Our Team

About Us

​“The most rewarding part of my career to date has been helping people achieve their goals and aspirations - members, co-workers, business owners and communities.”
- Jeff York

​JEFF YORK
OWNER

Just months after receiving his bachelors degree in economics from UC Davis, Jeff began his career in the credit union industry. Working his way into marketing at Alliance Federal Credit Union in San Jose and Pacific Service Credit Union in San Francisco, Jeff landed at the Walt Disney Company’s credit union, Vista, as the vice president of marketing and strategic planning. He was also president of their financial planning division. Learning the “Disney Way” in Burbank and Orlando was a life-changing experience, and honed the skills necessary to expand his horizon.
A cross country journey back to his roots in California landed Jeff in the executive vice president role at CoastHills Credit Union. After 10 months, he was named president and ceo, and dedicated the next 14 years of his career to the credit union. Jeff’s laser focus on service excellence helped build the foundation for success at CoastHills, growing assets from $350 million to more than $1.1 billion, and making the Credit Union the second largest locally-owned financial institution in its five county service area.
“Making a Difference” has been the driving mantra and business philosophy behind Jeff’s success. From building a community foundation to providing commercial services, and from volunteering on state/national boards of directors to testifying in Congress, Jeff’s passion for people is outwardly apparent.
Jeff is a Certified Chief Executive with extensive experience in strategic planning, organizational design and growth strategies.

MICHELE YORK
OWNER, REALTOR

With more than 27 years dedicated to helping financial institutions maximize their potential, Michele has that unique perspective of having worked for companies (Disney and the credit union industry) that make dreams come true.  Starting with Vista Credit Union, over a nine-year period, Michele moved through the ranks, gaining valuable experience in Operations, Training and Marketing.  Needless to say, working in such close quarters with the Walt Disney Corporation, gave Michele the opportunity to learn form one of the most successful companies in the world, at the Happiest Place on Earth!
Harnessing the skills and knowledge gained at Vista, Michele later moved on to work for numerous credit union clients while with Minnesota Mutual.  As a Client Development Manager, she was responsible for the training, development, coaching and motivation for more than 30 credit union loan departments.  Her tenure at Minnesota Mutual gave Michele the opportunity to successfully navigate numerous, diverse financial institutions with varying levels of sales expertise.
Michele then jumped head first into the arena of motherhood and volunteerism, where she has tirelessly dedicated her time and effort to such organizations as Children’s Miracle Network, CoastHills Community Foundation, Girl Scouts, Arroyo Grande City Council Election Campaign and as president of Shell Beach Elementary School’s Parent Teacher Organization.  Heck, she even coached her son Camren’s youth soccer team!
Throughout her career, Michele provides her clients with an indelible impression of dedication and loyalty. For Morrison Morrell, having Michele on their team will provide the perfect combination of values, expertise and vision.

​“My ultimate reward is motivating organizations, trainers and trainees to be the best they can be through enhanced skills and personal growth.”  ​
- Chris Hokom

CHRIS HOKOM
OWNER, MASTER TRAINER/COACH
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Having kicked off his career in the public relations industry in 1983, Chris has dedicated the majority of his professional life to helping financial institutions successfully implement and nurture sales, service and leadership cultures.
Harnessing his talents in adapting to cultural diversity, Chris uses his facilitation expertise to inspire organizations worldwide.  From Bahrain to Belgium, Seoul to Sydney, or right here in North America, his message is the same – develop long term, mutually beneficial relationships through continuous learning and development.
Chris’ attention to detail, coupled with his capacity to foster safe and comfortable learning environments through the use of proven adult education techniques, gives him a unique advantage in delivering training messages with meaning and impact.  His ability to connect with employees from all levels of an organization ensures the credibility of his training sessions, and ultimately the transfer of skills and knowledge to the workplace.
As a Certified Senior Master Trainer and Coach, Chris helped launch the careers of hundreds of trainers in the United States and abroad. By utilizing the latest in adult learning environment concepts, he ensures his trainers are set up for success when implementing new found facilitation and communication skills back in the workplace.  Rest assured, the trainer’s development doesn’t end when the train-the-trainer session ends. Chris takes great pride in continuous coaching and follow-up with his clients. ​

JEN COVARRUBIAS
OWNER, COVA LENDING
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Prior to joining COVA Lending, Jen dedicated 15 years of her professional life to improving processes and procedures in the radiology field.  Her tenure gave Jen the unique ability to combine her problem-solving expertise with a sincere desire to enhance the customer experience; all while navigating the numerous rules and regulations of the medical industry.
As a subject matter expert in Continuous Process Improvement, Jen has shared her knowledge by speaking at radiology conferences for Doctors and radiology company CEOs.  Nearly certified and soon to receive her “Lean 6Sigma Black Belt”, it’s no surprise -- when it comes to helping our clients with corporate efficiencies, project management, innovation and process improvements, the professionals at COVA Lending head straight to Jen.
​Jen brings to COVA Lending a proven commitment to hard work, continuous improvement and a true desire to help others reach their financial dreams – in an expedient manner!  Jen’s “people helping people” philosophy isn’t just for the workplace, it’s her lifestyle! During her free time, Jen is active in numerous Central Coast volunteer organizations.  She has served on the Board of Directors for the Paso Robles Little League and Pony League and was instrumental in founding the Simi Valley MOMS Club.
On those rare occasions when she doesn’t have a professional or volunteer commitment, Jen can be found at the lake enjoying family and friends or enjoying her passions of cycling and traveling.

“Developing long-lasting, sincere relationships gives me the opportunity to provide loans that make a difference in the lives of business owners, their employees, individuals and homeowners.”  ​
- Rob Covarrubias

ROB COVARRUBIAS
OWNER, COVA LENDING
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With over 30 years of experience in the financial services arena, Rob has established himself as one of the Central Coast’s leading experts when it comes to business services, commercial and mortgage lending. 
Rising through the industry ranks over the past three decades, Rob’s extensive background in operations, commercial lending, mortgage lending and business services gives him a unique perspective on how he can best exceed client expectations, while navigating the bureaucracy and red tape in today’s lending environment.
While Rob most recently served as Senior Vice President of Business and Member Relations for a large financial institution, he credits a great deal of his success to the small and mid-sized banks he worked for early in his career.  This exposure to the various roles, responsibilities and inner workings of financial institutions, set the stage for Rob’s success in the industry.
Community involvement also plays a key role in Rob’s life.  “I love meeting people, and I love helping people” Rob said – a philosophy that has permeated both his personal and professional lives.  Rob dedicates countless hours to numerous charitable organizations; most notably as a Board Member for the Boys and Girls Clubs of Paso Robles.  “It’s all about helping people!” Rob exclaimed.