Archive for month: September, 2023

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Executive Letter: Inspiring a Generation of Future Bankers

By Rose Oswald Poels

For many of us, the beginning of autumn marks back to school. While hundreds of bankers across the state prepare for new professional development opportunities, many of our future colleagues and leaders are as well.

As bankers are well aware, a shrinking talent pool threatens the long-term viability and competitiveness of our industry. Led by Chair Donna Hoppenjan, the Wisconsin Bankers Association (WBA) is encouraging the membership to consider the ways in which we each can engage — or “inspire” — the next generation to consider a career in banking. It is vital that bankers today are proactive in ensuring our industry’s future success by connecting with students and demonstrating the opportunities available to them.

With talent recruitment at the top of mind for many banks, the Association will once again be hosting several “career night” presentations in the coming months. With the goal of closing the gap between students and banking professionals, these upcoming events are open to students interested in learning more about the industry, what careers are available to them, and why the banking industry might be a good fit for them. Starting this fall, and throughout the academic school year, career nights will take place at Marquette University, UW–Eau Claire, UW–Green Bay, UW–La Crosse, UW–Madison, and UW–Whitewater, with the possibility of more locations being added.

If you, or someone from your bank, are interested in partnering with the Association to serve as a panelist at one of these upcoming events, please contact our team.

In addition to directly connecting with students during a career fair or panel presentation, bankers are also encouraged to share opportunities to further students’ experiences and engagement with the banking industry. Internships are a great example of this, and WBA members may post internship job ads at no cost in our Banker’s Marketplace.

Additionally, sharing the Wisconsin Bankers Foundation’s (WBF) fourth annual Agricultural Banking Scholarship opportunity widely among your networks is an easy way to invest in the students who are interested in a banking career and driving our agricultural sector. The application period is open through November 15, 2023, for students currently enrolled at an accredited Wisconsin college, university, or technical college who are pursuing a career related to agribusiness. Two scholarships of $1,500 each are available.

Like our members, WBA is dedicated to ensuring a bright future for the industry. With your help, we can demonstrate the diverse and rewarding career paths available within the banking sector, foster relationships with students eager to explore these opportunities, and provide the necessary support for them to thrive in our industry.

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Serving Amish and Mennonite Communities in Rural Wisconsin

Map created by Mark L. Louden

By Cassandra Krause

The Amish may not be the first group to come to mind when thinking about the fastest growing populations in the United States (and even the world), however these communities — whose populations double about every 20 years — play an important role in rural America, especially in Wisconsin. The Amish trace their heritage on this continent back about 300 years, when a small group of settlers immigrated to colonial Pennsylvania. According to the Max Kade Institute for German American Studies, today, there are approximately 350,000–400,000 Amish in North America (none remain in Europe), with more than 21,000 calling rural Wisconsin home. Wisconsin has the fourth-largest Amish population among 32 U.S. states and four Canadian provinces. Wisconsin also has a population of approximately 5,000 Old Order Mennonites as well as smaller numbers of other Mennonite groups and Old German Baptist Brethren. These groups are collectively described as Plain people, referring to their plain style of dress. Plain communities add to Wisconsin’s diversity and are familiar faces at many community banks.

Who Are the Amish and Mennonites?

Dr. Mark Louden, professor of German linguistics at UW–Madison and director of the Max Kade Institute, is a leading expert on the language and culture of Amish and Mennonites. He explains that Amish and Mennonites are Anabaptist Christians who practice believer’s baptism (babies are not baptized; rather, members formally join the church as teens/young adults) and are nonresistant, meaning that they do not engage in violence, including serving in the military. Old Order Mennonites and Amish wear modest, traditional clothing as an outward expression of humility. Women wear simple dresses and a veil, also called a prayer covering or kapp, over their hair. A larger bonnet is something that may be worn over the veil. Men wear solid-colored shirts and suits with wide-brimmed hats. The degree to which Plain people limit the use of technology depends on the group — as is the case in mainstream American culture in which some people may, for example, limit screen time or opt for a paper calendar rather than a digital one. Most Amish groups do not have electricity in their homes and do not own or operate motorized vehicles.

