Joe Thomas joins as advisor: Leading credit unions into the future of AI and data

A passion for credit unions and giving back

Joe’s journey to Zennify began when he crossed paths with Michael Rouleau, Zennify’s COO and a former Salesforce executive. Their shared commitment to improving the member experience through technology made the partnership a natural fit. But what truly attracted Joe to Zennify was the company’s deep-rooted passion for credit unions and their mission of “people helping people.”

“I’ve always been drawn to credit unions because they focus on serving their members and communities, not just chasing profits,” Joe said. “Now that I’m retired, I want to choose roles that allow me to give back and contribute to something meaningful. Zennify is aligned with that mission, and I’m excited to be part of a company that’s helping credit unions succeed.”

“Joe’s leadership, innovative thinking, and community focus are second to none,” said Michael Rouleau. “We’ve worked together for years, and I can say with confidence that his addition to our board will be a tremendous asset—not just to Zennify, but to the credit unions and financial institutions we serve.”

Leveraging AI to empower credit unions and elevate member service

One of the key initiatives Joe is particularly excited about is helping credit unions tap into the potential of AgentForce, Salesforce’s new generative AI technology. Through his role as an advisor to Zennify, he aims to guide the company in empowering credit unions to leverage this innovation and level the playing field with larger banks.

“With tools like AgentForce, credit unions can shift from a reactive service model, where members have to seek out support, to a proactive, predictive approach,” Joe explained. “This means anticipating member needs and delivering personalized services, such as sending a text reminder for a credit limit adjustment or an auto-payment option. It’s about improving the member experience while driving cost efficiency.”

Through his advisory role at Zennify, Joe aims to ensure that credit unions not only embrace innovation but do so in a way that strengthens their mission of serving members and communities. “It’s not about profit—it’s about providing better service and finding new ways to improve members' lives. I believe credit unions will be able to leverage AI and data in a way that’s true to their mission, and I’m excited to help Zennify lead the charge.”

Life outside the boardroom: Humor, horses, and the great outdoors

When Joe isn’t thinking about the future of credit unions or diving deep into the latest AI innovations, you’ll find him indulging in some of his favorite pastimes—humor and the great outdoors.

Known for his sharp wit, Joe enjoys making people laugh. “I’ve always had a sense of humor,” Joe shared with a smile. “Now that I’m retired, I’m even creating my own jokes!” His favorite so far? “I was in a grocery store, and a guy asked me, ‘Does your wife know where Anchorage is?’ I said, ‘I don’t know. Alaska.’”

But Joe’s passions extend beyond humor. He and his wife are avid animal lovers, having spent years rescuing horses. “We were a foster home for rescued horses, and over time, we became a sanctuary for older horses that couldn’t be adopted,” Joe explained.

Joe also splits his time between his Texas ranch and a cozy retreat in Northern Wisconsin, just south of the Canadian border. “I love the outdoors,” Joe said. “In Texas, we’ve got the ranch lifestyle, and up in Wisconsin, it’s all about the lake and fishing. It’s a nice balance—especially coming from Manchester, England!”