How Branches Can Win Attention and Generate Growth

Banking Transformed with Jim Marous · Apr 14, 2026 · 50m

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…