Farming and Beyond: Economic Activity

Plain people are active in a number of areas of the economy. The percentage of Amish families that depend on agriculture as their main source of income is only around 10–15% nationally, however, Amish and Old Order Mennonites live in rural areas and typically have large gardens. Businesses commonly owned by Plain people include carpentry — especially in Wisconsin where lumber is abundant — construction, and retail stores selling quilts, crafting supplies, bulk food, and baked goods. Outside of Wisconsin, some Amish are employed by non-Plain-owned businesses such as factories.

Finances in Amish and Mennonite Communities

Amish and Mennonite communities practice mutual aid, which sometimes involves assisting each other financially. Amish do not purchase commercial insurance or accept government assistance, so when there is a special need, the community steps in to help. They also do not typically take out loans other than mortgages for property, especially farms. Business loans are very uncommon, as the types of businesses Amish run are generally relatively small and do not require large amounts of capital to start up or grow. Amish farmers also do not use the types of equipment that other farmers may borrow larger sums for. Louden notes that “Amish and Mennonites are known for being extremely good customers. . . bad debt is hardly a concept.” He adds that if, in a rare instance, somebody were unable to pay their mortgage, the community would likely step in to, “not necessarily give them a lot of fish, but teach them to fish,” in order to help them with their money management and get them back on their feet. Louden emphasizes that financial responsibility is important in Amish and Mennonite culture.

Louden said that a misunderstanding persists that the Amish do not pay taxes, when they do, in fact, pay income and property taxes. The only exception has to do with Social Security and Medicare taxes. Members of Amish, Old Order Mennonite, and other churches who decline any form of government assistance may apply for an exemption from Social Security and Medicare withholding by filing IRS Form 4029.

Tips for Best Serving Amish and Mennonite Customers

“Small scale and face to face is preferred” when it comes to banking Amish and Mennonite customers, Louden explains. “Folks who work in banks in small communities in proximity to Amish and traditional Mennonites get to know their Amish and Mennonite customers well and see them a lot because they’re coming in there. . . they’re even using the drive through windows with their horse and buggy.” He said that there aren’t really special accommodations bankers need to make for their Amish and Mennonite customers; just treat them in the same friendly manner they do for any other customer. Amish and Old Order Mennonites are fully bilingual in Pennsylvania Dutch and English, so translation is not needed.

Having a hitching rack available for parking is considered a best practice for banks and other businesses (e.g. Walmart, Costco, etc.) that serve Amish customers. A 2021 Banking Dive article highlights how a community bank in Lancaster County, Pennsylvania (home to one of the largest Amish populations), took an even more creative approach. The Bank of Bird-in-Hand debuted their first “gelt bus,” which translates from Pennsylvania Dutch to “money bus,” for mobile banking in 2018. They now offer a fleet of bank branches on wheels to visit their Amish customers.

Amish and Mennonites tend to use checks most frequently and will balance their checkbooks by hand. They will use debit cards, and many will use credit cards; paper statements in the mail are usually preferred.

Photo identification may be a topic banks need to navigate, as many Amish do not like to have their photo taken due to religious belief. “Banks are required by law to establish a reasonable belief as to the true identity of their customers,” notes Scott Birrenkott, WBA director – legal. “Fortunately, the law does give some flexibility. In that regard, a bank working with Amish customers should consider how their policy is tailored given the unique lifestyle of the Amish.”

Sheila Kast, BSA Officer, AVP at Horicon Bank, explains that their bank’s Amish customers do have Social Security numbers and cards. For their Amish customers in the Kingston area, their deposit and loan operations team will verify the customer’s name in the Kingston Amish Directory. For verification of identification, Horicon Bank requires at least two of the following documents:

  • Social Security Card (required)
  • Property Tax Bill
  • Tax Document/Tax Return
  • Marriage Certificate
  • Birth Certificate
  • Fishing/Hunting License

On the lending side, banks may find that mortgages for Amish customers necessitate unique procedures since they do not have electricity or carry insurance. A lender may find difficulty working with investors if the borrower is unwilling to obtain homeowners insurance, requiring a tailored risk management approach. Birrenkott explains that some banks may have policies tailored to working with Amish borrowers. For example, Horicon Bank has indicated that policies from the Amish Aid (a non-profit alternative to commercial insurance) are accepted for insurance. The issue of flood insurance may offer less flexibility, however, because if the property is in a flood zone, Federal law requires flood insurance with no exception due to religious belief.

