GECU Welcomes Alex Rascón as New President and CEO, Ushering in a New Era

GECU Welcomes Alex Rascón as New President and CEO

In a significant leadership transition, GECU, one of the largest member-owned federal credit unions in Texas and New Mexico, has appointed Alex Rascón as its new President and CEO. This announcement was made on May 11, 2026, marking an exciting chapter for the organization that has long stood as a pillar of the community, particularly in El Paso.

Alex Rascón, whose tenure at GECU spans an impressive 28 years, takes over the reins from Crystal Long, who retired on May 1, 2026. Long’s years of dedicated service have shaped GECU into what it is today and her departure leaves a legacy that Rascón is poised to build upon.

Before his promotion to the top position, Rascón played a vital role in GECU’s financial strategy as the Executive Vice President and Chief Financial Officer. His responsibilities involved overseeing numerous departments including accounting, treasury, business intelligence, and human resources, along with managing the overall financial health of the credit union. His hands-on experience with branch operations, community development, and communications uniquely positions him to lead GECU effectively.

Gregory J. Watters, Chairman of the Board at GECU, expressed confidence in Rascón, emphasizing that his leadership style, extensive experience, and innovative mindset will meet the evolving needs of members. “We believe Alex will steer GECU into its next chapter of growth while maintaining a focus on our members and the communities we serve,” said Watters.

As GECU continues to experience steady growth, it has become El Paso's largest independently owned financial institution, boasting over $4.5 billion in assets and serving more than 441,000 member-owners nationwide. Recently, the credit union announced plans to acquire Bank of the Southwest, pending approvals from regulatory agencies such as the National Credit Union Administration (NCUA) and the Federal Deposit Insurance Corporation (FDIC). This acquisition aligns with GECU’s mission to assist more individuals and families in their financial journeys.

Rascón also shared his excitement about his new role, stating, “I am honored and humbled to be chosen as GECU's next President and CEO. Crystal Long was a true visionary and extraordinary leader shaping who GECU is today.” He expressed gratitude to the Board for their trust, vowing to prioritize the mission of people helping people during his leadership.

In addition to the acquisition plans, GECU is set to expand its footprint with a new branch opening in Lubbock, Texas, expected in the fall of 2026. The anticipation surrounding this expansion indicates a commitment to growing access to financial services for more individuals across Texas.

Founded in 1932, GECU has a long-standing mission of providing its members with a range of robust financial services that include online banking, checking and savings accounts, mortgages, personal loans, and free financial coaching. With the leadership of Rascón, GECU aims to continue guiding its members toward financial freedom, driven by its foundational principle of community support.

As they embark on this journey, GECU and Alex Rascón look forward to forging new paths and making a meaningful difference in the lives of their members and the wider community.