BT_AmyHysell_2026-04-06_Mix1_MR1831

0:11

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Look around us. This used to be a branch for a top five finance institution that was built very traditionally.

0:19

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I can tell you from driving up to it when I came in the car today, it is not a traditional branch.

0:25

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It has a lot of the facilities that you're used to seeing, but it has more.

0:29

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It has gone from a transaction processor to an experienced creation machine.

0:34

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

There's so many elements here behind the scenes and in front of the scenes that show you what a branch can become.

0:41

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

The firm that designed this is also the sponsor of today's podcast.

0:45

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You're going to see exactly what their work created.

0:48

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

My guest is Amy Heissel, the president and CEO of Arizona Financial, a $3.7 billion credit union serving over 165,000 member owners across Arizona.

0:59

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

We're going to get into the business case for this branch, the design decisions, and how you can prove a branch investment actually has an ROI.

1:13

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So Amy, welcome to the show.

1:15

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So we're in your 20th branch.

1:18

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You've been with Arizona Financial for like 30 years, I believe, in a lot of different roles that really gave you a background that makes it.

1:24

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So probably your role right now is just combining all the thoughts you've had from all the different roles.

1:29

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But this is quite an endeavor.

1:30

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

This is no small office.

1:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And as I remember it, you've taken over the office of a top five finance institution.

1:38

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

How did you sell that to your board?

1:40

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Well, we have been really looking to expand our branches over the course of the last three years.

1:48

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And we wanted a location that really stood out.

1:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And ultimately, we were able to get this location.

1:56

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Almost didn't get it.

1:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But we're in the corridor of banking alley here in so many locations for business owners and customers or consumers to do business.

2:09

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so we wanted this branch to stand out.

2:12

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so that really kind of sold itself in terms of we are on a premier corner.

2:16

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And this is a walking billboard or a living billboard to see this institution here.

2:22

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So you said it before I got to it.

2:24

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

This is Camelback Road.

2:27

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

This is bank and down the road, auto heaven.

2:30

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I mean, you've got everything on this road.

2:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But with that, you have a lot of challenges because there's a bank on every corner.

2:36

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It's almost like old world banking, but in a brand new way.

2:40

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

What differentiates this office, this branch, to make it so that people will remember Arizona Financial?

2:47

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Well, when you go by this location, you can't help see it but stand out.

2:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

The building is very bright.

2:54

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

We've used our logo, our normal coloring.

2:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So a bright yellow, bright blue.

2:59

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

At night, you can see this lit up.

3:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so we are very visible on this corner.

3:04

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And we do stand out.

3:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I drive this road very often.

3:09

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And you see this branch on the corner.

3:11

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You can't help but remember it.

3:12

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

In a world of browns and tans, you do not have brown and tan in this branch.

3:16

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

No, not at all.

3:17

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It's very light, very bright, very warm and welcoming.

3:20

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

That's us.

3:22

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So there's a lot of dimensions to this branch that are totally unique.

3:26

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You walk through the door.

3:27

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You see it right away.

3:28

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It's very open, very inviting.

3:30

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You have the typical waiting areas.

3:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You have a coffee station, all those things.

3:34

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

We have a couple surprises behind the scenes.

3:36

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

What are some of those surprises?

3:38

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

We do have a couple of things.

3:39

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

While we want all branches to be warm, welcoming, as you come in, we always will have a greeter station

3:45

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

because that's really important.

3:47

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But as you walk into the branch behind the teller line, there is technology that showcases the local area as well as various products and services that you may want to, you may have an interest in.

3:59

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But very customizable.

4:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And then you look to the other location and we have very new technology, which is, I'll call it a mesh TV, if you will, on a conference room.

4:10

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And that way we can, again, showcase the valley that's here, local economy, as well as do advertisements on that particular screen.

4:19

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And then kind of one of the most fun things, we have a golf simulator in our location.

4:24

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Yes, we do.

4:25

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So, you know, typically you can come in, say, I want to open an account.

4:30

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And, you know, you sit down and start doing business.

4:32

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But we really wanted to welcome the business community around us.

