Swanson led a transformational rebrand for Ellafi Federal Credit Union, which was previously called Seasons Federal Credit Union. The credit union's new identity fosters a message of inclusion, empowerment and women empowerment.

“We didn’t want to just change a name and a logo. We wanted to change the experience. We studied the data, engaged with members and female consumers and listened to what women were saying,” said Swanson. “They want to be seen, understood and supported financially.”

The rebrand was sparked by a bigger vision to not only compete with bigger banks and corporations, but to create a movement centered around empowering women.

“I saw an opportunity to transform an established credit union, Seasons Federal Credit Union, into something that speaks to the heart of what women need: trust, access, community, and empowerment," said Swanson. "The concept of building a credit union centered on women was an idea I brought to the management team after conducting extensive research that revealed a real and growing need."

Attention to detail is extremely important to Swanson. 

When coming up with a new name, “Ellafi” was carefully thought out to portray its mission of empowerment, leading and strengthening the economic resilience for women and their allies.

“In addition to being an acronym for our mission, the name "Ellafi" is derived from "Ella," a nod to strength, and "fi" for finance,” said Swanson.

With inclusivity being a driving force in Ellafi’s mission, Swanson included "allies" as part of Ellafi's mission, due to financial equity being a barrier many face.

“We also included allies because financial equity isn’t just a women’s issue, it’s a community imperative,” said Swanson. “Men are not only welcome, they’re encouraged to join us as members, advocates and partners in this movement. Building a more inclusive and equitable financial future requires all of us. Our roadmap includes the launch of additional products, services and community partnerships to further support women."

Swanson reflected upon the incredible achievement of receiving this award paired with receiving a 40 under 40 award from Hartford Business Journal several years ago, explaining that for her, “it's a moment of deep gratitude." 

“Professionally, this recognition affirms the courage it took to challenge the norms of traditional banking by centering women in an industry that often overlooks their needs,” said Swanson. “It reinforces the importance and impact of building financial institutions with purpose. It also opens the door to larger conversations about how we can innovate, include, and intentionally empower communities, especially women, through their financial journey.”

Erin Depot, a marketing specialist close to Swanson explained the direction of the rebrand and Swanson’s leadership.

“Robyn’s leadership ensured that the rebrand was not simply cosmetic, it was a strategic and values-driven evolution rooted in data and purpose," said Depot. "She helped define Ellafi’s new identity, shaped its messaging around empowerment and inclusion, and aligned its services to meet the unique financial needs of women.”

Aligning with Ellafi’s mission of empowerment and education, Swanson has taught financial literacy to highschool students, contributed to youth religious education programs, held numerous leadership positions within different organizations and actively participated with the Connecticut Women’s Council and the Hartford Women Leaders Association.

“These community initiatives are a natural extension of Ellafi’s mission to foster financial independence and resilience through education and advocacy,” said Depot.

When reflecting on her career and biggest achievements, Swanson’s first thought goes to the many people she's worked with throughout her career and the success stories of Ellafi members.

“Perhaps the most rewarding achievements are the stories we hear from our members,” said Swanson. “There have been many over the years — from helping the young couple secure a mortgage for the home where they built their family to the recently divorced woman who bought her dream car with the first loan she ever had in her own name. It’s the acts of service that have meant the most to me during my career.”

The legacy Swanson has left on Ellafi is one that puts humanity and equity at the forefront of banking, she said.

“The legacy I work toward leaving is that Ellafi is a success because it puts humanity and equity at the center of banking, that Ellafi becomes proof that a financial institution can be both profitable and purpose driven," said Swanson.

"I want young women entering this field to know that leadership doesn’t require permission. It requires conviction," said Swanson. "I want my work to show that with vision, a strong team, and relentless commitment, it’s possible to reshape systems, even ones that have been in place for close to a century, to better serve those historically left out," Swanson said. 

Looking to the future, Ellafi plans to launch the Green Lending Program, an initiative that centers sustainability and womens homeownership. In addition, Ellafi plans to expand their nonprofit efforts.

“I’m most excited about deepening Ellafi’s involvement with community organizations that focus on the next generation of female leaders like Girls Inc of Central Connecticut and Grace Academy of Hartford, said Swanson. “Our work with organizations like this to educate and empower girls to build a solid financial foundation cemented with education and financial wellness tools will make for a stronger future for them and for the rest of us,” she added.

Swanson urges students in business to be bold, lead with confidence and to create space for themselves to succeed alongside others.

“The table is only powerful if the people sitting there are willing to pull up more chairs. So be bold enough to build your own table if you need to, and generous enough to invite others to join you,” said Swanson.