EL PASO, Texas–New CEOs have been named by two different credit unions.
In Texas, GECU has named Alex Rascón as president and CEO to succeed Crystal Long, who retired after decades leading the credit union and who shared some parting wisdom with CU Daily readers here.
Rascon previously served as EVP and CFO at the $4.5-billion GECU, where he led accounting, treasury, business intelligence, card portfolio, and human resources, as well as the overall financial performance of the credit union. Prior to that, he oversaw branch operations, community development, and communications departments and was instrumental in starting the business intelligence department for GECU.
“The appointment of Alex Rascón marks an exciting new chapter for GECU; he brings the highest-level of leadership, deep industry experience and a forward-thinking approach to meet the evolving needs of our members,” Chairman Gregory J. Watters said in a statement. “We are confident Alex will guide GECU into its next chapter of growth while continuing to focus on our members and the communities we serve.”
Time of ‘Steady Growth’
GECU said the leadership transition comes at a time of steady growth for the credit union, which has grown to serve more than 441,000 member-owners, and which recently announced its intention to acquire Bank of the Southwest subject to regulatory approval to “further its vision to help even more people and families on their financial journey.”
GECU said its expansion plans include GECU’s first branch in Lubbock, Texas, which is set to open in fall 2026.
‘Honored & Humbled’
“I am honored and humbled to be chosen as GECU’s next President and CEO,” Rascón said in a statement. “Crystal Long was a true visionary and extraordinary leader shaping who GECU is today, and I am excited to build on that legacy. I want to thank the Board of Directors for their trust and confidence in me to lead our credit union and look forward to championing our mission of people helping people and making a difference for our members and the communities we serve.”
EastRise CU Names New CEO
Separately, in Vermont, EastRise Credit Union has named Robert Miller as its new president and CEO, effective June 8. He succeeds John Dwyer, who is retiring after a career of nearly four decades.
Miller currently serves as president and COO with the $3.1-billion EastRise CU, where he has “helped lead EastRise through a pivotal period of transformation.” He previously served as CEO of Vermont State Employees Credit Union (VSECU) for nearly a decade and “brings deep experience in banking, organizational leadership, and community impact.”
EastRise Credit Union was formed by the merger of the former New England FCU and VSECU in Jan. 1, 2023, when the new name and brand became effective.
Miller’s background includes roles at Citibank, service with the Vermont Department of Economic Development, and leadership roles in investment management.
‘Source of Strength’
“At EastRise, we believe banking should be a source of strength and peace of mind, and today that belief matters more than ever,” said Miller in a statement. “As financial services rapidly evolve, we will adapt with urgency and innovation while staying true to who we are: relationship-first, grounded in our communities, and committed to helping people build stronger, more sustainable financial futures.
“Our team members make this possible,” Miller continued. “When we invest in a culture of trust, clarity, and shared ownership, we deliver better experiences for our members. I’m honored to step into this role and excited about what we will build together.”
