Elements Financial has named Jeff Joyce chief financial officer. He founded Cross Financial Services in 2012 and led the firm’s financial institution practice. Joyce previously served as CFO of Heartland Community Bank for 15 years and was part of the executive management team that formed the state-chartered commercial bank and bank holding company in 1997 and grew the institution to hold the largest deposit market share in Johnson County.

He also served on the board of director’s Loan, Asset Liability, Audit and IT Committees and chaired the Enterprise Risk Management Committee. Prior to the formation of Heartland Community Bank, Joyce was an auditor and senior accountant for Crowe Chizek and Co. LLP, of Indianapolis.

He is a teacher at heart and previously a member of the adjunct faculty for IUPUI where he taught accounting for 10 semesters. Community service is also a priority for Joyce, serving organizations including United Way of Johnson County, the Indiana Baptist Foundation, Calvary Baptist Church (Greenwood, IN), and Franklin Education Connections.

He earned his bachelor’s degree in accounting from Indiana University and completed the Graduate School of Banking program at the University of Wisconsin.

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