Serlo Widely Remembered With Fondness, Admiration
Leaders from many different parts of the credit union industry remember former PSCU Financial Services CEO David Serlo as an innovative and hard working credit union leader.
Bill Cheney, currently the head of the California/Nevada Credit Union Leagues but who has been named as the next CEO at CUNA, recalled Serlo as both a business partner and a friend and as someone with whom he could always share his opinions freely whether or not Serlo shared them. "Dave was always direct and hones about what he thought and why and was also willing to listen to other leaders' opinions," Cheney said. "We didn't talk as often after I left Xerox and went on to do other things, but we still spoke from time to time and I was saddened to hear of his passing."
Cheney knew Serlo from his days as CEO of Xceed Financial Credit Union (then Xerox Credit Union.)
Dennis Dollar, former chairman of the NCUA Board and currently a well-known CU consultant likened Serlo to an iconic figure of financial service marketing.
"Dave Serlo was one of the great gentlemen of the credit union movement, highly respected and a voice people listened to when he spoke-kind of a credit union version of E.F. Hutton.," Dollar said. "I know folks who didn't always agree with Dave, but I know no one who didn't like him and respect him. He will be greatly missed and long remembered for his contributions to our industry."