We speak to CIO Tim Heilman at Choice Financial regarding its recent technological innovations that place people front and center

T here is a certain tale that typifies Choice Bank , according to its Chief Brand and Innovation Officer , Tim Heilman . “ We had a customer call one of our locations , simply needing to run to the bank to do a deposit ; I believe the account was overdrawn ,” Heilman explains . “ However , this customer had run out of gas on his way to the bank and so he was simply calling the bank to say : ‘ You ’ re not going to believe this but I am on my way to see you , and now my car ’ s out of gas .’ I think the typical response from a bank would be something like , ‘ Oh , we apologize , that ’ s too bad . Just run that check in whenever you can .’ However , the employee said , ‘ Where are you at ? I will be right there .’ The employee went straight to the customer , took receipt of his check , and actually delivered some gas to get his car started , so he could go about his day . People first , banking second ,” he summarizes .