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Royal Credit Union President/CEO Rudy Pereira, center, celebrates recent successes with his staff.

When core values drive a credit union’s competitive positioning, both the institution and its members profit. Rudy Pereira, president/CEO of Royal Credit Union in Eau Claire, Wis., may know that better than just about anyone.

Pereira, who has led the $1.6 billion community credit union since Jan. 1, 2012, arrived at a time when both operating expenses and market saturation for the credit union had peaked. Service fees also had reached record levels, causing a growing number of its once-loyal northwestern Wisconsin members to close their accounts and move to other financial institutions.

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