Believe in Banking

In this special year-end episode of the Believe in Banking podcast, Gina Bleedorn and Juliet D’Ambrosio spotlight standout insights from financial services leaders navigating real change across the banking industry. These conversations with guests throughout 2025 cover everything from the forces accelerating M&A and the realities of scale, to the role of brand, community, and connection in branch banking. Listeners will hear firsthand how focused data, organizational values, and local relevance continue to influence decisions around banking experiences – and why the physical branch remains essential today, even in a digital-first world. The excerpts reflect a range of perspectives on what’s working, what’s evolving, and what still matters most in financial services – especially at the local level. Together, these voices offer a thoughtful look at where banking is headed and what it takes to lead with purpose and principle in a time of change. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina Bleedorn and Juliet D’Ambrosio welcome Sherry Bear, Chief Administrative Officer at Civic Federal Credit Union, for an inspiring behind-the-scenes conversation about leading meaningful change by leaning on organizational values. Sherry shares how Civic’s core principles – people-first, planet always, and prosperity for all – guided every decision in their branch-building process, from rethinking formats and refining operations to investing in talent and using sustainable materials. Their discussion highlights how Civic turns purpose into practice by connecting their values to real decisions that strengthen the member experience and the communities they serve. It’s a clear-eyed look at how a credit union can define the branch of tomorrow while establishing a working model for growth. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina Bleedorn and Juliet D’Ambrosio explore how customer experience in branch banking continues to drive trust and loyalty. Drawing from Adrenaline’s latest report – Closing Customer Experience Gaps in Branch Banking – they reveal what’s working, what’s missing, and how human connection remains essential in financial services, especially in an era when so many of people’s other everyday interactions are digital. Armed with new research and insights from 50 real-world mystery shops at banks and credit unions of all sizes and geographies, they discuss strategic yet practical ways that financial institutions can leverage intentional design and a clear North Star vision to transform experiences for the future of branch banking. From trust and retention to design and digital integration, Gina and Juliet show how human connection fuels profitability, and what banks and credit unions can do now to turn experience gaps into growth opportunities. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina Bleedorn and Juliet D’Ambrosio sit down with Nick Mentel, Managing Director of Insights & Analytics at Adrenaline, for an in-depth conversation about the role of analytics in developing growth strategies for financial institutions. With nearly two decades of experience, Nick brings his sharp insights into how data informs decisions on where, when, and how to invest in branch networks. Together they discuss the power of the network effect, the enduring value of perceived presence, and how financial institutions can balance operational efficiency with smart expansion. Nick shares practical examples of how banks and credit unions can optimize their branch networks for growth while keeping pace with shifting customer expectations and fintech competition – proving why strategic branch banking continues to be one of the most powerful drivers of long-term success. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet explore the growing role of lines of business in banking. From small business to wealth management, they discuss how financial institutions are expanding services and deepening relationships in ways that connect across generations. Their conversation highlights why branches remain powerful centers for advisory opportunities and relationship building, and how local presence gives banks and credit unions an edge in today’s competitive market. With line of business opportunities personalized for customers, they examine how financial institutions can bring these customized services to life at the branch. Lastly, they discuss shifting generational expectations, the importance of values alignment, and the branch’s role in creating trusted relationships that last. Collectively, these insights spotlight essential strategies banks and credit unions can use to compete and grow. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina Bleedorn and Juliet D’Ambrosio welcome on Courtney Coss, Chief Retail Officer at the Credit Union of Texas (CUTX), for an insightful conversation on building culture and community through innovative, future-focused retail delivery. Drawing on her 25-year journey from teller to top leadership, Courtney shares how CUTX has transformed their branch network – from ITM-only drive-ups to community spaces and coffee shops to dog parks – all grounded in their core mission of people helping people. Their dynamic discussion explores CUTX’s bold branching strategy, commitment to underserved markets, focus on the future through youth engagement, and authentic approach to culture-building that fosters employee engagement and meaningful member connections. It’s a masterclass on leading with purpose and passion and how to evolve the branch for a new era. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet explore what innovation really means in financial services today. While often equated with technology, innovation in banking is more about impact – solving problems creatively, modernizing the member or customer experience, and building stronger community connections. Their conversation highlights standout examples of innovation in action, including Valley Bank’s eye-catching flagship branch in Manhattan that uses digital signage brought to life with GenAI and Civic Credit Union’s rapid branch expansion of flexible, community-focused locations across North Carolina. They also address the shift from omnichannel interaction toward optichannel engagement, innovative staffing strategies to support human-centered delivery, and the thoughtful adoption of AI in banking. Altogether, these efforts illustrate how forward-thinking institutions are leveraging innovation for purposeful progress, not just technological transformation. This podcast is hosted by ZenCast.fm

