The DetailsLocation: El Paso, TX
Project Type: New-Build Branch Transformation
Timeline: 6 Months
Project Size: 15+ Branch Locations
The StoryThe $2.9-billion GECU and DBSI have a long partnership history, having worked
together since 2008. During this time, major project milestones include an HQ Master
Plan and a 22+ new brand build expansion strategy.
When GECU ran out space sooner than expected in their current HQ, they turned to
DBSI to plan for long-term growth with a 40,000 sqft HQ expansion and an 80,000
sqft operations center, to be phased out over 5 years.
GECU also had aggressive growth goals to rollout a Neighborhood Branch expansion
strategy that included building 20+ smaller footprint, high-tech branches with the
latest ITM self-service technology.
The ResultsThis long-term partnership has seen it all and through it, yielded big results.
Helping GECU deliver it’s Neighborhood Branch expansion strategy has boosted membership by more than 125,000+ people, and led to a 100% in-branch self-service adoption rate. As the first credit union in Texas to bring the NCR Interactive Teller Machine (ITM) to life in their branches, GECU relied on DBSI’s expertise to create a design and layout that incorporated this technology into an intuitive flow. This initiative has been so successful, GECU has now deployed 117 ITMs across their branches using this design.
Other branch concepts successfully rolled out include mixed-use/co-tenant branches, on-campus college and high-school branches, and smaller-footprint locations designed to get closer to members and allow GECU to do business in prime locations. In one year alone, DBSI delivered six new-build branches!
The HQ master plan and completed buildings have gotten rave reviews from staff, the Executive team, and the Board. The space has all the wish list items including accommodating for growth, increasing productivity, and conveying GECU’s brand promise.
“WHEN I LOOK AT OUR BRANCHES, I THINK IT’S THE MOST AMAZING AND UNIQUE PARTNERSHIP. DBSI AND GECU WORKED HARD TO MAKE THESE A REALITY AND THEY’RE ALREADY A HUGE SUCCESS. THIS IS A PROVEN BRANCH MODEL."
Crystal Long | President & CEO, GECU