NORTH AMERICA some great community involvement pieces where we take a truly philanthropic approach , when it comes to giving back to our community . Obviously , that ’ s a responsibility of a community bank , but we really like to show in big ways how we can make those differences to people ’ s lives in the communities we serve . I want to have genuine , authentic relationships and be able to serve customers with value-add services that are not expected or typically delivered by a bank . Part of what we ’ re doing internally is the initiative I call ‘ being philanthropic ’. Instead of adding five more banking locations in a specific community , we might partner with a handful of other community leaders to help build something that the communities can actually use . We ’ d rather do that than have a lavish facility ; it just isn ’ t that important to us . We ’ d rather give back to our communities .”
Choice has recently reinvigorated an initiative to get children interested in personal finance and savings called Adventure Club , which incentivizes kids to save . “ If you empower your children to make their own decisions , they might actually impress you with what they 377
EXECUTIVE PROFILE
Tim Heilman Tim Heilman joined Choice Financial in 2004 where he started as a single IT department . Through the years , Tim ’ s role has expanded into executive leadership and currently serves as EVP , Chief Brand and Innovation Officer . Tim ’ s leadership has guided Choice to be a leading edge innovator in community banking technologies , and an early adopter of IP technology and online account opening . He has successfully guided Choice through multiple software and system conversions and several other organizational initiatives . Tim believes in the concept of high tech and high touch , and above all else the importance of great culture and great service .
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