When technology is poised to redefine an industry—especially one as critical as financial services in the age of AI—it needs leaders who can bridge vision and execution. At Glia, we are committed to providing community banks and credit unions with the most transformative, responsible, and practical AI solutions. Achieving this requires a unique blend of technical depth and market empathy.

That's why we are thrilled to introduce our new Senior Vice President of Brand & Product Marketing, Crystal Miceli. Crystal's background is rare: she is a proven leader with deep expertise spanning both engineering and marketing.

We sat down with Crystal for our 'Five Questions' series to dive deeper into what drove her to Glia, how she sees the future of AI in financial services, and the transformative problems she is determined to solve for our customers.

Your background spans both engineering and marketing. How does this unique perspective allow you to bridge the technical details of our product with the clear business value our customers expect?

I like to think that my diverse background (engineering, sales, professional services, customer success, marketing, product management) gives me empathy for the daily challenges teams face, helping me to position my efforts in marketing as a true partner. My engineering mindset means that I attempt to problem-solve independently before I ask for help. This self-service journey often helps me find ways to make the paths of others smoother. A big part of my career was spent onsite at customer offices, understanding use cases and helping to improve outcomes—and I bring that real-world experience to how I communicate in plain language, in the customer’s own terms, about things that matter to them.

What made you want to join Glia?

Glia doesn’t just have proven technology, but also deeply understands how to achieve tangible customer ROI through practical stages that are aligned with customer priorities. We know who we are, where we can provide value, and how to get it done. And our customers reward us with their loyalty. Intense focus on customer impact creates a culture where team members (of all titles) are unafraid to have tough prioritization conversations to ensure customers are served in the most effective way. It’s very healthy and results in better business decisions.

Community banks and credit unions are crucial to local economies. As they move into the AI era, what excites you most about Glia's role in helping them thrive and continue building prosperous, trusted communities?

I see my role as an enabler of our customer’s mission. When Glia marketing is done well, community financial institutions recognize the impact of Glia Voice AI on goals like community growth, providing families access to housing and educational opportunities, building businesses, and facilitating retirement savings or generational wealth. My professional work is not all that different from the work I do as a community volunteer. It’s about making communities better, and I truly get joy from being a part of a bigger mission.

You've worked with some of the biggest tech brands. Given that experience, what makes Glia’s approach to AI uniquely positioned to solve the distinct challenges of financial service organizations?

In 2025, whether you’re dealing with a tech giant or a smaller company, we know the way AI is designed and deployed must be fit for purpose or it doesn’t work. There are thousands of cautionary tales about big expectations for AI that didn’t survive the experimentation phase.

So why is it different at Glia? Focus means depth. Glia has an incontrovertible advantage when it comes to having all of the pieces in place that are specifically designed to serve community financial institutions. The technology is there, the partnerships are there, and the depth of knowledge on how to leverage AI to achieve banking-specific outcomes permeates every function of the company. We are where our customers need us to be and we help them get to where they want to go. The proof is in the metrics like customer retention rate, CSAT and NPS score—but most importantly in the customers who have become our biggest advocates.

If you look two years down the road, what is the single biggest, most transformative problem you want Glia to have solved for our customers?

In the age of AI, someone who tells you they know what the world will look like in two years is having a laugh at the expense of anyone who believes them. What I do know is that community financial institutions need to compete in a rapidly changing financial services landscape, and that Glia’s AI can be transformative in the way it helps them differentiate themselves by enabling more personalized service, extending their offerings, making banking more accessible, and doing all of this while maximizing the efficiency of their operations. In the next two years, I expect to see voice AI adoption become the norm, not the exception—and the institutions with the best end-to-end technology partner (not just software provider) will continue to stay ahead of the pack.

Crystal's strategic insights reinforce the core truth: Focus means depth.

To succeed in the AI era, solutions must be "fit for purpose"—which is exactly why Glia remains dedicated to solving the unique challenges of regional banks and credit unions. We are not just an AI software provider; we are a true technology partner dedicated to helping community financial institutions differentiate themselves, expand their offerings, and maximize operational efficiency.

Ready to see how Glia’s next-gen Voice AI platform can transform your customer interactions and drive community growth?

Request a demo today.