Karen Rosales brings 30+ years of financial services experience. Since becoming ACFCU’s President and CEO in 2012, she has led strategy, service, efficiency and innovation, now guiding ACFCU and COFCU.
Q: What changes or innovations are on the horizon in your industry? How are you preparing for them?
A: Like many industries, ours is changing rapidly. Technology continues to create new ways for members to bank with ease, but relationships remain central to what we do. When someone has a financial dream or challenge, they want to be heard and supported by an organization that understands their goals and the realities of their everyday lives. The credit union philosophy of “people helping people” is the foundational reason I began a career in banking, and will always guide how we serve.
Our credit union has grown quite a bit over the past decade, and most recently by merging with a neighboring credit union. That growth creates more opportunities for us to meet our members’ evolving needs at every stage of life. A young person building credit for the first time needs something different from a first-time car buyer, a family buying a home, a business owner planning for growth or a retiree thinking about long-term financial security. We meet members where they are, help them understand their options and provide solutions that support their lives today and tomorrow.
Q: What do you love most about what you do?
A: Seeing others succeed—helping members achieve their financial goals, mentoring leaders to their fullest potential and creating environments where team members can celebrate shared triumphs. My career was shaped by leaders who were committed to the success of others and who united teams around a common purpose. My goal is to be that leader in return.