GECU Announces CEO Retirement

Crystal Long

GECU, one of the largest locally owned federal credit unions in Texas and New Mexico, today announced that Crystal Long, President and CEO, will retire April 30, 2026, after decades of dedicated service. Long’s successor will be named soon, with the appointment becoming effective May 1.
 
Under Long’s unwavering leadership, GECU grew to become El Paso’s largest independently owned financial institution with over $4.5 billion in assets serving more than 441,000 member-owners. A true champion of the credit union movement, Long has empowered financial well-being to countless individuals, families, and under-served communities, while also serving on various committees and boards at the state, national, and international levels, including the Texas Economic Development Corporation Board of Directors.
 
“It has been one of my greatest privileges to lead GECU and help empower the communities we serve,” said GECU President and CEO, Crystal Long. “I am deeply proud of the team and all we have accomplished together; and with a strong foundation and clear vision for the future, I am confident the organization will continue to grow, innovate and serve members for generations to come.”
 
“I also want to thank our Board of Directors for their dedicated support and invaluable expertise. Their commitment to our people-focused mission has greatly contributed to our growth and enhanced the experience we provide our members,” Long added.
 
Throughout her tenure, Long has earned numerous industry accolades recognizing her visionary leadership and embodiment of GECU’s “people helping people” philosophy. Her honors include:
 

• Induction into the 2026 Cooperative Hall of Fame
• Induction into the 2025 Credit Union House Hall of Leaders
• Recipient of the 2024 Greg Inman Servant Leadership Award
• Induction into the 2024 “Credit Union Women Making History: Herstory” exhibition at America’s Credit Unions Museum
• Induction into the 2024 Junior Achievement of El Paso Business Hall of Fame
• Recipient of the 2019 Herb Wegner Award for Outstanding Individual Achievement
• Recipient of the 2018 Distinguished Alumni Award by the University of Texas at El Paso
• Recipient of the 2017 Women of Impact Award from El Paso Inc.
• Recipient of the 2017 Setting New Heights Award from the El Paso Hispanic Chamber of Commerce

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