Citizens Bank Of Edmond, an Oklahoma-based community bank, is making waves in the national banking scene. Despite its single physical branch in Edmond, Oklahoma, a town of just under 100,000 residents, this financial institution is boldly expanding its reach across the United States. Under the leadership of President and CEO Jill Castilla, Citizens Bank of Edmond is leveraging digital technology to offer its retail banking services nationwide. This strategic move significantly broadens the bank’s potential customer base to encompass approximately 300 million people.
This ambitious national expansion was achieved in an impressive 72-day timeframe. Castilla highlighted this remarkable speed and agility in a LinkedIn announcement, stating, “Citizens proves that small banks can be nimble, fast, thorough, sophisticated and still deliver a George Bailey-like experience.” She further emphasized the bank’s commitment to innovation and setting a precedent for other community banks to thrive in the evolving financial landscape.
The technological backbone of this national launch is Narmi, a cutting-edge digital banking platform provider. Founded in 2016 by former bankers Nikhil Lakhanpal and Chris Griffin, Narmi is dedicated to equipping financial institutions with best-in-class digital banking solutions. Based in New York, Narmi’s platform supports both retail and commercial accounts and is known for its efficient digital account opening process, which averages just two minutes and 13 seconds. Narmi’s successful track record includes partnerships with institutions like Radius Bank (now Lending Club) and Berkshire Bank, underscoring its credibility and robust technology.
By embracing a nationwide digital presence, Citizens Bank of Edmond is transcending geographical limitations and tapping into the power of “affinity banking,” also known as “identity-based banking.” This approach allows the bank to capitalize on its established brand identity and the strong reputation it has cultivated over the years. During the COVID-19 pandemic, Citizens Bank of Edmond demonstrated its deep commitment to its community by prioritizing personalized service and support for local businesses. CEO Jill Castilla notably shared her phone number publicly as a resource for those in need and proactively contacted business clients to understand and address their challenges. Even when the bank’s physical lobby was temporarily closed, employees ensured a personal touch by meeting customers curbside to schedule appointments, maintaining a high level of customer interaction.
The industry is keenly observing how Citizens Bank of Edmond will sustain its renowned personal touch while scaling its operations nationally. However, given Jill Castilla’s proven dedication and forward-thinking leadership, there is strong confidence that Citizens Bank of Edmond will successfully uphold its commitment to exceptional customer experience as it grows its national footprint. Industry experts and observers are encouraged to hear more from Jill Castilla about customer experience strategies at upcoming events like FinovateFall.
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