminded that every season brings new challenges–and new opportunities. Whether it's football, finance, or personal growth, success lies in how we adapt, stay disciplined, and connect with others.

Here's to tackling challenges and overcoming distractions. Happy Fall!

Future Trade Shows

Ironwood will be attending the conferences and trade shows listed below–we'd love to connect if you'll be there too!

Illinois Bankers Association, Women in Banking Conference

Date: October 2-3, 2025
Location: Crowne Plaza, Springfield, IL

Hosted by the Illinois Bankers Association, this conference celebrates 25 years of empowering women in the banking industry. Attendees will enjoy inspiring keynote sessions, leadership development workshops, and the prestigious Women in Banking Awards Ceremony honoring trailblazing professionals.

GoWest Credit Union MAXX 2025

Date: October 13-16, 2025
Location: Oregon Convention Center & Hyatt Regency, Portland, OR

MAXX is the premier annual event for credit unions across six western states. It features high-impact networking, over 120 solution booths, educational sessions, and community impact initiatives like the CU4Kids Auction. It's a must-attend for credit union professionals seeking innovation and collaboration.

MidWest Bank Leaders Conference

Date: November 6, 2025
Location: Gleacher Center, Chicago, IL

Designed for senior bank executives, this conference focuses on economic trends, regulatory updates, and technological advancements. It offers a platform for strategic discussions, and peer networking to help leaders prepare for the challenges and opportunities of 2026.

Announcements

Lunch & Learn

Mark you calendars for our upcoming Lunch & Learn, taking place on Thursday, October 23 at 11:00 AM CT.

This session, Application Best Practices, is our annual refresher designed to reinforce key processes and share strategies that make applications smoother and more efficient.

We'll cover essential steps, practical tips to avoid delays, and requirements to ensure every application is set up for success from start to finish.

Bring you questions, grab your lunch, and discover how best practices can help you streamline the process and achieve faster, stronger outcomes.

To inquire about registering for the session, please complete the contact form below.

Final Remarks

We appreciate your continued partnership and look forward to a successful close to 2025.

Here's to a new year of growth, innovation, and collaboration.