A Look Ahead at Wisconsin’s Rural Communities

As Wisconsin experiences shifting demographic and migration trends — particularly outmigration from rural areas as younger people flock to urban and suburban areas — it is important to recognize the role of the growing populations of Plain people in rural communities. Amish, for example, have on average six to seven kids per family, approximately 85–95% of
whom formally join the church as young adults, depending on the group. This is notable, as national trends show younger Americans identifying less and less with formal religion. Data from the Pew Research Center in 2015 showed the highest retention rates for Millennials were among Jews (70%) and those raised unaffiliated with a religion (67%), followed by those raised in the evangelical Protestant (61%), historically black Protestant (60%), Catholic (50%), and mainline Protestant (37%) traditions.

Plain people are woven into the fabric of their rural communities. As such, they play an integral part in the past, present, and future vitality of Wisconsin.

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Strategic Connections: Tapping into the Power of AI for Bank Marketing

By Lauren Moran

If you are like me, you often consider technology a blessing and a curse. However, when it comes to a small marketing team with an endless to-do list, some recent advancements in technology are welcome conveniences. With staff shortages and conservative budgets becoming more common, artificial intelligence (AI) is allowing marketers to do more with less.

AI: The Game Changer

While the vast capability of AI has yet to be fully uncovered, a variety of industries have benefitted from AI’s automation and agility — especially marketing. Although many banks are approaching AI with caution from a risk perspective, I’d like to share a few AI-driven tools that can help lighten the load of a busy bank marketer. Please be sure to connect with your IT, compliance, and/or risk management teams before diving into any AI platforms.

  • Copywriting

Writer’s block is no longer a threat. Tools like ChatGPT or Bard can help create content or copy for blogs, email campaigns, webpages, social media posts, or even radio ads by simply writing one line of text explaining what you are looking for.

  • Design

Illustrator or Photoshop aren’t your strong suits? No problem. Canva has taken what used to be a tedious creative process and has made it quick and easy with boatloads of design templates, pre-sized canvases, and instant background removers. More recent features like “magic design” allow users to insert a photo and have a multitude of custom templates created within seconds. The “text to image” feature lets users type a description of an image and the AI will generate suggested images instantaneously. Both of these tools have proven to be extremely useful, especially for social media content.

  • Video

My skills as a videographer are limited to filming my kid’s tee ball game, so I need all the help I can get. Have an idea in your head but don’t have the time or film crew to make it a reality? Platforms like Runway can help bring your ideas to life with text-to-video AI-generation. Runway allows users to type in a description of the video footage they’d like to see, and the program generates it on the spot. Other platforms like Fliki can help marketers create a narrated and captioned how-to video that’s ready for the bank’s website or social media in minutes.

  • Headshots

In community banking, our people are our greatest asset. However, it can be tough to keep up with current staff headshots to use in marketing materials. AI apps like Fotor can help. With submission of some current casual photos of your staff members, Fotor can spit out 40 or more professional headshots at a cost that’s likely less than a professional photographer’s studio fee.

  • Presentations

Need an eye-catching presentation in a flash? Platforms like Tome can help build presentations with a simple description of your subject matter.

AI technology is moving even faster than the community banks who stay on the bleeding edge of new technologies. While it can be hard to keep up, AI can provide bank marketers with the tools to be more efficient and effective in their positions. Who knows, one of the platforms mentioned above could be a game changer in your daily work life.

Moran is marketing director at Wolf River Community Bank, Greenville, and vice chair of the 2023–2024 WBA Marketing Committee.

