As credit unions (CUs) seek ways to stay competitive in an increasingly diverse, crowded and complex financial sector, it’s creating some fascinating new possibilities for the organizations that service CUs — the credit union service organizations (CUSOs).

In the latest permutation of this concept, AdTech company Prizeout is at the heart of a newly formed CUSO called Prizeout Partners, which has attracted some of the most high-profile credit unions in the country.

In a conversation with PYMNTS, CEO David Metz of ad-tech platform Prizeout discussed how he’s less dazzled by the glittering realm of VC banks and more interested in leveraging community connections of this other class of FIs to bring merchants and consumers together.

David Metz, Prizeout’s CEO, and Amy Sink, Interra Credit Union CEO, both joined us on the show to share how their two organizations are working together, bringing the benefits of the ad-tech company’s merchant gift card withdrawal platform.

Nine credit unions have partnered with Prizeout to offer their members value-added gift cards.

With access to the Prizeout program, the credit unions’ members will receive, on average, a 12% bonus when they purchase gift cards.