Crystal Long

President & CEO, retired

GECU

Crystal Long transformed GECU into a nationally recognized credit union focused on financial well-being, innovation, and community impact. Her leadership has expanded access to affordable financial services and strengthened cooperative banking in underserved communities.

Congratulatory Listings

Crystal has made a lasting impact far beyond the walls of GECU. She championed the credit union difference, expanded financial opportunity and invested in the next generation of leaders. Her commitment to the cooperative principles we share represents the best of the credit union movement.

Congratulations, Crystal Long, on this well-deserved recognition as a Co-op Hero. Your visionary leadership, commitment to service, and dedication to improving members' financial lives continue to inspire others and strengthen the credit union movement. We celebrate your remarkable achievement.

Crystal: Congratulations on your induction into the Cooperative Hall of Fame. Your visionary leadership and unwavering commitment to the cooperative movement have inspired our industry and strengthened countless communities. This well-deserved honor celebrates your extraordinary legacy and your Cornerstone League family is proud to celebrate you.

DCUC congratulates Crystal Long and all 2026 inductees. Crystal’s leadership and GECU’s support of their military and veteran members truly embody the credit union spirit of People Helping People. DCUC is proud to see this lifelong commitment honored and celebrated.

Crystal, congratulations on this remarkable recognition! Your passion for serving others, dedication to cooperative values, and commitment to improving the lives of members have left a meaningful mark on GECU and the broader credit union community. We are grateful for your leadership and proud to celebrate this milestone with you. Best wishes from your GECU team!

GECU Board of Directors

Alex Rascón — President and CEO

Hazel Kennedy — EVP – Chief Lending Officer

Fernando Ortega — EVP – Chief Information Officer

Aida Arce — SVP of Project Management Office

Nicole Bradford — SVP of Compliance

Dede Farmer—SVP of Impact & Engagement

Lettie Ramos — SVP of Mortgage

Mike Sarabia — SVP of Internal Audit

Chris Tompkins — SVP – Chief Commercial Services Officer

Jacque Valdez — SVP of Operations & Member Experience

Young Vasquez — SVP of Human Resources

Amanda M. Williams — SVP of Marketing

TruStage congratulates Crystal Long on her induction into the Cooperative Hall of Fame. As CEO of GECU, Crystal has advanced the credit union’s founders’ vision with skill and grace, expanding cooperative financial services to more than 441,000 members and their families. TruStage salutes her passion, leadership, and commitment to GECU and cooperative principles.

The Texas Economic Development Corporation (TxEDC) proudly congratulates Crystal Long on her induction into the Cooperative Hall of Fame.

As a dedicated TxEDC Board Member, she brought a deep commitment to advancing opportunities for Texas.

We are honored to celebrate Crystal’s outstanding leadership, service and contributions to the cooperative community and the great state of Texas.

Congratulations, Crystal!

Congratulations, Crystal!

United Way of El Paso County is proud to celebrate you and this well-deserved honor. Your extraordinary leadership, generosity and heart for our community have inspired so many and helped make El Paso stronger. We are grateful for your longtime partnership and commitment to United Way and we are honored to celebrate you. Thank you for always leading with purpose!

Congratulations, Crystal, on your well-deserved induction into the Cooperative Hall of Fame. Your visionary leadership, steadfast service and enduring commitment to cooperation have strengthened communities and inspired countless leaders across the movement. The Worldwide Foundation for Credit Unions and World Council proudly celebrates this extraordinary honor and your remarkable legacy.

Friends of Crystal Long

Bob Wingo

Brooklyn & baby sister

Cathy Statz

Ceci Davila

Claudia Rosales

Evan Long

Fallon & Jonathon Lopez

Jesse Pisors

Jim Long

Jim & Susan Senter

Julie Bosland

Karen Zimbelman

Kirstie Boyettte

Lynda Power

Lupe Mares

Mary Griffin

Michelle L. Schry

Mountainstar Sports Group

Ricardo Mora

Tanny Berg

Texas Tech Health El Paso

Your GECU Family

A Journey Built on Service

When Crystal first joined GECU in 1979, she didn’t even know what a credit union was. She applied because her future mother-in-law told her it was “a great place to work.” What started as an entry-level file clerk position became a lifelong commitment to the cooperative philosophy of people helping people.