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From the Fields: Leading to Prosperity

By Nicholas Felder

I’ve been reading Capitalism in America (2018) by former Federal Reserve Chairman Alan Greenspan and Adrian Wooldridge and it actually surprised me about the size and scope of many of the economic growths our young country has had. It’s a good read if you have the time (nearly 600 pages), but long story short, nearly all of the periods of economic prosperity in the U.S. have been driven by businesses leaders looking to change their industries by taking a new or good idea and making it better. This initially causes chaos, but generally results in a rebirth of prosperity. All of these periods were generally led by a single person or a host of individuals whose expertise and knowledge were relied upon to lead the charge.

Opportunities that I’ve been asked to review over the last 12 months include vertical integrations, horizontal acquisitions, repair versus replace, and R&D to either create new business lines or add value to existing ones; creative destruction in its finest. Requests for liquidity have been minimal due to the profitability of most operations and the governmental assistance of others. These opportunities came from some of the most unlikely operators: some with little experience in the new ventures and some attempting to pivot back into old business lines to adjust to the new post-COVID economy. My job, like all of yours, isn’t to tell people if the opportunity will succeed or fail, but to be an advisor and assessor of risk and how that risk might be mitigated by our customer or prospect.

SBA, USDA, FSA loan and guaranty programs are all time-tested vehicles for reducing repayment risk. Energy efficiency grants through energy providers or the USDA’s REAP grant can be a ton of paperwork that may need professional grant writers or facility auditors to complete but may provide significant equity capital that may reduce collateral risk and reduce debt service requirements. Guarantors, individually or corporate, may reduce the performance risk through guarantee of payment or addition of collateral. But how many of us in our peer group adequately assess the operational or human risk? I know that I sometimes glaze over the need to ask: “Who’s the next person up if you can’t perform your duties tomorrow?” or “When you look to cash out and retire in 3–5 years, do you have an identified buyer or plan?” We assume the president or CEO will be there for the long haul.

Within that same 12 months, I’ve had a business owner be diagnosed with brain cancer; I’ve had a farmer look to encourage a more owner-like mentality by bringing a non-familial key employee into ownership through a stock bonus/gift (where there’s limited next-generation prospects); I’ve had a grain farmer look to add efficiencies and add value to the product he sells through expansion during the current near-recessionary period. All these high-level business owners exhibit an “executive mindset no matter the size of the operation” which is a key success factor of Dr. David Kohl of Virginia Tech. All of these owners are in the trenches every day turning wrenches, driving equipment, handling materials, handling the HR duties, and purchasing raw materials. However, they take time to step back to assess the long-term consequences of decisions that are or will be made on the long-term viability of the business. When they call to discuss an idea, it is often the 100th iteration they’ve assessed and the likelihood of success is very high (which makes my job a little easier).

Recessionary periods weed out the weakly capitalized, those with lean cashflow, and those who don’t take those steps back to see the whole picture before making those trajectory-altering decisions. The word “recession” seems to have only negative connotations within the general public, but so does “spring cleaning” in my own home. Both are a means of reset, renewal, and setting the stage for an anticipated revival. In banking, recessions often tighten credit standards and the need to dot all the I’s and cross all the T’s that often get glazed over during times of good fortune — including the assessment of human capital in business. I’m unsure that the current soft landing will establish these resets, but I encourage all the bankers in the industry to do a little spring cleaning of your processes and procedures and ask a few more hard or maybe uncomfortable questions to ourselves and our customers with the premise of better service and being a stronger advisor.

Have a great fall season!

Felder is vice president – commercial and agricultural banking at MidWestOne Bank in Lancaster. Felder also serves on the 2023–2024 WBA Agricultural Bankers Section Board of Directors.

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September 2023 Compliance Journal

As autumn arrives, so too does the September 2023 WBA Compliance Journal. In this edition, WBA Legal answers the frequently asked question of who signs a real estate mortgage and how to complete the WBA 428 Real Estate Mortgage. Within the “Regulatory Spotlight” section, bankers can review summaries of rules and notices recently published by various federal agencies. See the “Compliance Notes” section for important compliance-related updates, including a FinCEN alert regarding a new virtual currency investment scam, a reminder of a new resource meant to help banks handle check fraud claims more efficiently, and another update to FDIC’s Equal Housing Lender Poster.