4:35

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And again, where this location is, there's a lot of small businesses.

4:39

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so it'll just be nice to be, hey, we can start the conversation back here.

4:43

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Do you golf?

4:45

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Do you want to, it's more than just a golf simulator.

4:47

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

There's other things on there.

4:48

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But we thought it was another way to really interact with prospective members or existing members.

4:53

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

There may be times where some of our business members may know it.

4:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

What a nice place to just come and visit with your personal.

5:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

banker maybe go back and hit a couple golf balls. Because you don't have a branch in this

5:04

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

this very normal area around here this abnormal area from the both the income but also business

5:10

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

everything else you have you have a chance to really get word of mouth out there which I think

5:16

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

from talking to you before is really a key element because you're new to this area so

5:20

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

having the golf simulator having the video walls showing that you belong here that you show scenes

5:27

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

from the area that everybody's familiar with makes it so that people leave this office and ask people

5:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

talk about it which is really what you need to build business here but selling a golf simulator to

5:38

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the board how do you pull that one off because I know your focus on this whole office dimension has

5:43

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

been ROI making sure that it does better than just doing a digital branch. So again there was definitely

5:51

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a question like really a golf simulator and the answer was we just really wanted this branch to

5:56

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

stand out and be different. We will use some of this technology and in other locations as we

6:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

refresh branches and we built new ones but again being in this corridor in this big banking corridor

6:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

this really is very different and we wanted to stand out. So not a real ROI. I can't say yes

6:15

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that will pay for itself but it does gain a little bit of attention because it is unique. It's part of the

6:22

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

entire experience. Yes. It's from the time you're outside as you said you had the the living billboard.

6:26

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You have the living walls that continually change and don't worry at all because I haven't seen a scene

6:31

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

on the screen over there that's been the same twice. Right. But I think most importantly I worked in

6:36

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

branches when there were 10, 12, 15 tellers down the line. We were doing all these transactions. 50 years ago

6:43

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

there wasn't direct deposit. So we have lines out the door all day because of that. However here it's

6:50

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

very welcoming. You're right with the tellers. It's not a whole security wall or anything like that.

6:55

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

What are you hoping that people walk away with once they've opened the account? Well let me let me first

7:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

kind of address. I remember one of you mentioned I've been here 30 years and I do remember the lines

7:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

out the door and branches used to be very very transactional. This branch really transcends to

7:13

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

relational. We want people to come in here and have a relationship with us. Yes there's business that you

7:19

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

have to do transactions that you have to do but we want you to walk away with a relationship that has

7:24

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

been built and just the branch openness the way that it's laid out it should tell that story is that

7:30

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

this is a little different and relationship building then transcends into the other products and services

7:35

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that we can serve you with. But the branch is really important for that relationship standpoint.

7:41

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So it's interesting. Branches everywhere. Organizations everywhere. Having to make the

7:46

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

decision. Do I impact a market through digital banking through digital marketing things of that

7:52

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

nature or do I build a branch or do I buy a spot that's much smaller or bigger? What went through

7:57

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

your mind as you're determining what your next branches can be? Because I'll be honest with you this is

8:03

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

bigger than I expected at a time when some people are shrinking. What goes into the decision process

8:09

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

on what you want to do? It sounds like this can be your cornerstone branch to a degree in the way

8:14

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

your institution goes forward. Again for this location and being able to serve businesses this is what

8:21

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I think a person who's running a business they want somebody that this brand has built some trust

8:27

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

and that's why this location. Now this didn't happen overnight. This location was three years

8:34

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

in the making and so I want to back up a little bit about you know where do the branches go or

8:38

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

why not digital? Why not shrink the footprint? We did the work. We did the research. We partnered

8:44

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

with external companies that you know really identified even if somebody hardly ever goes into a branch

8:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the fact that they know that there is one there is really important to them and when you have an

8:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

issue when you have a problem you want to be able to walk into a branch and talk to somebody that knows

9:02

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you to help you with with whatever that is and so branches play a very important role in the psychology

9:10

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

of you know do I see it you know do I know that there's a location that I can go to

