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January 19, 2022   •   Press Release  

SAFE Credit Union CEO Dave Roughton Named Most Admired CEO

Folsom, Calif. (January 19, 2022) – SAFE Credit Union CEO Dave Roughton was named a Most Admired CEO by the Sacramento Business Journal for his exemplary leadership during the challenges posed by the pandemic.

In issuing the award, the publication cited Roughton’s actions to ensure the credit union’s 245,000+ members had access to financial products and services to help them weather the economic impacts of the pandemic and prioritize the health and well-being of SAFE’s 750 employees.

“Leading SAFE during such a challenging period took everything I learned in my 40-plus year career in the financial services industry,” Roughton says. “Fortunately, I have a strong team at SAFE who’s empowered to make decisions to move quickly to address urgent needs. My leadership style is to provide teams the flexibility and space they need to create the best solutions for our members and to support our employees working on the front lines and remotely.”

Roughton has embraced changes in the workplace by implementing a new Flexible Work Plan that incorporates hybrid work arrangements as well as finding smarter, better ways to serve members through technology.

He credits SAFE’s corporate culture for its success over the past year.

“The pandemic taught us how to leverage our collaborative corporate culture to work smarter, more efficiently, with more flexibility, and to find innovative ways to continue to provide exceptional experiences to our members and employees,” Roughton says.

Roughton also emphasizes the importance of corporate citizenship and how a company can positively benefit the community it serves through philanthropy and volunteerism. In addition to providing more than $400,000 in grants and direct giving each year and thousands of hours of volunteer time, SAFE also supports regional economic growth through its 25-year naming rights sponsorship to the SAFE Credit Union Convention & Performing Arts District in downtown Sacramento.

Roughton will join other Most Admired CEO honorees during a black-tie awards ceremony in Sacramento in March.

For more information about SAFE Credit Union CEO Dave Roughton, please contact AVP Communications and Public Relations Micah Grant at [email protected] or  (323) 868-9067.


About SAFE

SAFE Credit Union has made members an integral part of its vision since 1940. Over the years the credit union has kept the focus on what really matters, putting members first, a formula that has seen SAFE grow into a leading financial institution in Northern California with $4.4 billion in assets and about 245,000 members. SAFE crafts every cutting-edge product and sterling service with members’ needs foremost in mind. In addition to banking services conveniently available through online, chat, mobile, or phone options, SAFE offers in-person services for members and small businesses at service centers across the Greater Sacramento region. SAFE is a not-for-profit, state-chartered credit union with membership open to businesses and individuals living or working in Sacramento, Placer, Yolo, El Dorado, Sutter, Butte, Nevada, Solano, San Joaquin, Contra Costa, Yuba, Amador, and Alameda counties. Insured by NCUA. www.safecu.org


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