Representing REV, she earned the top honor during the finals held Feb. 11 in Concord, N.C., as part of the Carolinas Credit Union League’s LAUNCH 2026 conference.

McDaniel advanced through a chapter-level competition before joining five other finalists from across the Carolinas at the CUxEL Protégé Finals. In her presentation, “Data Analytics: How Can Credit Unions Reach Gen Z,” she made the case that credit unions must show up where Gen Z starts most financial decisions, particularly search, and that careful use of data and keyword tools can turn a simple online query into the beginning of a member relationship.

“I believe credit unions are uniquely positioned to serve Gen Z in meaningful ways, but we have to be intentional. We have to show up where they are, speak their language and use our data wisely to create products and experiences that meet their needs.” McDaniel said.

Chief Operating Officer Tara Smith said McDaniel’s recognition speaks to both her individual talent and the strength of REV’s team.

“Ashley brought a clear, member-centered view to a topic that can easily become technical,” Smith said. “She committed herself fully to this program, and we are proud of how she grew through the process. Her perspective shows how data can help us reach younger members in ways that feel genuine and useful, while staying true to the cooperative principles that define credit unions.”

Smith also extends congratulations to all the finalists in this year’s competition and acknowledges their contributions to the program.

Cierra Faubert, learning facilitator at REV and leader of the credit union’s internal Protégé initiative, praised McDaniel’s preparation and performance. Faubert previously competed in the Protégé program herself.

“Having gone through the Protégé experience, I know how much time, research and courage it takes to stand on that stage,” Faubert said. “From the first conversation Ashley and I had, she told me she wanted to compete and that she intended to win. Watching her grow from that initial spark of confidence to the polished leader who presented at the finals has been remarkable.”

As the 2026 CUxEL Protégé winner, McDaniel will serve over the coming year as an advocate for young professionals across the credit union community and as a voice for engaging Gen Z in the credit union movement.