Is your financial institution doing all it can to build and maintain strong, long-term ties with key customer groups? In this episode of Bank on Wipfli, we explore how community banks can create meaningful, tailored experiences for specific customer segments — especially women — through intentional branding and relationship-building.
Wipfli Partner Robert Zondag talks with Britney Campbell, SVP of marketing and public relations at Legends Bank and co-founder of Her Bank, about the journey of launching a niche brand, including:
- How Her Bank was born during the pandemic to meet the unmet needs of women who lacked strong banking relationships and faced financial uncertainty.
- Why authentic conversations — not just data — are key to understanding customer pain points and building trust across diverse demographics.
- The importance of leadership support in empowering small teams to innovate and create lasting impact.
- How branding goes beyond logos and colors to become a legacy tool for connection, community and differentiation.
- Why success is measured not just in growth, but in integrity, intention and the ability to improve lives.
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