CCUA Celebrates President Paul Gentile on His Departure from the Association
The Cooperative Credit Union Association (CCUA) recently announced President/CEO Paul Gentile will leave his post this fall to join Merck Employees Federal Credit Union, a $1.9 billion credit union in New Jersey, as president/CEO.
Gentile served as the CCUA’s president/CEO for approximately five years. During his tenure, the association completed two mergers. In 2014, the Massachusetts Credit Union League, the New Hampshire Credit Union League and the Credit Unions of Rhode Island merged to create the Cooperative Credit Union Association. In 2016, the Delaware Credit Union League also merged into the association.
CCUA’s hallmark is on-the-ground local advocacy and local branding in each of its four states, where credit unions decide their advocacy direction. Each of the states in association have their own brand to ensure a strong local identity with lawmakers, consumers and regulators.
“Our model stays true to the ‘local control’ tenet of cooperatives. While we have the power and scale that comes from having four states aggregated under one umbrella, in each of our states the credit unions are branded under their own state banner and drive the agenda for advocacy and charitable giving on the local level,” said Gentile. “It ensures that all credit unions have a strong voice and it helps guide our engagement efforts in the individual states.”
Under Gentile’s leadership, CCUA launched the Better Values Better Banking (BVBB) consumer awareness campaign. Gentile stressed that BVBB is more than just an awareness campaign, but rather is an all-encompassing brand for all the good work that credit unions do in their communities.
“We wanted our awareness campaign to be able to bring in our advocacy work and our charitable giving. If we host a major charitable event in a particular state you will see our Better Values Better Banking brand along with the state’s credit union brand,” said Gentile. “That drives home to constituents that credit unions are more than just financial service providers, they are true community partners.”
The BVBB campaign is currently being leveraged to create awareness around the CCUA’s education effort to battle elder financial abuse. The elder education platform, Credit Union Senior Safeguard, has earned accolades from lawmakers and regulators for its mission to battle elder financial abuse through a scalable education platform.
CCUA Chair Ellen Ford, CEO of People’s Credit Union in Rhode Island, said the association is well position for continued success driven by excellence in advocacy and member value.
“We wish Paul only the best and thank him for his tremendous contributions to our success,” said Ford. “He worked cooperatively with the association's team, our members and the board to get us to this point of advocacy excellence and continually driving member value. We are committed to continuing that work and always keeping our members’ interests first and foremost in all we do.”
Gentile, whose industry roles include editor/publisher of Credit Union Times, president/CEO of the New Jersey Credit Union League, executive vice president of the Credit Union National Association (CUNA) and many additional board and volunteer roles, said he is thrilled to now be able to directly serve the member-owners of a credit union.
“I have advocated for the credit union system for many years because I believe in the structure of the cooperative credit union model. Now, more than ever, consumers need low-cost, high-quality financial services that they can trust,” said Gentile. “It is going to be a privilege to take this next step in my career to serve the members of Merck Employees Federal Credit Union. It has been a true honor representing the member credit unions of the association. Their support and dedication to the credit union systems in our states were the true catalyst to our success. It will no doubt continue and only get better.”Go to main navigation