GECU, a community-focused credit union, has served families in Texas and New Mexico since 1932. As one of the region’s largest and most innovative credit unions, GECU has over 430,000 members, 30 branches, and $4.4 billion in assets.

As a longstanding partner of DBSI, GECU aimed to create a branch that embodied GECU’s vision for future banking - innovative, member-focused, and digitally forward. This compact, 2,200-square-foot branch was designed as a self-service financial hub, pushing boundaries by emphasizing digital banking solutions while maintaining a warm, welcoming environment that efficiently catered to the diverse needs of its clients.

Designing the Prototype of Tomorrow

To enhance member engagement and education, the branch design strategy centered around integrating cutting-edge technology, including interactive kiosks, stretch screens, conversation towers, drive-thru ITMs, and dynamic digital signage. Rotating digital screens were strategically incorporated inside and outside the branch to provide GECU with a 24/7 promotional presence.

“DBSI has been vital partner as we adjust and create key strategies to remain competitive and top of mind in the El Paso market.”

- Jacque Valdez, SR. Vice President of Operations & Member Experience

GECU

GECU’s Neighborhood Branch℠ at Rojas and Eastlake fosters a personal and advisory-level relationship-driven banking experience with their members by introducing conversation towers, a departure from traditional teller lines. Furthermore, GECU’s drive-thru ITMs offered quick, convenient transactions, aligning with the credit union’s progressive brand ethos.

This transformation far exceeded GECU’s goals, with plans to replicate this successful branch model in their upcoming Las Cruces location. The integration of innovative digital solutions not only enhanced member experience but also set a new benchmark in retail banking design.

This branch prototype developed through DBSI’s 25+ years of expertise in transforming traditional banking spaces into dynamic, digital-first environments, has solidified GECU’s position as a regional leader by offering tailored, member-focused solutions in an evolving market.

Our DBSI team was honored to accept the 2024 CUNA Councils Diamond Award alongside the GECU team earlier this year for the Point of Sale Display and Retail Merchandising category.

“We’re incredibly honored to receive this recognition and to have worked closely with the amazing team at DBSI to make this award possible. Our members appreciate and admire the unique look and feel of the branch that makes their experience seamless and one-of-a-kind.”

- GECU

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- Next-Gen Transformation -

GECU’s Neighborhood branch℠

at Rojas and Eastlake

Digital Mastery: Executing an Award-Winning Strategy

Designing the Prototype of Tomorrow

- Jacque Valdez, SR. Vice President of Operations & Member Experience

GECU

2024 CUNA Diamond Award Winner

Creating a member-first experience

“We’re incredibly honored to receive this recognition and to have worked closely with the amazing team at DBSI to make this award possible. Our members appreciate and admire the unique look and feel of the branch that makes their experience seamless and one-of-a-kind.”

- GECU

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