Kristy Couch
Kristy Couch is a dedicated public servant and small business advocate currently serving as a Public Information Officer, Lender Relations Specialist, and Economic Development Specialist with the U.S. Small Business Administration’s Dallas/Fort Worth District Office. Based in Longview, Texas, she supports a vast 72-county region spanning Northeast, East, Deep East Texas, the Metroplex, and North Central Texas. With more than six years at the SBA and nearly two decades of experience in finance and business development, Kristy plays a critical role in expanding access to capital by recruiting, training, and supporting SBA lenders while guiding financial institutions through program eligibility, policy, and lending strategies.
Born and raised in East Texas, Kristy brings a strong community-centered approach to her work, serving as a vital bridge between small businesses, lenders, and public resources. Her expertise includes loan structuring, economic development, public outreach, and connecting entrepreneurs to local, state, and federal programs that foster growth, job creation, and long-term sustainability. During the COVID-19 pandemic, she contributed significantly to the administration of PPP and EIDL programs, helping businesses remain operational during uncertain times while also managing fraud mitigation efforts. Today, she continues to collaborate with chambers of commerce, educational institutions, and economic development organizations to ensure SBA programs are accessible and impactful, particularly in rural communities.
Throughout her career, Kristy has demonstrated a passion for building meaningful relationships and creating opportunities for others to succeed. Her professional journey spans both private and public sectors, including roles in mortgage lending, marketing, and business development, all of which have shaped her holistic and collaborative approach. Known for her adaptability, authenticity, and people-first mindset, she thrives in environments that value connection, innovation, and practical solutions. Deeply committed to the belief that small businesses are the backbone of thriving communities, Kristy remains focused on empowering entrepreneurs and amplifying their success stories across the region she proudly serves.
• P.T.A.
• Embracing the Digital Opportunity
• Women Techmakers
• Grow with Google Partner
• Promotional Product Distributor
• PPAI
• Promoter, Professional
• Mortgage Brokers, Mortgage Lenders And Mortgage Loan Originators
• Commercial Certified Mortgage Servicer (CMS)
• PowerApps
• Kilgore College - AAS
• FIT board
• We Align
• U.S. Small Business Administration
• Google Career Certificates
• Microsoft Teams Champions
What do you attribute your success to?
I attribute my success to the leadership lessons I’ve learned, the relationships and networks I’ve built, and the hands-on experience I’ve gained throughout my career. I believe versatility and a commitment to continuous learning in every role and challenge have also been key drivers of my growth.
What advice would you give to young women entering your industry?
I would advise young women entering my industry to lean into experience—practical learning and asking questions are invaluable. Seek out internships and take advantage of government resources, such as USAJobs and training programs, and remember that a degree is just one of many pathways to making an impact.
What are the biggest challenges or opportunities in your field right now?
The biggest challenges in my field right now include reduced staffing and the need to cover large rural areas, as well as public confusion about which small-business resource serves which role, such as the SBA versus SBDCs. At the same time, there are significant opportunities through partnerships, like Department of Labor apprenticeships, leveraging technology and internal training programs to expand outreach, and raising awareness of free SBA resources in underserved communities.
What values are most important to you in your work and personal life?
The values that are most important to me in both my work and personal life include learning from others, serving my community and advocating for small businesses, prioritizing practical efficiency, and maintaining strong family and community connections.
Locations
U.S. Small Business Administration
Longview, TX 75605