Credit union leaders named to Plexcity Board of Directors

ALBUQUERQUE, NM (October 11, 2022) — Three key leaders in the credit union movement – Juan Fernández Ceballos, Carol Marx and Anthony Hernandez – have been named to Plexcity’s Board of Directors where they will help provide strategic leadership, insight and direction to the growing company.

“These credit union industry leaders join an incredible group of directors – all icons in the credit union industry with a legacy built on leadership, collaboration and business acumen,” said Tony Kitt, president and CEO of Plexcity.

JUAN FERNÁNDEZ CEBALLOS, president/CEO of the Credit Union Association of New Mexico, has worked in the financial services industry for nearly two decades. Fernández Ceballos started in the credit union industry as a sales and service representative with Visions Federal Credit Union in Endwell, N.Y. He then worked as a legislative aide in the New York Assembly and as community development coordinator for the New York Credit Union Association before joining the CUANM in 2007 as vice president. During that time, he grew CUANM’s membership affiliation rate from 76% to more than 90% and founded Leverage Point, a subsidiary of CUANM that turned the association’s advocacy and communications from cost centers into revenue generators for New Mexico’s credit unions. In 2020, Juan joined Canopy Credit Union in Spokane, Wash., as its community development officer before returning to CUANM in June as president/CEO.

CAROL MARX, president/CEO of the Hawaii Credit Union League, has achieved successive leadership positions in Hawaii’s financial services industry. Prior to taking the reins at HCUL, she served as Senior Vice President and Retail Sales Manager for the Mortgage Banking Division at Bank of Hawaii. Marx previously worked in leadership roles for Bank of America, First Hawaiian Bank and Pioneer Federal Savings Bank. She has served as president of the Hawaii HomeOwnership Center, president of the Mortgage Bankers Association of Hawaii, and president of Soroptimists International of Waikiki.

ANTHONY HERNANDEZ, president and CEO of the Defense Credit Union Council, served 25 years on active duty in the United States Air Force. He joined DCUC as its Chief Operating Officer in 2016 before being named CEO in 2017. Prior to DCUC, Hernandez served in various senior leadership and command positions within the USAF. As Chief Financial Officer of an Air Force Major Command, Colonel Hernandez administered a $20 billion annual budget and reduced operating expenses by more than $900 million per year. He closed his military career as Commander of the 319th Mission Support Group at Grand Forks AFB in North Dakota. In this capacity, he concurrently served as the installation’s Mayor, Chief Magistrate, City Manager, and Director of Emergency Management Operations supporting the Global Hawk mission and its 3,900 personnel and family members.

 Formed by the California and Nevada Credit Union Leagues, Maryland & District of Columbia Credit Union Association, and New Jersey Credit Union Association, Plexcity helps credit union leagues and other professional organizations aggregate their back-office operations. Through Plexcity, clients can access accounting/finance, human resources, IT and payroll services. Since its launch in 2015, Plexcity has more than tripled in size and continues to grow within the credit union industry.

About Credit Union Association of New Mexico (CUANM)

The Credit Union Association of New Mexico (CUANM) is dedicated to supporting and promoting the success of credit unions throughout the state. Through advocacy, education, and collaboration, CUANM strives to enhance the ability of credit unions to serve their members and communities effectively.


Sara Rochelle
Director of Communications & Member Engagement

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