In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Jeffrey Martinez, Executive Vice President and Head of Branch Banking at PNC. In their illuminating conversation, Jeffrey shares the story behind PNC’s $1.5 billion investment in their branch network and how the bank’s continuing commitment to the branch is fueling even more customer connection and institutional growth. From his early banking roots to overseeing 2,200 physical and 22 mobile branches, Jeffrey outlines both the bank’s and his personal principles behind creating consistent, high-performing, and meaningful branch experiences and the internal staffing strategies that power them. He describes how his passion for purpose-driven leadership – shaped by both his military service and his start as a teller – drives his approach to activating 15,000+ employees in service to customers and their life’s goals. Finally, Jeffrey offers inspiration for banks of all sizes, emphasizing the importance of operational excellence, strategic clarity, and a relentless focus on delivering human-centered experiences that move people forward financially. This podcast is hosted by ZenCast.fm

In Part 2 of their special guest episode of the Believe in Banking podcast, Gina and Juliet welcome back Yvonne Garand, Chief Brand and Marketing Officer and Jevonne McLaughlin, Vice President of Brand Marketing, from EastRise Credit Union. In their conversation, Yvonne and Jevonne describe the rebranding process following the merger between New England Federal Credit Union and Vermont State Employees Credit Union. They discuss the process of selecting a new name and the formation of the brand identity for the organization, and how data was key to their decision making and consensus building. Fundamentally, they credit the successful transition to EastRise to their strong commitment to reflecting the values of the merged organization. And finally, Yvonne and Jevonne discuss the evolution of the credit union’s culture and reflect on managing change across the organization – a journey grounded in time, trust, and transparency. This podcast is hosted by ZenCast.fm

In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Yvonne Garand, Chief Brand and Marketing Officer and Jevonne McLaughlin, Vice President of Brand Marketing, both from EastRise Credit Union. In their dynamic discussion, Gina, Juliet, Yvonne, and Jevonne address the merger of New England Federal Credit Union and Vermont State Employees Credit Union to form Vermont's largest credit union and residential mortgage lender and how EastRise built consensus for a new name and brand transformation. Yvonne and Jevonne talk about how they managed the cultural elements of organizational change and how the credit union achieved member approval for the merger. They discuss the powerful multi-phase communications and engagement strategy to educate members on the merger's benefits and encouraged participation in the voting process. Finally, they address the importance of leveraging member insights to develop a brand strategy and name that would resonate with both legacy member bases and the broader Vermont community. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet discuss challenges and change in the community banking sector. Making up 97% of all financial institutions, community banks and credit unions are purpose-driven institutions, uncovering opportunities to grow through their unique community connections. Their conversation covers M&A activity among community banks and how “mergers of equals” provide for scale and strength to enhance competitive advantage. They talk about locality as a superpower and how younger generations show strong affinity for community banks and credit unions, especially as they seek out advice at the branch. Finally, Gina and Juliet emphasize the importance of investment from the brand to the branch as proven strategies to increase customer acquisition, drive growth, and build loyalty among people in the communities they serve. This podcast is hosted by ZenCast.fm

In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Al Dominick, Partner with Cornerstone Advisors, a consulting services firm powered by data to deliver customized results for banks and credit unions. In their lively conversation, Al, Gina, and Juliet discuss the current state of mergers and acquisitions (M&A) in the banking and credit union sectors, including factors driving the need for scale and the challenges and opportunities for change. They explore the importance of data-driven decision making, employee productivity, and brand development for M&A deal success. They also address Cornerstone’s approach to client engagement and discuss how to foster a culture of collaboration to support leaders making change for the better in the banking industry. Finally, they discuss strategies institutions can employ to stay relevant and resilient in a continually evolving environment. This podcast is hosted by ZenCast.fm

In the year-end episode, the Believe in Banking podcast covers the key trends and themes that have shaped the banking industry in 2024 and are expected to continue in 2025. Conversations between Gina Bleedorn, Juliet D’Ambrosio, and Sean Keathley address the generational shift in banking, finding Gen Z more focused on advisory experiences and driving banks and credit unions to invest heavily in their branch networks to stay relevant. Bringing the brand into the branch remains essential for financial institutions to build loyalty and advocacy with customers, and a bigger focus on branding or rebranding is shown to be a core tenet for success in financial services. Finally, no December episode would be complete without addressing the rise of generative AI that is set to transform the banking industry by automating routine tasks and freeing up bankers to focus on higher-value human relationships. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet discuss the resurgence of investment in the bank branch and Adrenaline’s new report “The Branch Advantage: Essential Retail Strategies for Banking Industry Leaders.” Their conversation covers how major banks like PNC, Chase, Bank of America, and others are announcing significant investments in branch expansion and renovation, indicating a broader industry trend. They spotlight three examples of financial institutions featured in the report – VeraBank, Virginia Credit Union, and Guaranty Bank – and how successful branch transformation strategies helped each institution gain advantage out of this critical channel. Essential to this success was defining a “North Star” experience, which identifies a clear vision and purpose for the branches across the network. Finally, they discuss original industry data that finds that banks and credit unions that invest in branch transformation are seeing significant returns, including higher deposit growth relative to the market. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet spotlight news about how major banks like Chase, PNC, and Bank of America are making significant investments in expanding and renovating their branch networks, demonstrating the continued vitality of the branch channel. They also announce the upcoming report “The Payoff & Process of Branch Investment: Maximizing ROI for Financial Brands,” coming in November, which explores what makes branch investment successful. One critical component of ensuring ROI for the in-person banking channel is branch marketing. Effective branch marketing leverages proximity to deliver marketing messages that strengthen relationships with customers or members, drive awareness of the financial brand, and promote local growth to ensure institutional success. Gina and Juliet discuss best practices in branch marketing, including employing a zonal framework for design and merchandising, which spotlights the right place, right message and right delivery for branch marketing and how targeted messaging is the most effective means for creating customer connections. This podcast is hosted by ZenCast.fm

