Credit Union reimagining its new locations to be more responsive to today’s tech-savvy, mobile customer
Large group of Tropical Financial employees take part in ribbon cutting
With the snip of a thick red ribbon, Tropical Financial formally dedicated its new branch in Plantation. On April 12, about two dozen credit union employees gathered for a brief ceremony to mark the grand opening. A representative from the Tamarac North Lauderdale Chamber was on hand to welcome Tropical Financial to the neighborhood.
The new location at 8247 West Sunrise Boulevard is just a few miles away from the credit union’s previous Plantation home at Nob Hill and Cleary. The move is part of a larger strategy to reconfigure and reimagine all brick-and-mortar locations to meet the needs of today’s tech-banking habits.
Kathryn Wachs, Market Manager clips ribbon with President/CEO Rich Helber
“With mobile and online banking, our members aren’t visiting branches or using drive-throughs as much as they did in the past,” said Rich Helber, president and CEO of Miramar-based Tropical Financial who led the dedication ceremony. “The trend gave us an opportunity to create a fresh new experience for our members.”
The new Plantation branch is located in an open-air retail center with a more efficient footprint. It features an open architecture with teller pods instead of traditional enclosed counters that promote more intimate interactions with tellers.
Orinthia Wallace, teller; Giselle Kassie, Assistant Branch Manager; Amy McGraw, VP of Marketing
As members or prospective members come in to open a new account or apply for a loan, they will be encouraged to use the “tech bar” while waiting to talk to a representative. The section features iPads that people can use to educate themselves on credit union products and services.
Visitors can also learn about credit union offerings by watching a series of financial education videos from a large flat-screen in the lobby. Tropical TV, as it’s called, showcases various products and services and has demonstrations on how to use free resources that come with being a member.
Jahira Thompson, Member Service Representative and Samanta Bryan, teller
Helber said Tropical Financial plans on redesigning all of its existing and future branches over time. In addition to Plantation, the credit union recently relocated its Coral Springs branch and has plans to relocate is Kendall branch in the near future. There are a total of 10 branch locations throughout Miami-Dade, Broward and Palm Beach Counties, and provides online-banking only in six other Florida counties.
About Tropical Financial Credit Union
Based in Miramar, Florida, Tropical Financial Credit Union is a not-for-profit financial institution whose deposits are federally insured. Anyone who lives or works in Miami-Dade, Broward, Palm Beach, Martin, St. Lucie, Lee, Collier, Hendry and Sarasota Counties is eligible to join. Tropical Financial Credit Union was formed in 1935 by employees of the former Southern Bell with just a few hundred dollars and has grown to $700 million in assets. For more information, log on to www.tropicalfcu.com.