9:15

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

um and so this location was one that we've used multiple data points traffic patterns cell phone

9:22

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

patterns again partnering with many external firms that said okay here's where you need to really go

9:28

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

for the location and we are continuing to open and looking for more locations throughout the valley

9:34

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

using various data points that say this is where our next locations are going to be because branches

9:40

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

are very important in in the psychology of someone that goes I just know I can go to a location

9:47

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

it's interesting because it's different in different parts of the world I'm lucky enough to travel across

9:51

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the globe and there's some economies and some ecosystems that don't need the branch they're they're younger

9:57

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

they're younger financial ecosystems that

10:00

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

always started from almost a digital footprint as opposed to doing it like we have in the United

10:04

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

States. And I think you're right. We had an interview just, gosh, a few weeks ago with an

10:09

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

executive that's in charge of branches at Bank of America. And they said that one of the things

10:14

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

they found is the digital engagement went up 50% when they built a branch in that area.

10:21

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And when you start talking about interaction, you talk about actually helping people with their

10:25

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

financial goals and really advising as opposed to simply, as you said, doing transactions.

10:30

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

This is an important component. And maybe it's more USA-based or more North America-based than

10:35

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

anywhere else. But the reality is I haven't seen many organizations cut them all out and succeed.

10:41

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I've seen more institutions build branches. In fact, in the research we just did with DBSI,

10:46

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

it showed that over 40% of organizations say they're going to actually expand their branch

10:53

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

network in 2026. When you add in those that say they're going to keep it the same, it's well,

10:57

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

over 50% of branches are going to keep us the same or grow. Only 4% that are actually going to lower

11:04

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the investment in branches. So you're going with the trends.

11:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So, you know, I appreciate you mentioning that. There's a reality that, yes, we offer things digitally.

11:14

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You can open new account remotely. You can do all of those things. And you asked me before about an ROI.

11:20

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Putting in a new branch location, that does draw membership. And we will, and organizations will

11:26

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

grow because now they've seen, oh, there's a financial institution near me where I work or

11:32

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

where I live. And so it is the ROI. It really is after three to five years, you've grown a membership

11:38

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

base just by putting a branch in a location. Yeah. But just because you build it doesn't mean

11:45

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

they'll come. So given that, how are you promoting this office in the community?

11:50

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Well, one, the location promotes itself. Again, you can't help if you see this corner and this branch

11:58

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

really stands out. And we are doing regular advertising marketing that says, okay, we have

12:03

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a new location and, you know, those things will continue. But it really is the location itself.

12:08

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know how many people drive this corner on a daily basis or this corridor? And so that's

12:14

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

really what promotes the branch.

12:17

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So we've seen a lot of investments in branches. You've done investment in branches before.

12:21

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You're looking to do more going forward. What are the key metrics that are really going to

12:25

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

mean something to you in this branch besides simply account growth? What other things are

12:29

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you looking at? Because it's so hard to track the halo effect of what happens with a consumer

12:34

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

when they have so many touch points now that they can have? Well, again, account growth,

12:40

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

loan growth, especially in this location, we do commercial lending. And so for any business owner

12:47

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that is looking for commercial loans or lines of credit, there are definitely areas of growth,

12:53

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that growth opportunity here. But even in future branches, it really is about the membership growth.

13:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

More importantly, it's about the relationship. And whether you use us digitally or you call in,

13:08

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we have personal bankers that are here to serve you at our branch locations. And it's that relationship

13:14

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that really expands future opportunities, is that I know somebody's there, our people are everything

13:21

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

to us. A great team of personal bankers and all new accounts. Whether you go to the teller line,

13:30

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we want you to have that relationship. And maybe you don't need anything right now, but a year from now

13:36

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

or a couple of years from now, you're ready for something. We're here to serve.

13:39

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know, you realize this better than anybody probably because you're in charge of this organization,

13:43

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

is that it's not just a branch. You just have the people also.

