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Vicki Joyal

Vicki Joyal


REAL Solutions enhances credit union growth and sustainability by enabling credit unions to offer innovative, appropriate products and services designed to serve emerging markets. As a field coach, it is very fulfilling to work with league and credit union executives who are energized and truly committed to serving low-income, low-wealth, and immigrant populations. Their willingness to brainstorm and share ideas about how to enhance, package, price and implement products such as payday loan alternatives and prepaid reloadable debit cards is truly a testament that the credit union cooperative spirit is alive and well.

Vicki Joyal is Principal of CVJ Strategic Intelligence, a Madison, WI-based business that provides strategic research, intelligence, and marketing solutions to credit unions and the financial services industry. With over 20 years of leadership and analytical experience, Joyal frequently writes and speaks about emerging issues, demographic trends and marketing opportunities facing credit unions and the financial services industry.

Prior to branching out on her own, Joyal served as Vice President of Research Services for the Credit Union National Association (CUNA), Inc. During her tenure, she led a team of senior analysts that gathered and published information about financial institutions, their employees, members and consumers.

From 1997 to 2005, Joyal was the primary analyst for, and publisher of CUNA’s annual Environmental Scan (E-Scan), a strategic planning resource for credit unions.

As a REAL Solutions Field Coach, Joyal works with the Pennsylvania Credit Union Association, League of Southeastern Credit Unions, and the Louisiana Credit Union League to help their credit unions provide financial products, services, and programs to emerging markets. She is also responsible for measuring the impact of REAL Solutions products/services.