Credit Union’s new branch and approach will highlight community and customer service

BY MAUREEN N. MARATITA
Journal Staff

Community First Guam Federal Credit Union has taken a thoughtful approach not only to the design and implementation of its latest branch, but also to how the financial institution offers services to clients.

The fourth branch for the credit union will be in Upper Tumon, opposite Micronesia Mall and is close to the Shell station there.

Gerard A. Cruz, president and CEO of Community First Guam Federal Credit Union, told the Journal that the property — formerly owned by the Camacho family and purchased for about $1 million — was chosen with care.

“We really like the location; 50% of the island live North of Micronesia Mall.” He said a lot of development is planned for the area, to include additional businesses and housing. “It’s going to have a residential feel,” Cruz said. “It’s the branch that’s going to drive a lot of foot traffic.”

The design of the property and the building of about 8,000 square feet will also offer a “café approach” with comfortable space to sit in, and a large sidewalk. The new branch will also add additional jobs to the market.

Similarly, the building — designed by Principal architect Killy Kunimoto of the Kunimoto Architect Design Group — will incorporate not only unique features. “It’s going to reflect a lot of what we stand for,” Cruz said.

“The inside is going to be a real show piece.” The interior will have a living garden and a water feature but also feature welcoming space for clients. The property will also house the credit union’s foundation. Community First has yet to choose a contractor.

Importantly for its customers, the credit union has recently researched and incorporated AI into its procedures. “We took a look at what makes us successful, and we built our AI around that,” Cruz said.

“Our clients are going to be able to see the front end of that pivot. A lot of the processes will be taken over by technology,” he said. The credit union researched what services clients choose to do electronically, and what takes them into its branches. Based on that customer service-centric approach, Cruz said, “There will be more face-to-face contact.”

So, while AI technology will reduce what Cruz calls “the heavy lifting” of financial services, staff will be freed to solve more complicated issues and requests from clients.



Community First is in the final stages of permitting, Cruz said. “The way we’re going at this — we had had parts of the application in with the government. We’re through a bunch of the agencies already,” he said. The credit union has submitted the final application and is pending approval by the Guam Waterworks Authority and the Guam Environmental Protection Agency. mbj