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Royal Credit Union Announces New EVP-Member Experience

September 10, 2020

Eau Claire, WI – Royal Credit Union (Royal) has named Geoffrey Bullock Executive Vice President-Member Experience.  In this role, he is responsible for providing leadership for branch operations, the call center, and deposit services while guiding and influencing the integrated Member experience with all Royal business units.  Bullock is responsible for leading, creating, and maintaining highly engaged team members and promoting exceptional Member Experience, financial education, growth, and research.  Bullock will collaborate in strategic planning and organizational decision-making as a member of the executive team.

Photo of Geoff Bullock

“Geoff is a credit union enthusiast with an extensive background in operations, strategic growth, and product development, while focusing on creating a positive impact through Member experience.” said Brandon Riechers, Royal Credit Union President/CEO. “His values align with Royal’s core values, and his strategic mindset make him an excellent addition to the executive team.”

Bullock has held various leadership roles for the last 16 years including stops at the Northwest Leadership Project, LSS Financial Counseling Service, and US Federal Credit Union/Firefly Credit Union. Bullock serves on several credit union industry advisory boards and has received numerous awards, including being named a CUES Next Top Executive in 2017, a CUNA Rock Star in 2019, and a CUES Emerge Mastermind in 2020. With a passion for supporting and coaching emerging leaders, Bullock has served in mentoring roles with the Credit Union Executive Society, Callahan, the Minnesota Credit Union Network, and as president and chair of Aerie Minnesota, an organization that supports urban entrepreneurs.

Bullock received his Bachelor’s Degree from North Park University, Chicago, his MBA from Concordia University, St. Paul, and he is currently a doctoral student in the University of Southern California’s Organizational Change and Leadership Program.

Bullock and his wife Nicole have two daughters, Alaya and Annika.


About Royal Credit Union

Royal Credit Union is a federally insured credit union proudly serving over 200,000 Members in Minnesota and Wisconsin. Royal is driven by a core ideology which is built on strong purpose and values. You can open an account or apply for a low-rate loan at Royal Credit Union if you live or work in 26 counties in western Wisconsin or 16 counties in Minnesota. Counties served in Wisconsin include Adams, Ashland, Bayfield, Barron, Buffalo, Burnett, Chippewa, Clark, Douglas, Dunn, Eau Claire, Jackson, Lincoln, Marathon, Pepin, Pierce, Polk, Portage, Price, Rusk, Sawyer, St. Croix, Taylor, Trempealeau, Washburn, and Wood.  Counties served in Minnesota include Anoka, Carver, Chisago, Dakota, Goodhue, Hennepin, Isanti, Olmsted, Pine, Ramsey, Scott, Sherburne, Wabasha, Washington, Winona and Wright. Realtors in the state of Wisconsin or Minnesota are also eligible to join the credit union. Visit or call Royal Credit Union at 800-341-9911 for more information.

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