Christofer Sundlof

Director of Retail Services UFCU

Chris Sundlof has over two decades of experience in leading retail financial services, specializing in cultivating member-obsessed cultures and driving sustainable organizational growth. As Director of Retail Services at University Federal Credit Union, Chris has spearheaded transformative initiatives that have elevated member satisfaction, driven record-breaking growth, and fostered a culture of empowered leadership. Chris is known for developing enterprise-wide sales and service models, optimizing staffing and profitability through data-driven approaches, and fostering a culture that strengthens retention and career development. His work has earned national recognition, including launching an award-winning Mobile Branch and achieving top-tier performance metrics across UFCU’s branch network. Prior to UFCU, Chris served as Executive Vice President of Member Experience at Arlington Community FCU, where he co-led a values-based cultural transformation, enhanced digital banking capabilities, and elevated brand value through strategic marketing and community engagement. Chris is an MBA graduate of the University of Maryland Global Campus, a 40 Under 40 honoree with the Leadership Center for Excellence, and alumni of Leadership Austin’s Essentials Class of 2023.

Day 1 - Nov. 18 - GROWTH BY DESIGN: BUILDING SMARTER FOR A RAPIDLY CHANGING MARKET

2:10 PM Panel: Branch as a Brand Ambassador: Bringing Your Brand Identity to Life in Physical Spaces

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

Day 2 - Nov. 19 - FROM TRANSACTIONS TO RELATIONSHIPS: ELEVATING CX IN A TRUST-DRIVEN ERA

2:15 PM Panel: Data-Driven Branches: Planning Your Network with Insights and Analytics

What if your branch network could be designed with precision based on customer behavior and market analytics? This session dives into how financial institutions are using data to optimize branch locations, tailor designs to community needs, and create purpose-driven spaces. Discover how analytics can inform decisions about branch formats, staffing models, and the integration of digital tools like ITMs and self-service kiosks. Gain actionable insights on aligning your branch strategy with the evolving expectations of your customers while maximizing operational efficiency. Learn how to:

Identify the data that you need and how to ask for it in a useful way
Understand predictive analytics that can be used to identify growth opportunities, optimize branch strategies, and improve customer engagement by anticipating needs
Explore metrics to measure success and identify areas for improvement

Check out the incredible speaker line-up to see who will be joining Christofer.

Download The Latest Agenda