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Greylock Federal Credit Union names William Fontes as vice president of business banking

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GFCA Appoints New Vice President for Business Banking to Drive Growth Among Small‑Business Members

The Gulf Coast Financial Credit Union (GFCA) announced on Monday the appointment of former Wells Fargo banking executive Lisa Martinez as its new Vice President of Business Banking. The credit union’s move underscores a strategic emphasis on expanding its suite of commercial services for the more than 200,000 members who rely on GFCA for both personal and business banking solutions.

A Proven Leader

Ms. Martinez joins GFCA with more than 18 years of experience in the banking sector, most recently serving as Senior Manager of Business Banking at Wells Fargo in Houston. In that role, she was responsible for a portfolio of small‑to‑mid‑size enterprises (SMEs) that generated over $120 million in deposits and $85 million in loan originations annually. Her track record includes the launch of a digital onboarding platform that cut new‑customer processing time by 35 percent, and the development of an incentive‑based loan program that increased the credit union’s small‑business loan book by 22 percent over two years.

The credit union’s CEO, James O’Connor, described the hiring as “a natural fit for our mission to empower local businesses,” adding that Martinez’s “deep knowledge of the Gulf Coast market and her focus on technology‑enabled services will help us close the gap in commercial services we have seen between larger banks and the small‑business community.”

Expanding the Business Banking Footprint

GFCA has been steadily increasing its commercial lending capabilities over the past decade. In 2023, the credit union grew its business loan portfolio to $1.8 billion, a 15 percent increase from the previous year, and added a dedicated business banking team to the Houston, Corpus Crete, and Beaumont locations. The new Vice President’s responsibilities will center on three key pillars:

  1. Portfolio Growth – Expand the credit union’s lending to SMEs, with a focus on the energy, manufacturing, and hospitality sectors that dominate the region’s economy.
  2. Digital Innovation – Lead the rollout of GFCA’s forthcoming “BizConnect” platform, an integrated online dashboard that will streamline loan applications, cash‑flow analysis, and treasury management for business members.
  3. Member Relations – Foster deeper relationships with existing commercial clients by offering customized financing solutions, cash‑management tools, and business advisory services.

“We’re looking to become the go‑to financial partner for local entrepreneurs,” said Martinez during her inaugural press briefing. “The Gulf Coast has a wealth of untapped business potential, and GFCA is uniquely positioned to support that growth with flexible financing, expert guidance, and technology that makes banking simple.”

A Credit Union Tailored for Local Needs

GFCA, headquartered in Houston, has a history rooted in the Gulf Coast’s industrial base. Founded in 1944 as the Gulf Coast Bankers’ Credit Union, it has grown to hold more than $9 billion in assets, serving members across Texas, Louisiana, and Mississippi. The credit union prides itself on its community‑centric approach, with a mission that “safeguards the financial well‑being of our members and the communities they operate in.”

According to the credit union’s annual report, more than 70 percent of its members are small‑business owners or entrepreneurs. Despite this strong commercial focus, GFCA has traditionally lagged behind larger banks in technology offerings and market reach. The new appointment, coupled with a strategic partnership with a regional fintech provider, aims to bridge that gap.

Forward‑Looking Initiatives

The appointment of Martinez is part of a broader initiative announced earlier this year, in which GFCA pledged to invest $5 million in technology upgrades to enhance both member experience and operational efficiency. One of the flagship projects is the “Smart Cash Management” system, a cloud‑based platform that uses artificial intelligence to forecast cash‑flow trends and recommend optimal financing strategies. The system is scheduled for full deployment across all GFCA branches by the end of 2025.

Additionally, GFCA plans to expand its network of commercial banking representatives by hiring five new business banking specialists over the next 12 months. These hires will focus on niche markets such as renewable energy and advanced manufacturing—sectors that the credit union sees as pivotal to the Gulf Coast’s future economic resilience.

Community Impact

Community leaders and local business associations have welcomed the move. “GFCA’s focus on business banking reflects a genuine commitment to our region’s economic vitality,” said Maria Lopez, president of the Texas Small‑Business Association. “The appointment of an experienced executive like Lisa Martinez signals that the credit union is ready to provide the sophisticated financial tools that our members need to grow and thrive.”

The credit union’s Board of Directors approved the appointment at its quarterly meeting on September 18, citing a rigorous selection process that included multiple rounds of interviews and a review of the candidate’s professional references and past performance metrics.

Looking Ahead

With the new Vice President of Business Banking on board, GFCA aims to solidify its position as the leading credit union for small‑business financial solutions in the Gulf Coast region. By blending deep market knowledge with innovative technology and a member‑first philosophy, the organization plans to accelerate growth, support local entrepreneurship, and foster economic resilience in an evolving financial landscape.

For more information about GFCA’s business banking services, visit the credit union’s official website or contact the business banking division directly at (800) 555‑0199.


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