Wellby Financial Appoints Deena Smith as Chief Financial Officer

Deena Smith as the company’s new Chief Financial Officer will be responsible for financial stability, investing, financial analysis, and reporting.

Wellby Financial, the second-largest credit union in Houston, announced the selection of Deena Smith as the company’s new Chief Financial Officer, where she will be responsible for financial stability, investing, financial analysis, and reporting.

The CFO leads accounting, finance, budgeting, purchasing, deposit operations, ACH, card services, and asset liability management. As a member of the Executive Team, Deena will also contribute to the development, execution, and administration of Wellby’s strategic plan and strategies.

“Deena brings a wealth of experience and understanding to our leadership ranks and will help ensure we are adhering to our singular purpose of helping people prosper by keeping our members at the forefront of our financial decision-making and continuing to be good financial stewards,” said Marty Pell, President & CEO of Wellby Financial.

Most recently, Deena served as the Chief Financial Officer at Community Resource Credit Union in Baytown, Texas. During her twelve-year tenure, she collaborated with the executive team to develop strategic objectives, prioritize projects, and utilize available resources to succeed in all key result areas. Additionally, she oversaw the preparation of the annual budget, profitability, strategic planning models, forecasting, credit loss analyses, general ledger accounts, financial statements, payroll, and quarterly call reports.

Before her time at Community Resource Credit Union, Deena served as the Controller at Shell Credit Union in Deer Park, Texas.

Deena is a Certified Public Accountant and a CUES Certified Chief Executive. She holds a Bachelor of Business Administration from the University of Texas, Pan America, and serves as the Treasurer and Finance Committee Chair for the United Way of Greater Baytown Area & Chambers County.


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About Wellby Financial

Wellby Financial is a member-owned, not-for-profit financial cooperative proudly serving the Greater Houston Metro area. Wellby was originally established in 1961 to serve the employees and families of Johnson Space Center. We have grown into one of the largest credit unions in Houston, serving more than 128,000 members with 22 branch locations and more than $2.6 billion in assets. As a people-first organization, Wellby is open to all who live, work, worship, or attend school in the Greater Houston Metro or Galveston area. For more information, visit wellbyfinancial.com. Federally insured by NCUA. Equal Housing Lender. Equal Opportunity Employer.


1330 Gemini Houston, Texas 77058

(281) 488-7070

[email protected]