Branching Out - Physical Expansion Strategy of Ascend Federal Credit Union w/ CEO Matt Jernigan

Behind the Vault Episode 23

The strategic advantage of branch expansion can play

For community FIs, spending on digital channels and other technology often comes at the expense of opening new branches. This isn’t the case for Ascend Federal Credit Union of Tennessee. President and CEO Matt Jernigan shares the growth strategy of the $4 billion credit union and the central role physical branches play. Matt talks about how design, technology, and winning local relationships help Ascend meet the needs of a growing member base and keep a lid on expenses.

Highlights from the episode:

  • The expansion challenges of Middle Tennessee
  • The importance of physical branches, even within a digital-driven strategy
  • Innovations in branch design and technology
  • Balancing Cost and Member Needs
  • Adapting to local needs
  • The operational challenges and key partnerships needed for success

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This is Behind the Vault: Conversations with Customer-Driven Bankers, the podcast dedicated to empowering CEOs, Presidents, and CMOs in the community banking and credit union industry. In this digital era, your role as a leader in these financial institutions is more crucial than ever. Join us as we explore the stories, strategies, and successes of fellow industry leaders, providing you with actionable insights to drive your institution toward unparalleled success.

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