Connecting with people is practically second nature for Ann Baur.
Baur has worked in financial services for over 25 years, including the past four with Sunward Federal Credit Union. After beginning her career as a part-time teller, Baur has led many different teams including retail, consumer lending, product management and organizational development. Today, she oversees branch, contact center, wealth management, expansion and member experience teams.
In other words, when you interact with someone at Sunward, it’s quite likely they are from teams that Baur has built and leads every day.
Baur credits her family for providing her with the ideal foundation for success, both in life and her career.
“My parents instilled a love of learning in my brother and me because education made a big impact on the trajectory of their lives,” Baur says. “That natural curiosity also helps me connect with other people because I love learning about their personal stories — that helps people feel seen. That mindset is important when things are challenging. I try to reframe success as what I learned and how quickly can I apply that learning.”
At over $4.5 billion in assets, Sunward is one of New Mexico’s largest credit unions. It serves more than 175,000 members, with 17 branch locations across New Mexico, Colorado, and California. This year alone, Sunward’s own members and employees helped earn the credit union two notable honors: a 2026 Best Place to Work in New Mexico distinction from Albuquerque Business First, and the Best Credit Union title in the Albuquerque Journal’s 2026 Readers’ Choice Awards — both voted on directly by the people who bank and work there. Sunward has continued to grow in New Mexico, recently opening its new Ladera branch on the Westside, with another branch in Uptown set to open before the end of 2026.
Expansion and community involvement — from flagship events like the Final Whistle Watch Party, which celebrated the World Cup Final and raised money for the Somos Unidos Foundation, to ongoing support for organizations like Young Professionals of Albuquerque and New Mexico CREDA — are rooted in a shared focus on delivering extraordinary experiences for people across the Southwest.
“Professionally, I’m most proud of the culture we’re building at Sunward and the impact our team members are having on our members and communities,” Baur says. “Every day I hear stories about how we help people achieve their dreams and sleep easier at night.”
It’s this culture and daily impact that makes Baur confident in knowing that she chose the right career path — not because of one singular moment, but because of the positive outcomes she witnesses on a daily basis.
“The more I learned and applied what I learned, the more doors opened. And every time I saw the impact I was having on someone, I knew I was where I was supposed to be,” she says.
Outside of work, Baur’s curious nature and focus on community and connection are reflected in a love of trivia and board games. One big highlight: She was a contestant on Jeopardy! in 2019, where she met the late Alex Trebek and showcased her trivia knowledge to the world.
Baur is also a big sports fan, a foodie with a deep appreciation of New Mexican cuisine, and someone who enjoys a good spa day for relaxation.
“Personally, I’m most proud of my family,” Baur adds. “I’m so grateful to have strong relationships with each of them. I love watching my stepson and nephew make their way in the world as young men.”
