GECU Appoints Internal Executive, Alex Rascón, as President

Alex Rascón has strong experience in the credit union industry and has played an important role in shaping GECU's financial and growth strategies. In his previous role as Executive Vice President and Chief Financial Officer, he managed accounting, treasury, business intelligence, card services, human resources, and the credit union’s overall financial performance.

Earlier in his career at GECU, Rascón also oversaw branch operations, community development, and communications, and helped establish the organization’s business intelligence department.

This leadership change comes as GECU continues to grow into the largest independently owned financial institution in El Paso, with more than $4.5 billion in assets and over 441,000 members nationwide.

The credit union recently announced plans to acquire Bank of the Southwest, pending approval from regulators including the NCUA, FDIC, and NMRLD. GECU also plans to expand further by opening its first branch in Lubbock in the fall of 2026.

"I am honored and humbled to be chosen as GECU's next President and CEO," said Alex Rascón. "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."

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"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," said Gregory J. Watters, GECU Chairman of the Board. "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."

About GECU

Founded in 1932, GECU manages $4.5 billion in assets, and serves more than 441,000 members across the United States. The credit union offers a wide range of financial services, including online banking, checking and savings accounts, mortgages, auto loans, personal loans, credit cards and free financial coaching. GECU’s goal is to provide convenient financial products and services that help members achieve financial freedom.

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