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Association Update: New Benefit Available to WBA-Member Banks

Delta Dental adds CheckUp Plus™

By Daryll Lund

Annually, the Wisconsin Bankers Association Employee Benefits Corporation, Inc. (WBA EBC) provides thousands of bankers across Wisconsin with access to high-quality health benefits. Ranging from dental insurance, medical insurance, prescription drug plans, and vision to life and disability insurance, WBA EBC is committed to ensuring that WBA-member banks are able to provide their teams with the best options for them. Through WBA EBC, bankers throughout Wisconsin are provided with flexible plans, purchasing power usually only offered to larger groups, and access to an online insurance portal.

Starting on January 1, 2024, WBA EBC is excited to share that all dental insurance participants will gain access to Delta Dental’s new CheckUp Plus™ program at no extra cost.

CheckUp Plus™ allows enrollees to get diagnostic and preventive dental services without applying the cost to the individual’s annual maximum. By emphasizing preventative care, individuals will keep their annual maximum for the things they need. In the long-term, CheckUp Plus™ will help reduce the need for more expensive services and save benefit participants more money.

Although there will be no rate adjustments in 2024, dental insurance holders will retain access to enhanced benefits such as an annual maximum and orthodontist maximum of $2,000 each and preferred pricing options that could save up to 30% off standard pricing. These plans are exclusive to WBA-member banks participating in WBA EBC’s dental insurance program.

Interested in learning more about CheckUp Plus™, or what benefits WBA EBC’s assortment of health options could offer your team? Contact Brian Siegenthaler at 608-441-1211 or bsiegenthaler@wisbank.com to ensure your employees are receiving the best plans for the best price.

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Take Action: Federal Interchange Legislation

By WBA President and CEO Rose Oswald Poels

There is a significant effort underway from the large retailers, merchants, convenience stores, and others to get the Credit Card Competition Act (CCCA) included as an amendment to any other legislation that is moving between now and the end of the calendar year. The banking industry needs to remain diligent and active in voicing our repeated opposition to any inclusion of this language in any other legislation.

Please contact your member of Congress, most importantly our two U.S. Senators, today expressing your strong opposition to any inclusion of the Credit Card Competition Act in other legislation. As Congress debates the “mini-bus” appropriations bill, that is one potential opportunity for this language to be included since this legislation will be acted upon. There will be other similar pieces of legislation that need to move before year-end so we could ask for your grassroots advocacy again as the year progresses.

An easy way to send a message is through both the ABA and ICBA websites. As they have stated in their e-publications, bankers are encouraged to voice strong opposition to renewed efforts by Sen. Roger Marshall (R-Kan.) to force Senate consideration of legislation to advance credit card routing restrictions.

Since our focus right now is on the Senate, you may also send a message through the contact pages on each Senator’s respective websites at the following links:

The substance of your message could include the following text:

“As a Wisconsin banker, I am writing to express my strong opposition to any inclusion of the Credit Card Competition Act (CCCA) in any other legislation including the “mini-bus” appropriations package currently being considered in the Senate. This legislation is anti-consumer and anti-competitive. The CCCA will raise costs on consumers, imperil payment system security, reduce access to important card benefits, and harm financial institutions. This bill is not about making the payment system more competitive, but rather an attempt by the largest retailers, merchants, convenience stores, and others to obtain a subsidy for themselves at the expense of smaller competitors and consumers. These savings will not be passed on to consumers as is evident in the now decade-long experience we have with the Durbin Amendment. Costs have skyrocketed for consumers at these various merchants, while the Federal Reserve found that banks and credit unions with assets under $10 billion are now making do with 25% less per-transaction debit card interchange following the Durbin Amendment. This legislation would double down on the harm already caused by the Durbin Amendment. In fact, a recent GAO report found that the Durbin Amendment was “among the top five laws and regulations most cited… as having significantly affected the cost and availability of basic banking services.”

