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August 1, 2023   •   News  

SAFE CU Fills Newly Created CXO Position

Folsom, Calif.  (July 25, 2023) – Credit Union leader Jerrod Keller, who brings a depth of experience in sales and member service, will serve as SAFE’s newly created Chief Experience Officer (CXO).

With 17 years of credit union experience, Keller served most recently as Chief Operating Officer with the $4 billion TwinStar Credit Union in Olympia, Washington where he led a team of more than 200 employees responsible for member experience, people and culture, contact center, retail and digital banking, operations, and marketing. 

“This new CXO role reflects a renewed commitment to SAFE’s members and the communities we serve,” says SAFE President and Chief Executive Officer Faye Nabhani. “The more our members can do through their experiences with SAFE, the more opportunities each will have to achieve their own personal financial freedom. This is how we directly improve how our members live every day.”

SAFE Credit Union Chief Experience Officer Jerrod Keller

SAFE Credit Union Chief Experience Officer Jerrod Keller

As part of a corporate reorganization effort announced in January, Keller will originate this new addition to the C-suite at SAFE, focusing on continuously improving the member experience through multi-channel strategies that incorporate the newly-formed Member Services and Operations team, Branch and Contact Center, and the Marketing, Communications, and Community Relations teams.

“I’m so excited to join this regional powerhouse with a mission to constantly improve member services. My personal passion for elevating the delivery and value of financial services to credit union members and community is mirrored in SAFE’s corporate values,” says Keller. “It’s an amazing time to join SAFE as we imagine how to put the experience of our members at the forefront of cooperative banking.”

Prior to his work with credit unions, Keller began his career in restaurant management. The experience provided him with a foundation in service and retail leadership that led him to strive to make an even larger impact within the financial industry.

At Keller’s first credit union role with Washington State Employees Credit Union as a branch manager, he focused on establishing a sales and service culture and added behavorial coaching with the goal of retaining members and employees alike. In 2011, Keller joined TwinStar CU as the Assistant Vice President, Retail Sales to again strengthen the service culture with a goal of improved member experience. He moved into the Chief Sales Officer role in 2014, then served as CXO in 2019. He became Chief Operating Officer of the newly-merged organization in 2022.

Keller says he shares SAFE’s commitment to community engagement. In the Olympia region, Keller served as a board member for several organizations including the Thurston County Economic Development Council and the North Thurston Public Schools Advisory and the TwinStar Community Foundation boards.

For more information email [email protected].


About SAFE

SAFE Credit Union has made members an integral part of its vision since 1940. Over the years the credit union has kept the focus on what really matters, putting members first, a formula that has seen SAFE grow into a leading financial institution in Northern California with $4.5 billion in assets and about 234,000 members. SAFE crafts every cutting-edge product and sterling service with members’ needs foremost in mind. In addition to banking services conveniently available through online, chat, mobile, or phone options, SAFE offers in-person services for members and small businesses at service centers across the Greater Sacramento region. SAFE is a not-for-profit, state-chartered credit union with membership open to businesses and individuals living or working in Sacramento, Placer, Yolo, El Dorado, Sutter, Butte, Nevada, Solano, San Joaquin, Contra Costa, Yuba, Amador, and Alameda counties. Insured by NCUA.


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