While many credit unions are making investments to improve the quality of their virtual member interactions, Affinity Plus Federal Credit Union is placing an emphasis on old fashioned, face-to-face communication.
The $1.6 billion, St. Paul, Minn.-based credit union is currently in the process of replacing its Roseville, Minn., branch with a new building designed to enhance member experience and comfort. The redesigned branch, set to open in October 2012, will include an open floor plan with 11 teller stations positioned throughout the center of the branch, each with its own teller cash recycler machine.
"We've had a presence in Roseville for many years and a strong, active membership base there," said Tom Pechman, member advisor and business analyst for Affinity Plus FCU. "We know our members like coming into the branch, and we want to make them feel comfortable, whether they're making a deposit or a withdrawal or discussing a car loan. The design for our Roseville branch will be different from our other branches, and while the space will be very open, it will also be very private."
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Natasha Chilingerian
Natasha Chilingerian has been immersed in the credit union industry for over a decade. She first joined CU Times in 2011 as a freelance writer, and following a two-year hiatus from 2013-2015, during which time she served as a communications specialist for Xceed Financial Credit Union (now Kinecta Federal Credit Union), she re-joined the CU Times team full-time as managing editor. She was promoted to executive editor in 2019. In the earlier days of her career, Chilingerian focused on news and lifestyle journalism, serving as a writer and editor for numerous regional publications in Oregon, Louisiana, South Carolina and the San Francisco Bay Area. In addition, she holds experience in marketing copywriting for companies in the finance and technology space. At CU Times, she covers People and Community news, cybersecurity, fintech partnerships, marketing, workplace culture, leadership, DEI, branch strategies, digital banking and more. She currently works remotely and splits her time between Southern California and Portland, Ore.