A credit card transaction is an extension of the bank’s own funds to its customer. Therefore, it’s critical that banks be allowed to carefully and deliberately select the network over which their own funds flow to the merchant. On behalf of my bank and our customers, I ask that you commit to actively opposing any inclusion of the Marshall-Durbin-Gooden-Welch Credit Card Competition Act bill in any other legislation.“

Thank you for taking time to advocate on this critically important issue for the banking industry!

Take Action Through ABA Take Action Through ICBA
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Congratulations to the August 2023 BankWork$ Graduates!

Seated, pictured (left to right) are: JaQuiondia Banks; Adriene Wright, BankWork$ instructor; Rose Oswald Poels, WBA president and CEO. Standing, pictured (left to right) are: Canaan Henry, Isha Underwood, Clarence Williams, Zantaisha Miller, Sharifah Warren, TeRina McKinzy, and Jovo Potkonjak, BankWork$ program manager.

The August BankWork$ class has now graduated! The Wisconsin Bankers Association (WBA) is proud to partner with Employ Milwaukee to bring this nationwide program to Wisconsin. BankWork$ is a free, eight-week training program to prepare participants in primarily underserved neighborhoods for retail banking careers.

This graduating class of seven included JaQuiondia Banks, Canaan Henry, TeRina McKinzy, Zantaisha Miller, Isha Underwood, Sharifah Warren, and Clarence Williams. WBA’s Rose Oswald Poels attended the ceremony and congratulated the graduates on their achievement.

Over the eight weeks, these students learned the hard and soft skills necessary for entry-level retail and operations positions. The program began in 2019 and has so far provided more than over 100 graduates in the Milwaukee area the opportunity to begin a career in banking.

Thank you to the following banks for sponsoring this program:

  • Associated Bank, Green Bay
  • Bank Five Nine, Oconomowoc
  • BMO Harris
  • First Federal Bank of Wisconsin, Waukesha
  • Johnson Financial Group, Milwaukee
  • Old National Bank
  • Spring Bank, Brookfield
  • The Equitable Bank, Wauwatosa
  • Town Bank, N.A., Hartland
  • WaterStone Bank, Milwaukee
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Executive Letter: Help Shape the Banking Landscape

By Rose Oswald Poels

As the banking industry continues to experience a wave of transformation, it is vital that bankers continue to make their voices heard on matters impacting their communities and their livelihoods. Just this summer, several of the Wisconsin Bankers Association’s (WBA) longtime advocacy initiatives, including tax parity relief and personal property tax repeal, were achieved with the signing of 2023 Wisconsin Acts 19 and 21. Of course, without the support of bankers statewide, the Association’s mission to advocate for our industry would be far less successful.

In addition to the various opportunities offered to WBA’s membership to facilitate conversations and advocate for the industry, fundraising is one of the most important ways in which each of us can leave a lasting impact that meaningfully helps the industry. This year, WBA is striving to raise at least $300,000 in political contributions across our two primary political accounts: Wisbankpac and the Alliance of Bankers Conduit (ABW).

Through the Association’s political action funds, individuals have the ability to pool their personal contributions with that from other bankers for even greater impact and visibility for the industry. As I have long stated, WBA firmly believes in “B for Banker.” So, rather than supporting one side of the aisle or another, our Association supports the elected officials who support our industry.

With so much at stake, and the 2024 elections right around the corner, supporting the well-being and success of the banking industry is not a task we can accomplish alone. Each year, I personally contribute between $4,000 and $5,000 to WBA’s political accounts. I encourage the entirety of the WBA membership to help make a difference. Even small-dollar donations go a long way! WBA staff are also available to give a presentation on our advocacy initiatives virtually or in-person to your staff and/or board of directors. These informative updates help illustrate the legislative environment we work in and detail our priority issues in a length of time that works best for your meeting.

