SWANZEY, N.H. (MyKeeneNow) When Eric Stanley and his business partner launched CUSAG in 2005, they weren’t looking to build a traditional collections company.

In fact, that’s a label Stanley still doesn’t like to use.

“We don’t look at what we do as collections, said Stanley. “We really look at what we’re doing as we’re doing workouts … we’re actually trying to talk to people and understand their story and try to come up with solutions with them.”

That philosophy has helped transform a small Monadnock Region startup into a company that today serves hundreds of credit unions across the country while remaining rooted in southwestern New Hampshire.

The company’s story began after Stanley built a career in banking, specializing in loan recovery and workouts. Following a bank merger, he joined a credit union and saw an opportunity to create something different. Working alongside a business partner, he helped launch what would become CUSAG.

The operation started modestly, with just a few employees and a handful of clients. More than 20 years later, the company has grown to more than 30 full-time employees and approximately 335 credit union clients nationwide.

Unlike many businesses that expand through aggressive marketing campaigns, CUSAG’s growth came almost entirely through referrals.

From Northern Maine to Tennessee and Washington State, credit unions began recommending the company to one another, attracted by its unique approach to helping members navigate financial challenges.

That approach is rooted in Stanley’s belief that credit unions are fundamentally different from traditional banks.

“If you can help people through a bad time, they really become your members,” he said. “That’s the difference. They’re not customers, they’re members. Credit unions really key on their membership. If they can help their members through the bad times, those members will be loyal to them.”

Rather than acting as an outside debt collector, CUSAG functions as an extension of the institutions it serves.

“We’re first party collections … we’re one with the credit union. We’re not the big bad collectors. We’re talking to people, we’re having conversations,” Stanley said.

That philosophy has allowed the company to carve out a niche serving primarily small- and medium-sized credit unions. While larger institutions have approached the company over the years, Stanley said growth has always been carefully managed.

“We’ve been approached in the past by really big credits, and we’ve had to say no … We kind of look at what we’re taking on, and we’re careful how we do it. That’s how we’ve grown and how we’ve been able to service—because we don’t try to take too much on at once.”

The company’s personalized approach extends to every member interaction. Rather than relying on automated systems or formulas, staff members work directly with people to understand their circumstances and develop realistic plans.

“We don’t have a system where you just punch in what your payment can be in this arrangement. We talk it out with somebody and we say, ‘What is it that you can afford?’ We make that work,” Stanley said.

That emphasis on relationships has become a defining characteristic of the business and reflects values that have long been associated with the Monadnock Region—personal connections, community involvement and a commitment to helping neighbors.

Beyond its work with credit unions, CUSAG has maintained strong ties to the local community through sponsorships, charitable giving, youth programs and support for first responders and local organizations. Stanley himself has spent decades serving on a local school board, reflecting the company’s broader commitment to community service.

As the nation and the Monadnock Region celebrate 250 years of history, CUSAG’s story offers a modern example of local entrepreneurship. What began as a small company with a handful of employees has grown into a nationally respected business, all while maintaining the values that helped build it in the first place.

“It’s just trying to be understanding of people’s situations, and being personal and really listening,” said Stanley. “That’s what makes you stand out.”