13:46

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But we're having to retrain and upskill the employees. Because I remember when I was a branch,

13:53

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a teller, I just had to balance. I could get fired if I didn't balance. Now you have machines that do

13:59

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a lot of that for you. But you need to upskill these people, plus make them feel comfortable,

14:03

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

as you referenced, that they feel comfortable in a world that's becoming more digital and where

14:08

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

people may get worried about the whole role of AI. How are you doing that internally from the

14:13

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

standpoint of not just upticking the environment, but the people as well?

14:18

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So one of the things that we've really focused on over the last three years is investing in our

14:23

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

employees. And so when I say that is, you have to be competent, right, to do the role or do the job.

14:30

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You need to understand our products and services. But we've launched an Arizona Financial University

14:35

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

where people can continue working on their skills. And so maybe I'm not really comfortable

14:39

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

talking to a member about a new product or something like that. But you then can take

14:45

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

courses to help you through that. So we've really heavily invested in all of our employees. We have

14:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a turnover rate that is at an all-time low, which is better for overall service. But it is really all

14:58

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

about hiring.

15:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

good people, give them a great environment to work in, and then I'll translate to great service to

15:04

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

our members. So it's interesting. In this process, you probably have some surprises.

15:11

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I'm going to go both negative and positive. Okay. What's the surprise that you go, oh,

15:16

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you know, that wake up in the middle of the night and go, oh, this did not go well.

15:20

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Is there any surprise that didn't go like planned? No. Well, that's good. I mean, it's a beautiful

15:27

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

location. I can only go to the positive. Like, I saw the drawings and the pictures and the

15:35

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

collaboration that we did with DBSI to get to this design, but until I actually saw it, like in

15:42

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

person, it was just like, my wow factor was here, and then it went. That's pretty cool. It's cool to

15:48

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

be, when you're so involved to get, you know, get out from the trees to live in and say, this came

15:54

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

out better than I imagined. It was just really cool. So, Amy, this doesn't get built by you

16:00

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

raising a hammer and knocking down the nails. Not that you didn't. The reality is you had a great

16:05

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

partnership to make the design come to life, and I know the process is painstaking because I saw some

16:10

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

of the plans before, after what you started with, walls you had to knock down, designs you had to

16:15

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

redo, rethinking a lot of different things, and as the technology is continually improving,

16:21

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

so you go, can I replace this with this? Can I get the newer version of the golf simulator?

16:26

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

What did DBSI bring to the table for you that really helped you feel comfortable that when you

16:32

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

wake up in the morning, things are going to go well? Well, we've been in partnership with DBSI for

16:37

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

nearly 25 years. So, while we, there's an opportunity to, you know, we, and we do, we'll go out,

16:44

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we'll get bids from others, but the partnership with them is they really try to understand

16:50

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

what we're trying to accomplish first and foremost, right? We wanted this to be a flagship branch,

16:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you know, very, very well seen, something that would bring in small businesses, and that we

17:04

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

really wanted it to be very modern. And so, from there, they then go through that process with us

17:10

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

to say, okay, this is how we can bring that vision to life. And they, they do that, and it's not a

17:16

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

one size fits all. I would, it takes a lot of time to go through and really think about this. And

17:23

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

what do you mean a digital wall? And what do you mean, you know, a golf simulator in this location?

17:29

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so, they brought things to the table that we weren't thinking of. We couldn't have possibly

17:34

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

thought of it. And they have a history of doing this. You know, we're not the first rodeo, if you

17:41

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

will. And not the first time you've worked with them. And not the first time we've worked with them.

17:45

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

So, they keep evolving. Every time you go into their showroom, it's now different. Every time

17:51

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I go down there, it's like, is this the same place? Except the one thing that is still there

17:54

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

is the bat pole, which I still have to slide down at least one more time, because I understand there's

17:58

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

new t-shirts. That's a whole excellent thing. Going from the second level to the first level of

18:03

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

their office. It is. And then, yes, jumping. And how that is even thought of, like, I'm going to put a

18:08

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

bat pole in my location. But it just speaks to just them. And they look out more into the future.

