The CEO of Sunrise Banks, David Reiling, was recently named chair of the Global Alliance for Banking on Values — the world’s premier value-based banking organization. Reiling is succeeding Peter Blom, who founded the GABV and served as chair since its creation in 2009.

It’s made up of 66 financial intuitions across Asia, Africa, Australia, Latin America, North America and Europe, the combination of which serves more than 70 million customers and holds more than $200 billion in combined assets under management.

In leading the GABV, Reiling plans to continue furthering the organization’s social and environmental impact, as well as sustain and recruit new members.

In this interview with reporter Kelly Busche, Reiling talks about how he sees an opportunity to grow value-based banking in the United States, especially with a new generation of bankers and non-bankers who are more socially conscious.