In this special guest episode of the Believe in Banking podcast, Gina and Juliet welcome Andrew Hovet, Managing Director at Curinos, a data and insights company that helps financial institutions make better business decisions through advanced analytics, market intelligence, and customer data. In their dynamic discussion, Andrew, Gina, and Juliet discuss how banks and credit unions can leverage data to make informed decisions about their branch network, including where to locate, consolidate, or expand to optimize market presence and growth potential. They also address the essential role of the branch for banking experiences. Even as total visits decline, branches are places customers rely on for advice and guidance on their financial needs. For institutions, branches serve as a key driver of brand awareness and high-quality sales opportunities. And finally, they discuss the need for banks to adapt their branch staffing and operations to focus less on transactional services and more on valuable financial consultation and solutions. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet discuss opportunities and optimism in the banking industry. Following years of retail closures and predictions about the death of the branch, the reality in 2024 is that not only is the bank branch not dead, but in just the last year, the U.S. added more net new branches for the first time in a decade. Branches are just one of the ways banks are seizing opportunities for growth, but there are many reasons for optimism in banking. Positive economic news, good business prospects and an improved rate environment have buoyed banking this year. Nearly 9 out of 10 Americans with a bank account report they’re ‘very satisfied’ or ‘satisfied’ with their primary bank and the rate environment is improving prospects for banks and consumers, alike. On the opportunity front, M&A continues to drive momentum in the banking sector, with expectations high for continued expansion, both in the short- and long-term. From ways that consumers engage with banking brands and in branches, Gina and Juliet have a lively conversation about the rich opportunities for financial institutions, especially for community banks and credit unions who are priming their organizations for growth. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet discuss the resilience and enduring relevance of the of the branch. Fresh off the stage from her keynote at Future Branches, Gina discusses insights from the industry’s changemakers like Chase and what she heard from banking leaders across the country about the challenges they face with their own branch networks. They talk about the importance of renovating and right-sizing existing branch networks, as well as how banks bring their brand to life through digital and physical experiences. Juliet spotlights the latest data that shows the significance of physical branches for younger generations, like Gen Z and Millennials, who still value face-to-face interactions with experts and show that by visiting their local branches weekly. Finally, they both discuss the role of strategy in deploying effective marketing and merchandising at the branch and how communications tools like digital signage can make retail communications more meaningful for adapting to customer needs. This podcast is hosted by ZenCast.fm

In this special episode of the Believe in Banking podcast, Gina and Juliet look back through the library of episodes to shine a spotlight the enlightening information and insights from Sean Keathley, Founder and Chairman Emeritus of Adrenaline. Going back at the launch of the podcast in 2020, during the height of Covid, all the way through early 2024, they pull out some of the best thinking from a truly rich repository that spans the most change the banking industry has experienced since its inception. In his years hosting the podcast, Sean brought more than a wealth of knowledge about the banking industry, he shared his passion for people – those serving and being served by community banks and credit unions across the country. His unique ability to take even the most complex financial topics and present them in a way that everyone can understand is one hallmarks of the podcast. Finally, they share how Sean is the ultimate believer in banking and it's a legacy that Gina and Juliet are proud to continue. This podcast is hosted by ZenCast.fm

In this episode of the Believe in Banking podcast, Gina and Juliet take on the topic of bank and credit union branding. They discuss their upcoming speaking sessions at the Financial Brand Forum in Las Vegas from May 20-22, and spotlight the new Adrenaline report, the “ROI of Rebranding: Best Practices to Measure Business Value for Financial Brands” available on adrenalinex.com. This report features original research and leading insights that show the power of rebranding in driving and delivering growth for financial brands. Highlighting three case studies of recent rebrands – Bravera Bank, Everwise Credit Union and Tower Federal Credit Union – Gina and Juliet discuss how these organizations made the most of their rebranding efforts, including prioritizing brand differentiation to stand out in the marketplace. Finally, they discuss how to recognize when it’s time for a rebrand or refresh and ways that the most successful brands embrace brand change. This podcast is hosted by ZenCast.fm