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David Serlo '68, M'70

David J. Serlo '68, M'70

David J. Serlo has been named a 2009 distinguished alumnus for his innovation in the financial services industry and his laudable career as an executive of the leading credit union service organization in the nation.

Mr. Serlo earned bachelor’s and master’s degrees in Education from IUP in 1968 and 1970, respectively. He earned an MBA from Loyola College, Maryland, in 1978.

He is the president and CEO of PSCU Financial Services, headquartered in St. Petersburg, Florida.

Mr. Serlo was the first full-time employee hired by PSCU in 1983, and over the next twenty-five years took a visionary lead in building a credit union-owned cooperative that provides products and services for credit unions to compete with large, multinational banks. The fledgling nonprofit established in 1977 has become the largest credit union service organization in the nation.

PSCU has grown exponentially under Mr. Serlo’s leadership, with the company now employing more than 1,500 people in three locations around the country (St. Petersburg, Phoenix, and Detroit). PSCU’s call center takes 14 million calls annually from around the world, services more than 13-million credit card and debit card accounts, and provides financial services to over 1,100 financial institutions. The company’s annual revenue exceeds $600 million, and it is carrying no debt.

Mr. Serlo leads initiatives to develop new business and services and to create relationships with other companies to serve the credit union industry. Among these joint ventures is Student Choice, a turnkey marketing, origination, and servicing solution for private student loans.

Mr. Serlo was named an Ernst & Young Florida Entrepreneur of the Year in 2008. After graduation from IUP, Mr. Serlo was a business teacher at Latrobe Area High School. He joined the regulatory agency for credit unions, the National Credit Union Administration, in 1970. During his thirteen-year career at NCUA, he was promoted to executive vice president.

Mr. Serlo serves as chairman of the board of the National Association of Credit Union Service Organizations and is a member of the Visa Card Operations Risk Executive Council and the Research Council of the Filene Research Institute. Mr. Serlo is also on the board of Credit Union Miracle Day, Inc. This organization sponsors the annual Credit Union Cherry Blossom Ten-Mile Run in Washington, D.C., a fundraiser for the Children’s Miracle Network. In 2008, the race raised over $1 million for the network of 170 children’s hospitals located throughout the country.

He has served on the school board of the Corpus Christi Church Elementary School in Florida. He supports the Colonial Williamsburg Foundation and in particular its civics outreach program for children.

Mr. Serlo is a native of Jeannette, Pennsylvania. He and his wife, the former Tina Smutsky, a 1969 IUP alumna, reside in Temple Terrace, Florida. They have three children: Adam, Mark, and Katie.

Profile published on 3/8/10

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