About Us

Our Approach

First Electronic Bank is headquartered in Salt Lake City, Utah and is a state chartered, federally insured industrial bank, regulated by the FDIC and Utah Department of Financial Institutions.

First Electronic Bank offers revolving private-label bank card and closed-end financing programs through its strategic partners.  Each strategic partnership program is custom tailored to an individual partner’s products and customer base in order to provide consumer and commercial financing solutions.  First Electronic Bank collaborates with its strategic partners to offer a wide range of consumer and commercial credit products on a national basis.

First Electronic Bank also issues and fully services the private label retail credit card for Fry’s Electronics.  Fry’s Electronics is headquartered in Silicon Valley and operates 34 large retail stores in 9 states.  Fry’s Electronics specializes in consumer electronics and household appliances, as well as software, computer hardware, in-store computer repair and custom computer assembly services.

First Electronic Bank is a wholly-owned subsidiary of Fry’s Electronics.

Meet the Team

Travis Betenson

Chief Financial Officer 

Travis is responsible for all financial, risk management and internal control related functions, and oversees the bank’s servicing of private label credit card portfolios.  As a member of the executive management team, Travis develops and delivers on broad financial goals and reports financial performance and operational matters to the Board of Directors.  Travis also shares responsibility for shaping the strategic direction of the bank and helping develop and implement the strategic partnership program. Travis joined First Electronic Bank in 2018 as the Treasurer and has been instrumental in building the bank’s cash management program and refining programs to monitor and mitigate interest rate and liquidity risk.

Prior to joining First Electronic Bank Travis spent 8 years with Alliance Data / Comenity Capital Bank where he specialized in private label lending and marketing programs.  Travis’s various roles at ADS helped him gain experience in accounting, finance, and treasury. As Assistant Treasurer and Sr Treasury Manager for ADS, Travis was responsible for cash and treasury management functions.  Travis played a key role in building and implementing the interest rate risk and liquidity risk programs for two multi-billion dollar banks.  Travis holds a Bachelor of Science degree in Psychology from Southern Utah University and an MBA from the University of Utah and is a Certified Treasury Professional.

Geri Allison

General Counsel

Geri joined First Electronic Bank as General Counsel in 2014.  Geri is responsible for the review, negotiation, and documentation of contracts, supervision and management of outside litigation, and review of forms and documents for regulatory compliance.  In addition, she advises the bank on all regulatory matters.  Geri acts as corporate secretary and is responsible for board and committee meeting minutes.  Geri is a member of the executive management team and is responsible for regulatory compliance as well as overall management of the bank’s strategic partnership programs.  Prior to joining First Electronic Bank, Geri was a shareholder at the regional law firm Callister Nebeker & McCullough where she was a member of the Banking and Finance section.  Geri has also served as general counsel for two other financial institutions in Salt Lake City, Utah.

Geri has over 30 years of experience in commercial lending, consumer finance, regulatory compliance, corporate governance and corporate secretary functions.  Geri earned her JD from the Quinney College of Law at the University of Utah.

Denise Hughett

Chief Compliance Officer

Denise joined First Electronic in 2016 as SVP of Regulatory Affairs.  In 2017, she was appointed Chief Compliance Officer.  Prior to joining the Bank, Denise was Vice President of Compliance at WebBank where she led a team of Compliance Managers that oversaw the Bank’s Strategic Partner programs such as Dell Financial Services, PayPal, Bluestem, Lending Club, T-Mobile, and more.  She was instrumental in developing key risk management tools and a core member of process improvement initiatives.  Denise is a member of First Electronic Bank’s executive management team and reports to the Board of Directors with a dotted line to the Bank’s President. Denise’s responsibilities at First Electronic include leading the Compliance function which includes regulatory activities oversight, process improvement, risk management, governance and project management.

Her career spans 30+ years in the banking industry working for companies such as WebBank, Lehman Brothers (Aurora Loan Services), Sallie Mae Bank, Schwab Bank, and New York chartered savings banks.  Denise has extensive experience in regulatory compliance, governance, risk management, process improvement, operations, project management, process implementation and strategic planning.  She has held positions of Chief Compliance Officer, BSA Officer, CRA Officer, Security Officer, and Head of Loan Servicing.  Denise is a CRCM and earned her Masters of Business degree with honors from Marist College in Poughkeepsie, NY.  She also graduated with honors from the National School of Banking in 2000.

Tom Bruce

Chief Credit Officer

Tom joined First Electronic Bank in 2016 as Chief Credit Officer.  As a member of the executive management team, he directs the bank’s credit administration function and overall credit risk strategy.   He also develops, implements, and monitors credit policy and underwriting standards, and plays an active role in managing credit risks associated with the bank’s strategic partnership programs. Prior to joining the bank, Tom spent 14 years at GE Capital in various risk management roles including underwriting, portfolio management, policy, and governance.  While at GE Capital, Tom created the portfolio management function for a $4 billion healthcare equipment lending and leasing platform, managed the company’s global credit and investment risk policies and standards, and facilitated the Credit and Investment Risk Management Committee.  Tom’s 30 years in financial services also includes working in two community banks where he started commercial lending credit and operations departments.

Tom earned a Master’s degree in Business Administration with an Accounting emphasis from DeVry University and a Bachelor’s degree in Business Administration with a Finance emphasis from California State University, Fullerton.