Elevations Credit Union appoints Veronica Riojas chief retail officer

Elevations Credit Union has promoted Veronica Riojas to chief retail officer, where she will lead all retail functions, including branches, the contact center, digital banking, and wealth management. In this role, she will continue to focus on delivering exceptional service and a seamless, high-quality member experience. 

Since joining Elevations in 2022, Riojas has played a key role in Elevations' best-in-class relationship net promoter scores (rNPS) — 95^th percentile among peer institutions. This reflects that members receive exceptional service and frontline engagement.

"Veronica is not only a champion of our members but a fervent advocate of our employees and culture," said Michael Calcote, president and CEO of Elevations Credit Union. "Her authenticity and genuine care for members and employees alike have been instrumental in cultivating the vibrant culture of the teams she leads."

Riojas previously served as senior vice president of retail network and member experience, where she focused on strengthening the end-to-end member experience and service delivery model. Through member feedback and data-driven insights, she helped identify opportunities to reduce friction and enhance solutions for members. 

Before joining Elevations, Riojas spent 15 years with USAA, where she served as bank omnichannel director. In that role, she led cross-functional teams supporting members through integrated service solutions and helped drive meaningful improvements in member satisfaction by translating member feedback into product and process enhancements. 

“I’m honored to step into this role and continue serving our members, employees, and communities,” said Riojas. “What inspires me most about Elevations is the commitment our teams bring every day to helping people achieve their financial goals. I look forward to building on that foundation as we continue evolving and enhancing the experiences we provide.”

Riojas holds several professional designations, including Certified Project Manager (CPM), Certified Credit Union Manager (CCM), and Certified Credit Union Financial Counselor (CCUFC). She was also named a CUES® Emerging Leader in 2023. 

Outside of work, Riojas enjoys spending time with her family in the mountains and is an avid Colorado sports fan. She takes pride in leading teams that are passionate about helping members achieve their financial aspirations.

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About Elevations Credit Union

Elevations Credit Union empowers its members and the communities it serves along Colorado’s Front Range with financial solutions and education. In addition to offering a broad portfolio of consumer and business banking services, Elevations is a top 10 residential mortgage lender by purchase volume in Colorado. Founded in 1952 as the U. of C. Federal Credit Union in Boulder, the organization has grown from 12 members and less than $100 in assets to over 180,000 members, more than 550 local employees and approximately $3.5 billion in assets. Elevations has earned national awards for performance excellence in addition to local awards along Colorado’s Front Range for Best Bank, Best Mortgage Lender and Best Customer Service. Elevations is also the first two-time winner of the Denver Business Journal’s Diversity, Equity and Inclusion Awards. Learn more at http://www.elevationscu.com/.