he American Bankers Association Foundation today announced that Jennell Huff, CRA/community outreach coordinator at Bank of the Rockies in Clyde Park, Montana has been awarded the 2025 George Bailey Distinguished Service Award. This national award recognizes a non-CEO bank employee who demonstrates outstanding service to their community. Huff will be honored at ABA’s Annual Convention in Charlotte, N.C. on October 21.
“Jennell exemplifies the incredible commitment to community that bankers across this country demonstrate every day,” said Rob Nichols, ABA president and CEO. “Her tireless efforts to protect vulnerable populations, educate future generations and inspire her colleagues to lead with purpose make her highly deserving of this prestigious recognition. We’re proud to honor the work she is doing in Montana and the example she sets for others in our industry.”
As president of the Montana Financial Education Coalition and chair of its Elder Fraud Prevention Committee, Huff has built cross-sector partnerships involving banking, law enforcement, social services, and the judiciary to raise awareness and coordinate protections for older adults.
Huff also developed the bank’s Senior Champions program, which empowers all employees to become frontline advocates for older adults. By raising awareness and equipping staff to recognize vulnerability in real-time, Huff has transformed routine banking interactions into moments of protection and connection. This program, through her leadership, has earned Bank of the Rockies two previous ABA Community Commitment Awards in the Protecting Older Americans category.
“We are incredibly proud of Jennell for being named the 2025 recipient of the ABA Foundation’s George Bailey Award,” said Mike Grove, CEO of Bank of the Rockies. “Jennell’s tireless work in elder fraud prevention and promoting financial literacy reflects the very best of our values at Bank of the Rockies and has had a profound impact on communities across Montana. This national recognition is a testament to her leadership and the meaningful difference she makes every day.”
In addition to her elder advocacy efforts, Huff has built the bank’s comprehensive financial education program. This has involved collaboration with educators, state agencies and nonprofits to deliver culturally relevant financial education in communities throughout the state. Her efforts emphasize local engagement, financial storytelling and tools for both short-term and long-term financial planning.
“Jennell’s work reminds us that banking is about people,” said Lindsay Torrico, executive director, ABA Foundation. “She has redefined what it means to be a community banker, and her impact will be felt for generations.”
The George Bailey Distinguished Service Award is part of the ABA Foundation’s Community Commitment Awards program, which recognizes banks and bankers who are making meaningful contributions to their communities.
For more information about the ABA Foundation’s Community Commitment Awards, visit aba.com/awards.