18:15

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And what are the needs? And how can we transform branches to be something else? And they just stay

18:22

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

on top of it. Let's take a short break here and recognize the sponsor of this podcast.

18:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know, essentially, you mentioned about the importance of partners, both with branch development,

18:36

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the branch design, everything you did there. But for everything you're doing nowadays, a $3.5 billion

18:41

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

institution can outpunch their weight based on what Chase and other organizations can do now.

18:49

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You can do it because of the partnerships you've done. How important have those been,

18:52

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

certainly in the last five and six years, more than ever before?

18:56

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Our business partners, what we call our business partners, we don't call them vendors because they

19:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

are our partner. And while we're very large as a credit union, $3.5 billion is large for a credit

19:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

union, it's small in comparison to the big three banks and some larger community banks. And so those

19:15

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

partners help us deliver things like the online banking platform that give us that, you know,

19:21

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

again, I said that it's table stakes. And so, you know, through those partners that can serve us,

19:27

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we're able to offer the products and services our members need. And what's exciting, if the customer

19:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

member do not realize what size you are, you've done your job well, haven't you? We have. And your

19:38

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

partners have done your job well. We also say that you only move as fast as your slowest partner. So

19:43

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you're continuing, I would imagine, in the partner analysis business to say, do we still have the

19:48

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

right mix? Are they all working well together? Because if they're not pulling in the same direction,

19:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we're almost like a bad tug of war game. We, you know, as, as those relationships come up for

19:57

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

renewal, we are constantly looking out, do we?

20:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

have the best thing to offer. And I like that you said that, you know, if we're doing our job,

20:04

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

right, they don't, our members don't know. And my conversation oftentimes when somebody's going,

20:09

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

well, why would I join a credit union? It's like, that's what my parents went to. It's like,

20:12

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we can do everything, everything, every product and service you could possibly need,

20:18

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

but you're going to be able to talk to somebody and not have to be behind the line or only use

20:25

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

chat. We offer all of those things, but when you're doing business with us because of all

20:29

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

of our partners, because we have now the scale, you can talk to a human when you need to talk to

20:35

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

a human. We don't make it hard. We have bankers across the country, both small and large organizations,

20:41

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

high assets, low assets, big brands development or brands networks and smaller ones. What's the

20:48

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

one major suggestion you give them to think about as they're going through this process?

20:54

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Just one. I think first and foremost, use your data, right? If you're looking to place a branch

21:05

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

somewhere, really look at not just an intuition, like, oh, we think we need to be there. But do you

21:11

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

have enough members to serve in that location? Will you be able to hire the talent in that location?

21:16

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Because that's my second thing. People are everything. You've got to have really good people

21:21

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

that are in service and in our branch network to build the trust with the membership. So use the

21:28

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

data. Let it tell you where the branches are versus where you think they need to be. And then just make

21:33

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

sure you've got great people behind it. And then keep on measuring results.

21:38

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Yeah, results do matter. Yes, they do. Results matter.

21:40

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know, it's interesting. As we look at the branch developments going on in the industry right now,

21:45

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

and we have this debate that continues to go on on, what's next? What are you going to do?

21:50

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

How are you going to do it? I can simply suggest, based on a conversation I've had with you and

21:55

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

others in the industry on this podcast, is you, number one, need to follow the numbers. You can't

22:01

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

just do it. You've got to build that strategy. You build that North Star of what you're aspiring to.

22:06

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

I think what's interesting to discuss with you, Amy, is that this is just the beginning. You're going

22:10

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

to be rethinking your entire branch network based on what you've learned here. There'll be adjustments

22:16

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

one way or the other way. The billboard outside, you said, the way the branch looks in the

22:20

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

community. But more importantly, the commitment to the member or the customer. And that's what

22:27

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

it's all about. It's about the engagement going on and actually being able to make that impact

22:32

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

so that people talk about you long after they've left the branch.

22:36

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know, we talked about the fact that you're in the Camelback area in Arizona. I'm very familiar

22:39

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

with Arizona. Been here for three years straight going to spring training in and out of Arizona.

