Vision 2035 — The Bold Credit Union Strategy Quietly Dominating the American Southwest
Can a credit union really compete with Chase and Chime? Sunward Federal Credit Union's EVP Alex De La Cruz says yes — and he's got the numbers to prove it.
Alex brings nearly two decades of financial services experience across Bank of America, First Tech Federal Credit Union, TDECU, and Teachers Federal Credit Union before joining Sunward in Albuquerque, New Mexico. Today he leads retail, lending, digital, marketing, and strategy — one of the broadest executive roles in the credit union industry.
In this episode, Alex gets brutally honest about what it takes to win in community banking in…
The skinny
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