GECU, one of the largest locally owned federal credit unions in Texas and New Mexico, has announced the appointment of Alex Rascón as President and CEO. Rascón, who has been with GECU for 28 years, succeeds Crystal Long, who retired May 1, 2026, after decades of dedicated service to the institution.
Rascón most recently served as Executive Vice President and Chief Financial Officer, where he led accounting, treasury, business intelligence, card portfolio management, and human resources, as well as the credit union’s overall financial performance. Earlier in his career at GECU, he oversaw branch operations, community development, and communications departments and was instrumental in establishing the credit union’s business intelligence department. His deep institutional knowledge and long tenure were central to the board’s decision to appoint him as an internal successor.
The leadership transition comes at a period of active growth for GECU. The credit union has grown to become El Paso’s largest, independently owned financial institution, with more than $4.5 billion in assets and serving more than 441,000 member-owners nationwide. GECU has announced its intent to acquire Bank of the Southwest, subject to regulatory approvals from the NCUA, FDIC, and New Mexico’s Financial Institutions Division. The credit union is also planning to open its first branch in Lubbock, Texas in fall 2026. GECU was founded in 1932 and offers a full range of financial services, including online banking, checking and savings accounts, mortgages, auto loans, personal loans, and credit cards.
KEY QUOTES:
“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. 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.”
Gregory J. Watters, Chairman of the Board, GECU
“Crystal Long was a true visionary and extraordinary leader shaping who GECU is today, and I am excited to build on that legacy. I look forward to championing our mission of people helping people and making a difference for our members and the communities we serve.”
Alex Rascón, President and CEO, GECU