22:44

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But you're really in a really affluent area. I mean, it's known for all the money in the

22:49

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

area. In fact, you have one of the most famous malls, as far as my wife's concerned, right

22:52

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

down the street. I know it's all about location, location, location. But did you know you want

22:57

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

to be in this area and then find this branch? Or did this branch just sneak out and go, we

23:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

can't let this one get by us? Well, this was a vacated bank building or bank branch. And

23:07

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we were looking for a location in this area to combine a couple of our branches that are

23:13

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

just down the way, that were just down the way a bit. And we were able to secure this

23:19

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

location. As you said, it is in a very affluent area. And we had some real internal discussion

23:26

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

about how can we have a location that is in a very affluent area, so many businesses around,

23:33

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

so many banks, all forms of competition from investment companies, et cetera, in this location.

23:41

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And yet we still serve those of modest means. And our reality is we do commercial lending,

23:47

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we do business banking, we do treasury management, and we wanted a location that can showcase that.

23:55

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And so there are hundreds of businesses around this location. You look around, as you said,

24:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you have a great shopping center in two locations, from the Biltmore to Fashion Square down the road.

24:09

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

It is a very affluent area, again, with many businesses. And so why not be in the heart of it?

24:14

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You know, it's interesting because you mentioned the whole credit union aspect of this.

24:18

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

But sometimes people have to be educated the difference between a credit union and a traditional

24:23

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

bank. You can show up, but you also can delineate the fact that we're not your father's or mother's

24:30

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

credit union. We now serve commercial businesses. We do things of that nature. And it really expands

24:35

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the dynamics of what you're doing. But as you look at the brands and the way it's segmented out,

24:40

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

there's things for everybody.

24:41

S… Speaker 3 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

There is.

24:42

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

And which is kind of fun also.

24:44

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Yeah. You're going to always be greeted. And so we wanted, it's just as comfortable for a consumer,

24:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

somebody that does not have a business to come in and get the services they need. But especially for

24:58

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the businesses around here, this is.

25:00

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

experience. We also talk about integrating both the physical and the digital. What are you doing

25:06

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

on the digital side of the bank or the trading, I should say, with regard to anything from new

25:11

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

account openings, the way you're doing payments, transactions? What other things are you doing to

25:15

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

continually up your game in the digital side as well? So here's, I think, a reality is that when

25:23

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

you offer a product or service, whether it's a call-in, whether it's the digital, or you come

25:28

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

into a branch, members will use it all. And those are table stakes anymore. You have to have a great

25:33

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

online banking platform. You just have to. And so we're able to serve both consumers and businesses,

25:39

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

even those businesses that have multiple entities, that they can consolidate all of their account

25:45

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

views together. And so that's one of the things from the digital aspect where you're able to manage

25:51

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

multiple businesses through our online banking platform. You know, it's also interesting. Look

25:56

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

at the whole branch environment today. You need to stick out every day. You have to do something

26:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

new. You have to have it so people will continually talk about it. This branch does a lot of that,

26:05

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

but so does the service that you're providing and the way you deliver that. I think that comes

26:10

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

close to under your realm of what you need to do. Well, I'm glad you mentioned that. And so

26:17

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

how we're very different, again, you can call your personal banker. We have a separate business desk

26:22

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

or you can call in and get support. We have an Arizona market president, Michael Farrell.

26:28

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

You can look him up on LinkedIn and connect with him. And so there are just brands of service and

26:34

S… Speaker 2 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the personalization that we offer that I think helps us stand out. Thanks for listening to Banking

26:40

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Transform, the winner of three international awards for podcast excellence. If you enjoy what we're doing,

26:45

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

we would really enjoy a positive review. Also, check out my recent articles in the financial brand,

26:52

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

the research you're doing for the Digital Bank Report. This has been a production of Evergreen

26:56

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Podcast. A special thank you to our senior producer, Leah Aslich, audio engineer, Chris

27:01

S… Speaker 1 (BT_AmyHysell_2026-04-06_Mix1_MR1831)

Vofaglias, and video producer, Will Pritz.

BT_AmyHysell_2026-04-06_Mix1_MR1831

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