Raiz Federal Credit Union, a financial institution rooted in the El Paso community, has named Amy Krasikov as its VP of Digital Experience. As Raiz navigates its digital transformation, Amy’s role is to lead a team focused on improving members digital experience when interacting with the credit union’s website, online and mobile applications, and card payments. Amy brings over 22 years of financial service experience, previously serving Colorado communities as the Director of Engagement Systems and Director of Marketing Operations with Ent Credit Union. She has found a passion in helping others and is an extension of the credit union philosophy of “people helping people”.
When not reimagining and advocating for digital, you’ll find Amy with her nose in a book, watching foreign dramas, or cheering on her kids. She is a fantasy author and has volunteered with Pikes Peak Writers and the Pikes Peak Writers Conference since 2014, serving on the Board of Directors as a Member-At-Large and Vice President. Out of her many accomplishments she is most proud of the role as the facilitator for the Youth Endowment Series (YES) grant program, an employee-decisioned grant program that supports non-profit organizations that directly impact the youth. Amy stepped up in a time of need to not only fulfill the facilitator role but to share the importance of the grant program, spread awareness of volunteer opportunities, and create a positive impact for the organizations who serve the youth population.
Amy’s draw to understanding the “why” in everything is embraced in her work, “to improve experience, we should all be anthropologists. We should listen, observe, and gather feedback; and continuously test and verify our observations, and the changes we make because of them.” Her goal as VP of Digital Experience is to make a difference in member’s lives by transforming how we think about digital. Raiz is proud to have Amy join the team and welcomes the Colorado native to the sun city that is El Paso.
Amy Krasikov