GECU CEO to retire as credit union expands its Southwest footprint.
Crystal Long said she will step down after 15 years leading the El Paso institution, as it pursues growth in New Mexico through a pending bank acquisition.
The longtime chief executive of GECU, the largest locally owned financial institution in El Paso, announced plans to retire at the end of April, closing a 15-year tenure marked by steady growth and a push beyond Texas state lines.
In a message posted this week, Crystal Long said the decision comes at a moment of transition for the $4.6 billion-asset credit union, which serves more than 441,000 members and is in the process of expanding its footprint in neighboring New Mexico.
“Leading this organization has been one of the greatest honors of my professional life,” Long said. “While choosing the right time to step away is never easy, this is the right time to position the organization for its next chapter.”
The leadership change arrives as GECU continues to build on its financial performance. The credit union reported $59.7 million in earnings in 2025, up from $49.6 million the previous year, reflecting both balance sheet growth and continued member expansion.
Long said a successor will be announced soon, adding that she is “confident GECU will continue to thrive under their stewardship.”
During her tenure, GECU grew into El Paso’s largest independently owned financial institution, a distinction Long highlighted in her remarks.
“I am deeply proud of all we have accomplished together, including leading GECU through steady growth to become El Paso’s largest independently owned financial institution with over $4.5 billion in assets serving more than 441,000 member-owners,” she said.
That growth strategy has increasingly extended beyond the credit union’s home market. In November, GECU announced an agreement to acquire Bank of the Southwest, a New Mexico-based institution with $187 million in assets and 11 branches serving communities including Roswell, Las Cruces, Farmington and Truth or Consequences.
If completed, the deal would mark a significant step in GECU’s regional expansion, bringing its cooperative model into additional markets across New Mexico.
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Long pointed to that effort in her statement, describing the acquisition as part of a broader push to bring “access to convenient, superior financial products and programs to empower financial freedom to more communities.”
The move reflects a growing trend among credit unions seeking to expand through bank acquisitions, particularly in adjacent markets where they can scale operations and extend membership eligibility.
GECU has already established a presence in Las Cruces, and the pending transaction would deepen its reach across the state.
Beyond geographic growth, Long emphasized the institution’s community investments, which have been a hallmark of its strategy. She cited initiatives ranging from support for health care infrastructure to workforce development and veteran recognition.
Those efforts include backing the GECU Women’s Health Wing at the Texas Tech Health El Paso Fox Cancer Center, supporting the University of Texas at El Paso’s Banking Academy, and honoring veterans through the Rio Grande Flight program.
“I want to express my sincere gratitude to our employees, the Board, and our members,” Long said. “Your dedication, trust, and belief in our mission of people helping people have made my time here incredibly meaningful.”
The transition comes at a time when credit unions more broadly are balancing growth ambitions with operational complexity, particularly as they expand into new markets and product lines.
For GECU, the combination of leadership change and geographic expansion underscores a pivotal moment.
“As I step away, I know that GECU stands on a solid foundation and with a clear vision for the future,” Long said. “I am confident the organization will continue to grow, innovate, and serve members and our communities for generations to come.”
The incoming chief executive will inherit an institution that has grown substantially in size and scope — and one that is positioning itself to extend its reach well beyond its El Paso roots.
“Leading this organization has been one of the greatest honors of my professional life.”
Crystal Long
President & CEO
GECU
Ken McCarthy is manager of marketing communications at Tyfone, where he monitors the credit union industry and contributes to conversations shaping its future. He previously covered credit unions and community banking for American Banker and S&P Global Market Intelligence. He holds a journalism degree from Point Park University and has more than 15 years of experience covering financial services. He is also the author of three literary fiction novels.