Raised in El Paso, Crystal balanced work, family, and school while steadily rising through the ranks from teller to CEO. Along the way, she became known not just for her leadership, but for her heart.

Her Cooperative Hall of Fame induction honors a leader who never forgot where she started — and spent her career creating opportunities for others.

Leading With Compassion

Crystal Long has always believed leadership begins with service.

Colleagues describe her as humble, compassionate, and deeply committed to helping others succeed. Dr. Richard Lange wrote, “She never shines a light on herself. Instead, she consistently encourages, develops, and supports those around her.”

Under her leadership, GECU employees have volunteered thousands of hours supporting tax assistance programs, food drives, and financial education initiatives. Crystal’s commitment to service extends beyond work — she says one of the greatest privileges of her life was caring for her parents.

In 2024, she received the Greg Inman Servant Leadership Award, recognizing leaders who put people first.

Innovation Rooted in Community

Crystal Long believed financial services should meet people where they are.

Under her leadership, GECU launched its award-winning Neighborhood Branch™ concept, bringing branches directly into underserved communities. She also guided the credit union through major digital transformation efforts, expanding online banking, digital mortgages, and Interactive Teller Machines to make services more accessible.

In 2021, Crystal led GECU through a historic federal charter expansion that allowed the organization to serve underserved communities across Texas and New Mexico.
Mayor Renard Johnson said Crystal’s impact “extends far beyond El Paso.” Her leadership proved innovation works best when it’s rooted in service.

Education as Empowerment

Crystal Long has spent her career making financial education accessible to everyone.
Under her leadership, GECU expanded programs offering free financial counseling, homeownership assistance, and bilingual tax preparation services. Through the VITA program alone, families have saved millions in tax-preparation fees while receiving millions more in refunds.

Crystal also championed student-run branches, financial literacy programs, and scholarships for future healthcare and finance professionals.

As a first-generation college graduate herself, she understands how education changes lives. Her Hall of Fame induction recognizes a leader who empowered thousands of families through knowledge and opportunity.

A Champion for Young Leaders

Crystal Long believes the future of the cooperative movement depends on investing in young leaders.

That belief inspired the growth of GECU’s Young Professionals program, which now includes more than 415 members. Through mentorship, advocacy, and volunteerism, Crystal has encouraged young professionals to see cooperative work as a way to make a difference.

Cornerstone League President Caroline Willard called her “an inspirer of people.”

Crystal credits much of her own inspiration to her cooperative hero and mentor, Harriet May. Today, Crystal continues that legacy by helping the next generation find their voice and purpose.

Advancing the Cooperative Movement

Though deeply rooted in El Paso, Crystal Long’s leadership has influenced the cooperative movement nationwide.

She has served with organizations including the World Council of Credit Unions and the National Credit Union Foundation’s FinHealth Fund, helping advance financial wellness initiatives across the country and around the world.

In 2019, Crystal received the Herb Wegner Memorial Award, considered the credit union movement’s highest honor.

Senator César Blanco wrote that her leadership has made her “a driving force for financial empowerment and inclusive economic development.”

The Person Behind the Leader

Behind Crystal Long’s remarkable career is a deep love for family, faith, and community.

She has been married to her husband Jim for 45 years after meeting him as a teenager in El Paso. Together they raised two children and now enjoy spending time with their granddaughter Brooklyn.

Crystal loves traveling, music, and spending time with family — including her “spoiled rotten” fur babies.

Those closest to Crystal know her greatest strength isn’t just leadership — it’s the kindness and encouragement she gives to everyone around her.

A Legacy That Will Last Generations

Crystal Long’s story is one of perseverance, service, and impact.

From her beginnings as a file clerk to becoming one of the nation’s most respected cooperative leaders, she has dedicated her life to helping others thrive. Under her leadership, GECU became a force for financial education, housing support, healthcare partnerships, and community empowerment throughout Texas and New Mexico.

Cornerstone League President Caroline Willard said it best: “Her leadership has elevated not just a credit union, but an entire community.”

Crystal embodies the very best of the cooperative spirit, and her lifelong commitment to service, innovation, and community impact has earned her induction into the Cooperative Hall of Fame. Join us in Washington, DC, on October 8 as we celebrate Crystal Long and her extraordinary contributions to the cooperative business community.

Honoring and Planning Committee

Amanda Williams . Analissa Rodriguez
Carlos Lopez . Dede Farmer

Nominated by:

GECU