Billie Jo Cardenas

How can banks use their physical branches to reinforce brand identity and purpose? This panel will explore how financial institutions are redesigning their branch spaces to align with evolving goals while creating a seamless brand experience across all formats. Panelists will share strategies for leveraging digital signage, design elements, and messaging to engage customers, as well as examples of innovative branch concepts—from tech-integrated spaces that mirror digital branding to community-focused layouts and hubs. Gain practical insights into crafting a branch experience that reflects your bank’s mission and resonates with your local audience. We will talk about: 

• The dos and don’ts of integrating and placing new features and technology 
• Real world examples of design that tell stories and elevate brand messaging 
• Bringing your organization’s identity into spaces in meaningful ways that influence or inform the customer/member branch experience  

At Sun Community Federal Credit Union, differentiation comes from deeply investing in people. Join Chief Experience Officer Billie Cardenas as she shares how the credit union is transforming the member experience by putting financial empowerment at the heart of its strategy. In this powerful session, Billie will explore how Sun Community FCU became a leader in financial planning by certifying every branch employee as a financial advisor, creating a culture where every frontline interaction is rooted in trust, knowledge, and goal-setting. You’ll hear how the credit union’s personalized onboarding approach ensures each member is guided through a full financial assessment—an intentional moment to uncover real goals, dreams, and needs, as well as supporting local businesses with targeted services and webinars—both online and in-person—to reach employees where they are. You'll learn how this approach has led to measurable results, including a meaningful increase in deposits and standout loan growth. Learn about:  

• Cultivating strong, lasting member relationships with financial planning and financial literacy 
• Embedding advisory services into everyday branch operations 
• Training and coaching staff to follow a needs-based model of sales and service to strengthen loyalty the financial health of members