Independent Banker - January 2025 - 41

SPONSORED BY
commodity business. " My bank's money is just as green as
every other bank's, " he says. " So how do we differentiate
ourselves? By responding quicker than everybody else
and providing great
customer service. "
Customers love
the local aspect of
community banks,
he adds, " but this
only helps your bank
if you respond well.
That's how we view
competition. "
Yampa Valley
Bank in Steamboat
Springs, Colo.,
plans to roll out
a new marketing
campaign in 2025
with the motto " We
Bank on People, "
according to PJ
Wharton, president
and CEO of the
$620 million-asset
community bank.
" The campaign
will focus on why
local banking
matters and
the difference
community banks
like ours make in
the community, " he
What will be your
community bank's
greatest business
opportunity in 2025?
(RESPONDENTS SELECTED ONE)
" Community banking
is alive and well. The
megabanks have
abandoned many
rural areas and are
relying more heavily on
technology like AI, while
we are investing in our
community and growing
market share. "
-PJ WHARTON,
YAMPA VALLEY BANK
DIFFERENTIATING MY BANK FROM
OTHER FINANCIAL SERVICES
FIRMS IN MY MARKET:
SOMETHING ELSE:
says. " For example, we're the number one economic driver
and make more donations and sponsorships than any
other financial institution in our community. "
The campaign will stress that when customers bank at
Yampa Valley Bank, their money stays in the community
instead of leaving the state like with big banks.
" Also, the big banks are shrinking their staffs and
relying more on technology, while we're investing in more
staffing, " says Wharton. " We have [triple] the staff of our
competitors because customers still like to have personto-person
conversations. Our lenders understand the
local market and provide quick turnaround and flexibility,
while some of the big banks are using AI for loan review
and approvals. "
Community bank executives listed a few new technologies
they're considering rolling out in 2025 to serve customers'
needs and improve internal operations. These include
website revamps, new loan origination software, fraud
DIGITALIZATION:
NEW LINE(S) OF BUSINESS:
WEALTH MANAGEMENT/
FINANCIAL PLANNING:
FINTECH PARTNERSHIP:
independentbanker.org // 41

http://www.independentbanker.org

Independent Banker - January 2025

Table of Contents for the Digital Edition of Independent Banker - January 2025

Contents
Independent Banker - January 2025 - Cover1
Independent Banker - January 2025 - Cover2
Independent Banker - January 2025 - Contents
Independent Banker - January 2025 - 2
Independent Banker - January 2025 - 3
Independent Banker - January 2025 - 4
Independent Banker - January 2025 - 5
Independent Banker - January 2025 - 6
Independent Banker - January 2025 - 7
Independent Banker - January 2025 - 8
Independent Banker - January 2025 - 9
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Independent Banker - January 2025 - 11
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Independent Banker - January 2025 - 13
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Independent Banker - January 2025 - 16
Independent Banker - January 2025 - 17
Independent Banker - January 2025 - 18
Independent Banker - January 2025 - 19
Independent Banker - January 2025 - 20
Independent Banker - January 2025 - 21
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Independent Banker - January 2025 - 23
Independent Banker - January 2025 - 24
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Independent Banker - January 2025 - 26
Independent Banker - January 2025 - 27
Independent Banker - January 2025 - 28
Independent Banker - January 2025 - 29
Independent Banker - January 2025 - 30
Independent Banker - January 2025 - 31
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Independent Banker - January 2025 - 33
Independent Banker - January 2025 - 34
Independent Banker - January 2025 - 35
Independent Banker - January 2025 - 36
Independent Banker - January 2025 - 37
Independent Banker - January 2025 - 38
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Independent Banker - January 2025 - 40
Independent Banker - January 2025 - 41
Independent Banker - January 2025 - 42
Independent Banker - January 2025 - 43
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Independent Banker - January 2025 - 47
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Independent Banker - January 2025 - 50
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Independent Banker - January 2025 - 54
Independent Banker - January 2025 - 55
Independent Banker - January 2025 - 56
Independent Banker - January 2025 - 57
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Independent Banker - January 2025 - Cover3
Independent Banker - January 2025 - Cover4
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