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Achieva expanding into Hillsborough with new branch and a new vice president

The Dunedin-based credit union is opening a Carrollwood branch next year
Rocio Smith is the the new Hillsborough Market Vice President for Achieva Credit Union.
Rocio Smith is the the new Hillsborough Market Vice President for Achieva Credit Union. [ Photo courtesy of Achieva Credit Union ]
Published Sep. 16

Achieva Credit Union named Rocio Smith as its new vice president of the Hillsborough County market, according to a press release.

The Dunedin-based credit union is expanding into Hillsborough with the opening of a Carrollwood branch at 10901 N. Dale Mabry Highway. The full-service location is expected to open next year.

Smith graduated from the University of South Florida in 1997 and is the first in her family to to receive a college degree. She is the daughter of migrant workers and spent her summers working in the fields with her family, according to the release. She worked in banking at Wells Fargo for 17 years before joining Achieva.

“Rocio brings a powerful blend of experience and passion to this position,” said Achieva Chief Operations Officer Jennifer Galley in a statement. “Hillsborough County is already home to more than 13,000 of our members, and we expect Rocio’s team to drive significant growth for us there, starting in Carrollwood.”

Achieve hopes to fill a void in areas of Hillsborough that are underserved. The credit union has expanded resources for Hispanic customers like adding translations to its website and running Spanish-language ad campaigns, the release said.

Achieva was founded in 1937 in Pinellas County, and is rated a 5-star credit union by Bauer Financial. With more than $2 billion in assets and 22 branches, Achieva serves more than 153,000 members in 15 Florida counties.