Lily Newfarmer, Maria Martinez, Tammy Passafiume

The Women Behind a Movement:

How Three Leaders Built a Lifeline for Small Credit Union

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CEOs Some of the most important contributions to the credit union movement happen quietly. They are not always accompanied by awards, headlines, or national recognition. Instead, they emerge from leaders who see a need, bring people together, and dedicate themselves to helping others succeed.

 

That is the story of the Credit Union Women's Leadership Alliance (CUWLA) and three of the women whose vision helped bring it to life: Lily Newfarmer, Maria Martinez, and Tammy Passafiume. Together, with other women CEOs, they created an organization that has become a source of support, mentorship, collaboration, and leadership development for women leading smaller credit unions across the nation.

 

The idea for CUWLA began in 2019, when Lily Newfarmer, President and CEO of Tarrant County's Credit Union, recognized a challenge many women CEOs of smaller credit unions faced. These leaders carried responsibilities equal to those of their peers at larger institutions, but often with fewer resources, smaller staffs, and limited professional support systems. Rather than accepting those limitations, Newfarmer envisioned a network where women leaders could share ideas, seek advice, and strengthen one another while preserving the vitality of smaller credit unions. According to founding member Maria Martinez, that vision first took shape during a flight to Italy, where a group of credit union leaders was traveling to learn more about the cooperative movement. During the journey, Newfarmer shared her idea of creating a community specifically for women leading smaller credit unions, a place where they could connect with peers who truly understood the unique opportunities and challenges of their roles. What began as a conversation at 30,000 feet would ultimately become the Credit Union Women's Leadership Alliance.

 

Among the leaders inspired by that vision were Maria Martinez, CEO of Border Federal Credit Union, and Tammy Passafiume, CEO of Clearway Credit Union (formerly Diamond Lakes Federal Credit Union). Both understood firsthand the realities of leading smaller institutions and the value of having trusted peers to lean on. Alongside eleven other founding CEOs, they committed their time, expertise, and passion to transforming an idea born on an airplane into a thriving organization. Together, the thirteen founders invested countless hours developing the framework, governance structure, and culture that would ultimately become CUWLA, creating a lasting support system for women leaders across the credit union movement.

 

The work was not easy. While the world faced unprecedented disruption during the COVID-19 pandemic, the founders continued building the organization. Throughout 2020, they developed governance structures, bylaws, operational plans, and a long-term vision. What could have remained an idea became a formal organization dedicated to ensuring that women leaders and the credit unions they serve would not have to navigate challenges alone. CUWLA officially launched in 2021 and began creating connections among women CEOs from across the country.

 

What makes the contributions of Newfarmer, Martinez, and Passafiume especially meaningful is that their efforts extended far beyond building an organization. They built a culture rooted in cooperative principles. CUWLA created a trusted environment where leaders could openly discuss difficult decisions, seek guidance, share best practices, and learn from one another without judgment. In an industry built on the philosophy of people helping people, these women created a living example of that value in action.

 

Their impact can be measured in the growth and sustainability of the alliance itself. What began as a conversation among a handful of women leaders evolved into a national network serving hundreds of credit union professionals. CUWLA provides educational opportunities, coaching, mentorship, leadership development, and collaborative problem-solving that strengthen both individual leaders and the institutions they serve. The alliance has expanded its reach while remaining focused on supporting the unique needs of smaller credit unions, organizations that continue to play a vital role in delivering financial services to underserved and local communities. Equally important is the legacy these women are creating for future generations. Through mentorship and leadership development, they have helped cultivate a pipeline of emerging leaders, ensuring that the movement remains strong and sustainable. Their work demonstrates that true leadership is not measured solely by personal accomplishments, but by the opportunities created for others.

 

The America's Credit Union Museum's Unsung Heroes exhibit celebrates individuals whose dedication, integrity, and service have strengthened the credit union movement, often without widespread recognition. Lily Newfarmer, Maria Martinez, and Tammy Passafiume embody those ideals. Through their vision and determination, they created more than an organization. They created a community, a support system, and a lasting legacy that continues to uplift women leaders and strengthen credit unions across the country. Their work may have begun behind the scenes, but its impact will be felt for generations to come.