Business Chief USA March 2019
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CHOICE FINANCIAL<br />
We speak to CIO Tim Heilman at<br />
Choice Financial regarding its<br />
recent technological innovations<br />
that place people front and center<br />
164<br />
T<br />
here is a certain tale that typifies<br />
Choice Bank, according to its <strong>Chief</strong><br />
Brand and Innovation Officer, Tim<br />
Heilman. “We had a customer call one of our<br />
locations, simply needing to run to the bank<br />
to do a deposit; I believe the account was<br />
overdrawn,” Heilman explains. “However, this<br />
customer had run out of gas on his way to the<br />
bank and so he was simply calling the bank<br />
to say: ‘You’re not going to believe this but<br />
I am on my way to see you, and now my car’s<br />
out of gas.’ I think the typical response from<br />
a bank would be something like, ‘Oh, we<br />
apologize, that’s too bad. Just run that check<br />
in whenever you can.’ However, the employee<br />
said, ‘Where are you at? I will be right there.’<br />
The employee went straight to the customer,<br />
took receipt of his check, and actually delivered<br />
some gas to get his car started, so he could<br />
go about his day. People first, banking second,”<br />
he summarizes.<br />
People First is an enduring mantra for the<br />
North American community bank. Headquartered<br />
in North Dakota, Choice is a financial<br />
MARCH <strong>2019</strong>
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