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"We wanted to find out why women feel shut out of financial services and we found that there was a need to change the conversations," Kim Sponem, president/CEO of Summit, said.

Initially working with an expert in the field, the credit union's team realized that it was about the messaging, she added. For the past four years, Summit has continued developing its targeted focus on women who typically have not been served effectively in the area of financial services.

"Part of the problem is that they feel financial institutions talk down to them but they do really want to know how to reach their goals and dreams," said Sponem, who was profiled in CU Times' Women to Watch series in September.

She said from research and focus groups, the same questions revolved around women wanting to be asked questions about what they should be thinking about, what their next steps should be and essentially, wanting guidance on how to be prepared.

"What we heard over and over again is, 'I don't know what questions I should be asking,'" Sponem said.

Active in the community, Sponem said she often spends time with area community leaders. When lunching with other female leaders, invariably, talk somehow turned to what they've been doing financially; for example, whether the timing is right to buy or sell their house. They make the most of the opportunity not only as a form of affirmation of being on the right track but also a way to brainstorm, challenge and share ideas and alternate approaches.

"I've never had a male leader engage in that conversation. It's not a criticism, simply, that the way women want and gather information is different than men," Sponem said.

The $8.5 billion Golden 1 Credit Union in Sacramento, Calif., has a rich history of many female executives going on to more prominent leadership positions. About six years ago, the cooperative created the position of a leadership development officer.

"We wanted a person dedicated in that role so we're training people beyond the soft and technical skills on how to be effective leaders of people," Tammy Davis, SVP and chief human resources officer at Golden 1, said.

With an eye on nurturing and keeping top talent engaged, a complete leadership training curriculum has been developed, she noted.

Research revealed during a World Council of Credit Unions and Filene Research Institute Women's Leadership Colloquium held in June, about women being less apt to apply for a position if they don't have the requested skill and experience while men apply regardless and sell their potential, has provided another layer to consider in leadership development.

"I heard that and thought this is an area we can focus on: what potential can someone bring to a role," Davis said. "That was something to share with our recruiting team and other female executives in the organization."

As a result, the shift to include potential has further widened the talent pool at the performance, results-driven organization, she added.