GoWest Board of Directors Spotlight: Jeff Adams, President and CEO of Horizon Credit Union

Posted by Alyse Knudsen on June 3, 2026

When Jeff Adams says he entered the credit union industry for “five-day weeks in air conditioning,” he’s only half joking.

“I didn’t know much about credit unions, honestly,” he said. “I grew up in a family business — a tractor and farm equipment business. All my uncles and cousins were involved. It was a lot of fun.”

It was also a lot of work. In the tractor business, harvest season means six or seven days a week, long hours outdoors, and little downtime. That lifestyle fit well in his teens and early twenties, but after earning his degree, Adams found himself ready to try something different.

“I had an uncle in banking, so that sounded interesting. I applied for jobs at credit unions without really knowing much about them,” he said. One interview led to another until he stopped into Horizon Credit Union. The environment felt right to him, and he landed his first credit union position.

“Better to be lucky than good sometimes,” he said.

That “lucky” decision turned into a 42-year career — all of it at Horizon.

Growing with the Credit Union

Adams started at a pivotal time. Credit unions had just gained authority for community charters, and Horizon was expanding into the Spokane Valley.

“I started, and about a year later, we opened our first branch across the valley, and I had a chance to work there.” He then made his way through nearly every corner of the organization, from collections to collection manager, loan officer to branch manager. As the credit union grew to multiple branches, Adams managed the original branch and launched Horizon’s indirect lending portfolio.

“There was a boat dealer down the street who I approached and said, ‘How about you send me boat applications, and I’ll send you money?’” Adams recalled fondly about the start of Horizon’s indirect lending. Today, Horizon remains a significant boat and RV lender — a reminder that some big initiatives begin with simple, relationship-driven conversations.

“I worked through all the credit union departments,” he said. “It’s been like working for a bunch of different companies over the years.”

In 2000, during a leadership transition, Adams took a leap into the administrative side of the business. “I became VP of all things admin — IT, HR, training. Everybody knew more than I did about their individual areas, which was actually a good thing,” he said. “That changed my leadership style. Instead of being the person with all the answers, I had to focus on strategy, budgets, and timelines.”

That shift, he said, rounded out his leadership perspective.

He became Executive Vice President in 2003, and in January 2006, the board named him CEO.

“When I became CEO, we were about $260 million in assets,” he said. “Since then, we’ve completed several mergers and expanded into Montana, southern Idaho, and central Washington.”

A Testament to Staying Power

Horizon is the only credit union Adams has ever worked for — something that speaks volumes about both his loyalty and his belief in the organization’s mission.

“My cousins still ask if I want to come back to the tractor business,” he laughed. “Maybe after I retire. My oldest son works there now, so it would be fun to go back — but probably just to have lunch with them!”

While he may joke about retirement, what’s kept him at Horizon for more than four decades is serious.

“I started kind of by accident,” he shared. “But the reason I stayed was the people. I believe in the mission of credit unions. I really think we’re doing good things for our members.”

That belief, and the relationships built over time, have anchored him in Spokane and in the Credit Union Movement.

A Deep Commitment to Advocacy

Adams’ commitment extends well beyond his own institution. He became involved in advocacy early in his career, serving on numerous committees and boards across associations, including chairing the Defense Fund and the Governmental Affairs Committee, among others.

“The central theme has always been advocacy,” he said. “That’s where collaboration really advances the Movement.”

“When I first joined the association board, I said I wasn’t interested in being on a caretaker board,” said Adams. “I wanted to be on one that was active and would accomplish things that would benefit the Credit Union Movement. That’s exactly what it’s been.”

For Adams, advocacy isn’t abstract. It’s practical.

“It’s something we can impact and control in our operating environment. It’s the rules we operate under — and we do have a voice in that.”

He points to regulatory and legislative victories over the years — changes that expanded credit union powers or prevented harmful outcomes.

“The system works if you invest in it,” he said. “It’s not perfect, but we’ve had real victories and seen real impact.”

Leading Through Growth and Change

When asked about accomplishments he’s most proud of during his time as an association board member, Adams points to the merger between NWCUA and Mountain West to become GoWest.

“The synergies have taken off exponentially,” he said. “It allowed us to combine resources and expand our footprint. It created leverage — and we’re still building on that.”

But growth, for Adams, isn’t just about geography or assets. It’s about relevance and impact.

“I think we’re still going somewhere,” he said. “There’s still opportunity to expand powers, impact lives, and continue making a real difference across the country. That ultimately comes back to our members and communities.”

Investing in the Next Generation of Leaders

Outside of Horizon, Adams has been active in many councils and chambers in the Spokane Valley over the years. Today, he is actively involved with Gonzaga University, where he chairs the School of Leadership Studies Council, an initiative rooted in servant leadership that brings together executives and CEOs from a broad range of industries across the region and beyond.

Through case studies and classroom discussions, he engages with emerging leaders, sharing both philosophy and practical insight. “I’m really passionate about it. It’s a chance to impact people starting their leadership journeys.”

Looking Ahead

After 42 years with Horizon Credit Union, Adams remains energized by the work ahead.

He hopes credit unions continue gaining relevance and impact in their communities and believes collaboration is the key. “How we make each other better matters,” Adams said. “That collaboration translates into how we interact with members — with empathy and care.”

For those considering greater involvement in advocacy or association work, his advice is simple: “Get more involved. It’s rewarding. It helps your career. And it gives you the opportunity to help others.”

Jeff Adams may have come to the credit union industry seeking five-day weeks and air conditioning, but he stayed because he found a mission worth committing to — and a community worth serving for a lifetime.

Posted in Board of Directors, Idaho, Leadership, Oregon, Regional Member News, Top Headlines, Washington.