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Leading with Community: Meet Coaldale's New Branch Manager
Author: 1st Choice Savings & Credit Union | Published: July 21, 2026
Introduction
Introduction
As we prepare to open the doors to our new Coaldale branch, we're excited to introduce the person who will be leading the team and helping members achieve their financial goals.
As Branch Manager, Aaron Hernandez brings a passion for building relationships, supporting community growth, and delivering exceptional member experiences. Whether you're a long-time resident, a local business owner, or new to the area, Aaron is looking forward to connecting with the people who make Coaldale such a vibrant and welcoming community.
We sat down with Aaron to learn more about his career journey, and what he's most excited about as he prepares to welcome members to our newest branch.
A Career Built on Relationships
After graduating from the University of Lethbridge Dhillon School of Business in 2018, Aaron jumped straight into the banking industry as a commercial underwriter. Over the years, he expanded his expertise in business banking, taking on both underwriting and senior relationship management roles.
Today, as Branch Manager of our new Coaldale branch, Aaron sees an opportunity to combine his passion for leadership with his commitment to helping members succeed.
“I see this role as a beautiful blend of helping my team achieve their personal and professional goals while helping members reach their financial goals,” says Aaron. “To be able to do this in the town I grew up in and give back to the community that gave so much to me is truly special.”
For Aaron, providing sound financial advice starts with building trust and understanding. He believes the strongest relationships are those that go beyond transactions and focus on genuinely supporting members through every stage of their financial journey.
That mindset extends to his team as well.
“If we treat our people right, they will treat our members right.”
Coaldale Community Roots & Beyond The Office
When we say our own communities are the ones we’re proud to serve, we mean it. Aaron moved to Coaldale in 2004 where he attended Jennie Emery, R.I. Baker, and Kate Andrews. While he moved away to attend the University of Lethbridge, he’s excited to be moving back to Coaldale to raise his family. “It was a wonderful place to grow up.” Says Aaron. “My folks still live in Coaldale, so it will be nice for my kids to be closer to them.”
For Aaron, having a branch in Coaldale is about more than convenience, it's about building stronger connections with the people and businesses that make the community unique. By establishing a local presence, 1st Choice Savings is reinforcing its commitment to supporting members where they live, work, and grow.
“The decision to open a branch in Coaldale reflects our commitment to supporting the communities where our members live, work, and do business.” Aaron shares. “We have served many members from this community for years, and establishing a local presence allows us to better meet their evolving needs while continuing to invest in Coaldale’s growth and prosperity.”
When Aaron isn’t working to enrich the financial well-being of members, he can be found on the track coaching the University of Lethbridge Pronghorns and Lethbridge Polytechnic Kodiaks. He’s a big fan of soccer, something he remembers fondly from his childhood when he played for Coaldale Thunder.
Through playing sports, it showed him the importance of community and how a strong, well-connected one can impact someone. “As a young athlete growing up in Coaldale, local business owners stepped up to support my track and field journey when the financial burden became too great for my family (shoutout to John and Nic).” He explains. “That experience taught me that strong communities are built when people invest in one another. It's a lesson I've carried throughout my life and it's why giving back and supporting others is so important to me today.”
The thing Aaron loves most about Coaldale is its family-first culture and strong sense of community. From local businesses to community attractions, he believes there's something here for everyone to enjoy.
"Oh man, so many things to choose from," Aaron says. "Whether it's celebrating occasions with treats from the Coaldale Bakery, grabbing wings and a beer at McLennan's, golfing at Land-O-Lakes, or checking out the raptors at the Alberta Birds of Prey Foundation, there's something for everyone."
For Aaron, those local experiences are part of what makes Coaldale such a welcoming and vibrant place to live, work, and build relationships.
What You Can Expect
When the Coaldale branch opens its doors, members can expect the same friendly, personalized service they receive at every 1st Choice Savings location. Behind the scenes, Aaron and his team are working hard to create an environment where members feel welcomed, supported, and confident in their financial decisions.
Along with a beautiful new building designed to serve the community for years to come, Aaron is focused on assembling a team dedicated to helping members achieve their financial goals.
For Aaron, that's what community banking is all about.
"We're not just providing accounts and loans, we're helping our neighbours buy homes, grow businesses, save for the future, and navigate life's challenges."
He believes community banking stands apart because of the relationships behind every interaction. Decisions are made close to home, and success is measured not just by financial results, but by the positive impact a financial institution can have on the people and communities it serves.
As the branch opening draws closer, Aaron is eager to strengthen 1st Choice Savings' connection to the community he calls home.
"As we prepare to open our doors in Coaldale, I want to say how excited and grateful we are for the opportunity to further engrain ourselves into the fabric of this incredible community," Aaron says. "Our goal is to be more than a place to do your banking. We want to be a trusted financial partner, a supporter of local businesses and organizations, and an active participant in the growth and success of the community."
He also encourages residents to keep an eye out for details about the branch's Grand Opening celebration this September.
"I hope to see you all at our Grand Opening event in September, stay tuned for more details!"