In this episode of Banking Transformed, Jim Marous is joined by Amy Hysell, President and CEO of Arizona Financial Credit Union, live from the organization’s new Biltmore Branch in Phoenix. Built from the conversion of a former top-five bank location, this branch was designed to do more than serve members. It was built to create visibility, generate word of mouth, and become a true showcase for the brand in the community.

Jim and Amy discuss why Arizona Financial made this investment, how the branch was designed to differentiate itself in a competitive market, and what metrics matter most when proving the value of a physical location. From design choices and member experience to business case and breakeven expectations, this is a conversation about what modern branch strategy really looks like when done with purpose.

If you lead a bank or credit union and are reconsidering what a branch should be, this episode provides a timely look at how one institution is turning physical presence into conversation, community impact, and growth.

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