The financial industry is currently in a mode of near-constant change. Regulations, technology, consumer demand, and competitive pressures all contribute to this change, and with one in three people in the workplace being Millennials – and let’s not forget about Gen Z already beginning to make their entry – Heartland Credit Union decided it was time to keep up with this change.
Heartland Credit Union has begun expanding their branch footprint, corporate needs and efforts to attract new and young members. By obtaining valuable information with helpful interpretation of the data from our GIS and real estate experts, it was clear to Heartland leadership that looking for the optimal market for expansion was critical to their future success. Our strategic market analysis identified many important elements to consider including:
After analyzing different opportunities and asking the right questions, we provided recommendations on a discernable path forward for Heartland Credit Union, one that involved the strategic deployment of a new branch in Hugo, Minnesota.
Once we brought everything together with final thoughts about Heartland’s membership and branch network, designing the perfect space that would appeal to the community was next. We took a timeless approach to crafting the interior and exterior, carrying the same theme and materiality from the outside to inside. Using a beautiful neutral palette in finishes and integrating the credit union’s bold blue and orange colors with cozy textiles on the furniture would surely make this branch stand out, and something both members and employees could be proud of.
The new branch space was designed with member service and employee productivity in mind, too. Having private meeting spaces, one teller pod, a conference room and a drive-thru gives Heartland Credit Union everything it needs to holistically meet the growing and dynamic needs of the Hugo market.
Heartland Credit Union now has the strategic insights for a branching strategy to move forward, and we are excited to see the future success of this emerging credit union. With now three high-performing branches, including one in their main office, they will continue to triumph the challenges that come their way with a solid plan and infinite support from our team.