The Growth Mandate
This episode is for community and regional bank leaders who need deposits and a digital channel that actually converts. Jen Armstrong, founder and CEO of XpertSavers, helps $3 to 15 billion dollar banks decide when to launch a digital brand versus a digital branch, orchestrate vendors, and measure progress in weeks, not quarters. She led the CIT Direct Bank build that launched in nine months and scaled to $15 billion in deposits, so the playbook is practical. We start with the mandate. If you need core deposits, start by modernizing the front door and the first mile. A contemporary website with clear calls to action, short pages, ADA compliance, and mobile polish sets the tone. Then replace legacy account-opening with a three to four minute flow that verifies behind the scenes instead of interrogating customers. Conversion is the lever. Product mix matters. Lead with a clean set of fixed income offers. Twelve-month CDs and a competitive savings rate do the heavy lifting. You do not have to be the highest rate in market to win, especially with renewals and rollover behavior. Be in the top three or four, then let the rest of the catalog sit mid-pack. Jen explains why consumer deposits are the stabilizer for commercial banks that rely on large operating balances. She also shows where smaller banks get burned: opaque websites, no CTAs, outdated nomenclature, and long applications that were repurposed from loan workflows. These kill conversion and leave regulators unconvinced that the process is controlled. On operating model, we walk through discovery, weekly scorecards, and who to hire. Fraud managers come first. Most teams do not need a headcount surge if they instrument the funnel and keep the call center right-sized for hours and time zones. We close on execution proof points. One bank moved online account opening from near zero to meaningful share once the site and app were rebuilt. Another reframed the “internet bank” as the highest-performing branch. The ROI is faster than a physical branch and avoids long leases. Who should listen: CEOs, CFOs, and heads of consumer, deposits, marketing, or digital at community and regional banks that need stable, low cost funding and a site that passes the sniff test. Key moments 00:00 Who Jen serves and why now. 04:39 CIT Direct Bank. Launch to $15B. 12:32 Two upgrades that change conversion. Site and app. 16:58 Real-time open. What sells now. 20:51 Discovery and end-to-end CX. 32:35 Platform sprawl to a usable stack. 55:02 Treat the internet like your best branch. Links • XpertSavers → https://xpertsavers.com/?utm_source=youtube_growthmandatepodcast&utm_medium=description&utm_campaign=ep4 [https://xpertsavers.com/?utm_source=youtube_growthmandatepodcast&utm_medium=description&utm_campaign=ep4] • Connect with Jen Armstrong → https://www.linkedin.com/in/jenniferarmstrong18/ [https://www.linkedin.com/in/jenniferarmstrong18/] • Host: Brad Pitts → https://www.linkedin.com/in/bradleypitts/ [https://www.linkedin.com/in/bradleypitts/] If this helped, follow and share with a peer who owns deposits, digital, or CX. Inquiries: podcast@theoakengroup.co [podcast@theoakengroup.co]
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