Peninsula Credit Union President & CEO Jim Morrell Honored with National DEI Leadership Award

Posted by Alyse Knudsen on July 30, 2025

Wash.-based Peninsula Credit Union recently shared that CEO Jim Morrell was honored as one of the recipients of the 2025 Maurice R. Smith DEI Leadership Award by the African American Credit Union Coalition (AACUC). The recognition took place on July 23 during the AACUC Annual Conference held in Alpharetta, Georgia.

The Maurice R. Smith DEI Leadership Award celebrates individuals whose leadership exemplifies thoughtfulness, courage, and commitment in advancing diversity, equity, and inclusion (DEI). Honorees are selected for their dedication to engaging others in DEI work and for the tangible social impact of their efforts within the credit union community and broader society.

Morrell has served the Credit Union Movement for more than 30 years, including the last 13 as CEO of Peninsula Credit Union. Throughout his career, he has been a passionate advocate for financial inclusion, empowering individuals and families living on household survival budgets. Under his leadership, Peninsula has expanded access to financial services for underserved populations – particularly the growing Hispanic community – while fostering a culture of care and extraordinary member experiences.

Morrell has passionately pursued these same efforts in the United States and around the world. He serves on the boards of the World Council of Credit Unions and America’s Credit Unions and has also dedicated his time locally through service with organizations such as the Community Foundation of South Puget Sound, the Economic Development Council of Mason County, and the Shelton Family YMCA.

Peninsula Credit Union Board Member Lisa Perry was on hand to present the award to Morrell. In her remarks she shared, “The credit union’s emphasis on providing financial services to those that are under-banked or unable to obtain services from other institutions is led by Jim. This includes our often invisible Hispanic and Guatemalan neighbors. He and his team courageously make positive things happen with programs, and one-person, one-family at a time financial solutions.”

“Jim travels the world, lending his expertise, really, truly, deep down in his soul, learning about other local cultures so he can respect others in a meaningful and honest way,” she continued.

“By listening, we have been able to create a sense of belonging and express care to our members,” explained Morrell during his acceptance speech. “By listening, it has allowed me to encourage the Credit Union Movement to pursue financial inclusion in the United States and around the world.”

Morrell was honored alongside six other leaders: Carlos Calderon (OAS Federal Credit Union, Washington D.C.), Ronaldo Hardy (BALANCE, Louisiana), Susan Mitchell (Mitchell, Stankovic & Associates, Nevada), George Ombado (ACCOSCA, Kenya), and Joe Thomas (Apple Federal Credit Union, Virginia).

Posted in Leadership, Regional Member News, Washington.