GECU Breaks Ground, Bringing Big Plans to Lubbock, Texas

GECU Brings Big Plans to Lubbock, Texas

One of the Southwest’s largest and most forward-thinking credit unions officially broke ground on its newest branch at 5035 Milwaukee Ave., in Lubbock, Texas.

With more than 438,000 members, 22 branches, and $4.4 billion in assets, GECU has spent over 90 years redefining what community banking means for Texas and New Mexico. Its growth is guided by a commitment to accessible, technology-forward banking and a deep-rooted mission to help members build stronger financial futures.

A Partnership Built on Strategy and Shared Vision

For nearly two decades, GECU and DBSI have collaborated on an expansion strategy fueled by data, design, and digital innovation. What started as a single equipment purchase has grown into a comprehensive transformation plan, one that modernizes member experiences, optimizes operations, and aligns every touchpoint to GECU’s long-term vision.

Fernando Ortega, Executive Vice President & Chief Information Officer at GECU, added:

“Thank you, DBSI, for being a part of GECU's journey! We truly appreciate your partnership and support as we continue to grow and serve new communities like Lubbock, Texas.”

The Lubbock branch represents the next step in the credit union’s ongoing evolution. At the groundbreaking ceremony, DBSI joined community members, nonprofit partners, and GECU leadership to honor the shared vision that’s shaping this new build.

Community at the Center

True to the “People Helping People” credit union philosophy, GECU began the groundbreaking celebration with a series of donations to local nonprofits, including the South Plains Food Bank, which received a $10,000 donation to support its holiday food box initiative. This gesture reflects GECU’s enduring commitment to making a positive community impact.

Looking Ahead: A Branch Built for Connection and Service

Set to open in 2026, the Lubbock branch will be more than just a new location; it will be a space designed to connect, inspire, and serve the community.

Corde Kurtz, Chief Operating Officer at DBSI, captured the spirit of the moment:

“What we’re most proud of with this new branch is the community it’s built. It’s proof that this model is succeeding.”

As GECU continues to expand its footprint throughout Texas and New Mexico, the Lubbock branch stands as a testament to what’s possible when strategic vision, innovative design, and community focus come together.