At GVR, we've been talking about Service Re-Imagined a lot. You hear about it every time we deliver a new service, tool, or partnership that delivers real value to you, your business, and your clients.

From things like our partnerships with BCFSA, Payload, and TELUS, to new profile and payment self-serve options on our member website, 2025 was a busy year for GVR. And in addition to all that, we've continued to work on the bigger long-term projects in our Service Re-Imagined plan.

In an annual tradition to kick off the new year at the Critical Path, the latest episode features GVR CEO Jeff King. In a wide-ranging chat, Jeff and host Jesse Lalime cover everything from last year's wins, work you can expect to see completed in 2026, and the outlook for your professional association in what is likely to be another difficult market this year.