In the CEO Spotlight: Jay Kruse

The new CEO of Norstar FCU has a long history of credit union advocacy. Learn why he found the credit union industry to be a rewarding career path. 

Jay Kruse

​by Shawn Marie Brummer, Communications Specialist 

​Jay Kruse served the Dakota Credit Union Association (DakCU) as a successful chief advocacy officer for eight years. Prior to that, he worked at Service First FCU for several years as an internal auditor and controller. Less than six months ago, he made a “leap of faith,” as he accepted the position of CEO at Norstar Federal Credit Union in Britton, South Dakota. This is his story.

Many Dakota credit union folks already know Jay, as he was often “front and center” at DakCU events, at “Hike the Hill” advocacy meetings in Washington, DC, at the South Dakota State Capitol working behind the scenes, and as a liaison for both the ND and SD GAC Committees. However, now it’s time to meet Jay Kruse – the CEO.

Jay was fresh out of college in 2009 when he first began his journey with credit unions, having graduated with honors from Dakota State University with a bachelor of science in professional accountancy and a bachelor of business administration in finance. Once in the credit union industry, Jay continued his education, completing his Certified Credit Union Compliance Expert (CUCE) designation and becoming a certified business lender.
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“As someone who has always been a math and numbers guy, the credit union's structure and mission truly drew me into the credit union movement,” he said. “It feels like a natural fit – like it was meant to be. The sense of purpose and community focus that credit unions embody resonates deeply with me, making it an incredibly rewarding experience to be a part of this industry.”

While his focus shifted somewhat from numbers to advocacy when he began working at DakCU, he found working to enhance the operating environment for credit unions on a state and national level to be very rewarding. Jay was instrumental in working with the advocacy team to fend off multiple attacks on the tax status, supported many grassroots advocacy efforts, and facilitated multiple political fundraising programs. He also conducted credit union board of directors’ volunteer training and strategic planning sessions.

As it turns out, the community of Britton bears a strong resemblance to Jay’s hometown of De Smet, South Dakota, which played a significant role in sparking his interest in joining the Norstar team. Working alongside the former CEO, Jane Duerre, who was retiring, also made the decision to apply an easy one, as Jay had grown to respect and admire her exceptional leadership style and abilities.
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Norstar FCU is a single branch, community-chartered credit union, located in Britton, SD, population 1,200. The credit union has been serving the community since 1942 and has grown to become a $65M institution with over 2,700 members. Jay likes to point out that notably, Britton is also the hometown of Philadelphia Eagles star tight end and Jackrabbit legend, Dallas Goedert. It was also the home of the 24th governor of South Dakota, the late Frank Farrar, who left a lasting impact on the town and state. In addition, Britton boasts South Dakota's oldest golf course, the Britton Country Club, of which Jay is now a proud member. 

“I am a firm believer that strong relationships and partnership with members, staff, and community are essential for a credit union to prosper and grow,” Jay stated. “If we can build strong, respectful, and trusting relationships and gain an in-depth understanding of what members want and need, everything else falls into place. I am a servant leader – but I am also driven by data analytics, as well as market demographic and community trends. Over the years, I have been blessed to build an extensive knowledge of the current and past financial, political, and regulatory operating environment facing credit unions. I am excited to be able to use this knowledge to lead the exceptional team at Norstar,” he added.

Jay says he is very fortunate to have “inherited” a team of “eight dedicated and hard-working individuals who are the secret sauce behind the credit union's success,” and he gives “a big shout out to Aletta, Autumn, Cheryl, Dallas, Hailey, Jessica, Kathy, and Mona.”

He continues, “Throughout my career, I've had the privilege of working with and getting to know numerous intelligent and remarkable individuals, both in my credit union and political endeavors. I hold a deep belief in the significance of diversity of thought and actively seek to surround myself with as many smart and insightful people as possible. I cherish all the friendships I have built over the years in my professional life; these connections have enriched my experiences and contributed to my personal and professional growth.”

Jay’s strategy appears to be working. He has built a successful career in the credit union industry, advancing along the way through experience, education, and dedicated involvement. Jay also continues to serve on South Dakota’s GAC as well as CUNA’s National Volunteer Leadership Committee. He has been recognized by Prairie Business as one of “40 Under 40” to watch, and provided more than 500 legislative and advocacy update articles for The Memo.
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In his personal life, Jay says his wife, Teri, has been his most influential mentor, and the person he turns to for her unyielding love, support, and wisdom, in addition to his parents, who have been guiding forces throughout his journey. Teri works as a medical coder for Avera, and recently, they became the newest homeowners in Britton. Their family includes three adorable pups named Kota, Hadley, and Cheeks, who bring them constant joy and companionship.

Finally, you might be surprised to learn that Jay is an avid bird watcher, an interest he inherited from his Grandma Kruse, with whom he spent much time as a child. “She had multiple bird and squirrel feeders outside of her huge dining room bay window, which drew in the most colorful birds in the area as well as the occasional Wood Duck! She would just sit by the window and watch the birds for hours, but it wasn't until I began feeding the Cardinals and Blue Jays in Dell Rapids that I realized how much I, too, enjoy feeding the birds,” he shared.
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Jay says there are an amazing number of unique species of birds that can be found in different parts of South Dakota. However, his personal favorites are the brilliant Scarlet Tanager and the multiple different species of Orioles that make their way through the state he loves and calls home. 

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