So far, WBA has raised over 60% of our $300,000 goal, and with over three months until the end of the 2023 calendar year, we are on our way to meeting our monumental goal for the first time in five years! Help us invest in the future prosperity of Wisconsin’s banking industry by joining the Silver Triangle Club, the Leadership Circle, or the Hall of Fame. Banks should also strive to achieve Gold Triangle Club recognition.

Thank you to those who have already contributed so far this year to help WBA reach its political goals for our industry. Without your support, WBA is not as effective as we need to be to achieve our priorities. To learn more about WBA’s advocacy efforts and to contribute to one or both of our political accounts, please visit wisbank.com/advocacy. If you would like to schedule an advocacy presentation for your bank, please contact a member of our Government Relations team.

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Introducing FLEX: Retail and Marketing Summit

The newly rebranded event kicks off on November 15

In 2013, the Wisconsin Bankers Association (WBA) brought together retail, sales, marketing, and financial literacy bankers in Wisconsin for its first annual LEAD360 Conference. The event — which focused specifically on education, networking, and idea sharing — has provided thousands of bankers with the opportunity to connect with their peers, learn from industry experts, and return to office with action items. As the event approaches its tenth year, and the banking industry continues to undergo significant development, LEAD360 has now been rebranded as the FLEX: Retail and Marketing Summit.

“In today’s fast paced retail and marketing world, it is only appropriate that the Association continues to provide resources and highlight the efforts of bankers who work diligently to assist their bank in remaining up-to-date and relevant,” stated Miranda Gustafson, WBA assistant director – education. “Although the name has changed, the Summit continues to connect attendees with opportunities to expand their networks, exchange ideas, and deepen their understanding of various industry trends and innovations.”

A familiar face at many WBA events, Lisa Lyon will be attending her eighth FLEX Summit in 2023. Having served in various retail and marketing-support positions since beginning her tenure at Pillar Bank, Baldwin in 2013, Lyon finds significant value in the connections she has had the opportunity to foster and new ideas she has been able to introduce to the bank.

“Every year, WBA’s FLEX Summit provides several general sessions focused on particular, big ideas related to retail and marketing,” highlights Lyon. “These sessions are often complemented by additional round table discussions and peer networking sessions in which attendees have an opportunity to discuss various topics in greater detail, or dive into other ideas. To me, this is the most valuable aspect of the annual event, and why I — and many of my colleagues — return year after year.”

Gustafson notes that attendees can expect over eight hours of presentations — including general and breakout sessions — as well as ample time to network with exhibitors and bankers from across the state during the two-day event. The Summit will kick off in Wisconsin Dells on the morning of November 15 and adjourn at noon the following day.

In addition to attending the annual event, Lyon — who now serves as vice president – treasury management director — is actively involved with the WBF Financial Literacy Advisory Board. The Advisory Board, representing bankers involved with promoting financial literacy and capability throughout their communities, is charged with aiding WBA staff in the planning and organization of the financial literacy track during the Summit.

“Financial literacy often falls to a bank’s retail and marketing team, so tying financial education-focused components into an event like FLEX ensures that bankers who wear many hats are able to make the most out of their time away from their desks,” says Lyon.

Sales, marketing, and retail-focused bankers will also benefit from tracks planned in conjunction with the WBA Retail and Marketing Committees.

In addition to more than a day’s worth of sessions, the FLEX Summit will also feature two award ceremonies during a breakfast program on November 16. The first, which is presented by the Wisconsin Bankers Foundation, will recognize the efforts of bankers involved with financial education in Wisconsin communities from June 1, 2022 to May 31, 2023.

The second award ceremony — a new addition to FLEX in 2023 — will recognize one member bank that demonstrated an innovative marketing campaign between August 1, 2022 and July 31, 2023. Submissions for the inaugural WBA Marketing Award are now being accepted at wisbank.com/MarketingExcellence through Saturday, September 30.

Lyon underscores that FLEX is the perfect opportunity for bankers of all levels to get involved. “So much good comes out of events like FLEX. From broadening your knowledge to fostering connections statewide, new and experienced bankers are sure to leave motivated and inspired for the year ahead.”

Learn More and Register Now
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Madison, WI 53718

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