GECU Secures 2024 CUNA Diamond Award For Exceptional Branch Design And Member Experience

Retail transformation specialist DBSI has recently announced its client, GECU, as a recipient of the 2024 Credit Union National Association (CUNA) Diamond Award. The award, falling under the "Point of Sale Display and Retail Merchandising" category, was given in recognition of the outstanding design and functionality of the Neighborhood BranchSM located at Rojas and Eastlake in East El Paso, Texas. This accolade underscores GECU's commitment to innovation and member-centric services in the banking sector.

As part of its strategic expansion, GECU collaborated with DBSI to revamp the 2,200-square-foot branch, aiming to mirror GECU's forward-thinking vision for banking. This vision encompasses a blend of innovation, focus on member experience, and digital advancement. "We're incredibly honored to receive this recognition and to have worked closely with the amazing team at DBSI to make this award possible. Our members appreciate and admire the unique look and feel of the branch that makes their experience seamless and one-of-a-kind," expressed Jacque Valdez, GECU Senior Vice President of Operations and Member Experience.

The prestigious award was presented at the annual Marketing & Business Development Council Conference recognition dinner on March 19, 2024, at Caesars Palace in Las Vegas. This year's competition was notably fierce, with a record 1,451 entries across 37 categories from organizations spanning 44 states and the District of Columbia.

Alisa Semyekhina, SVP of Digital Creative at DBSI, played a pivotal role in implementing the branch's innovative elements. She highlighted the importance of combining digital advancements with a human-centered design approach in realizing GECU's vision. The collaboration has successfully established a prototype for future banking environments that prioritize engagement and member-centricity.

The GECU Neighborhood BranchSM at Rojas and Eastlake began operations in March 2023 to cater to the financial needs of El Paso's rapidly expanding Far East community. It features four drive-up lanes offering personal teller services and round-the-clock ITMs for external transactions. Inside, members have access to mobile and online service enrollment, self-serve tools, and assistance with any GECU-related inquiries.

GECU stands as one of Texas and New Mexico's largest and most robust credit unions. Founded in 1932, it boasts over 430,000 members, 32 state-of-the-art branches, and assets exceeding $4.4 billion. For those interested in joining or learning more about GECU's offerings, including free financial education aimed at helping members achieve their financial goals at every life stage, visit gecu.com.

"We are incredibly proud to see GECU recognized in the Diamond Awards, one of the most prominent recognitions for credit unions. Our long-standing partnership has enabled GECU to redefine their banking experience and set a new standard in the industry," shared Jared Jones, SVP of Growth at DBSI.

For more information about the transformative project undertaken by DBSI for GECU or to explore partnership opportunities with DBSI for your project, reach out via [email protected].

About GECU: Based in El Paso, Texas, GECU serves an extensive membership base across Texas and New Mexico. Their mission is dedicated to providing members with superior financial products and services that facilitate financial freedom.