Peninsula Credit Union is proud to share that CEO Jim Morrell has been honored as one of the recipients of the 2025 Maurice R. Smith DEI Leadership Award by the African American Credit UnionCoalition (AACUC). The recognition took place on Wednesday, July 23, 2025, during the AACUC Annual Conference held at the Hotel at Avalon 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 our 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 institution is led by Jim. This includes our ofteninvisible Hispanic and Guatemalan neighbors. He and his team courageously make positive things happen with programs, and in-person, one-family at time financial solutions.” She continued sharing that “Jim travels the world, lending his expertise, really, truly, deep down in his soul, learning aboutother local cultures so he can respect others in a meaningful and honest way.”
In receiving the award, Morrell shared that “By listening, we have been able to create a sense of belonging and express care to our members. By listening is has allow 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 remarkable leaders: Carlos Calderon (OAS Federal Credit Union, D.C.), Ronaldo Hardy (BALANCE, Louisiana), Susan Mitchell (Mitchell, Stankovic & Associates, Nevada), George Ombado (ACCOSCA, Kenya), and Joe Thomas (Apple Federal Credit Union, Virginia).