Founded in 1951 by firefighters for firefighters, SF Fire Credit Union has grown from its humble beginnings into a thriving financial institution with over $1.8 billion in assets and serving more than 77,000 members.

As a not-for-profit cooperative owned by its members, SF Fire Credit Union prioritizes the financial well-being of its community through member-first service, community engagement, and innovation. These core values drive the credit union to adapt to the evolving needs of its diverse membership, especially in today’s rapidly changing digital landscape.

Staying Ahead of Emerging Industry Trends

Following an extensive discovery process, DBSI’s in-house transformation experts partnered with SF Fire Credit Union to strategize a next-generation service model for their 3,112-square-foot Stonestown branch.

By integrating cutting-edge technologies, digital signage solutions, and training frontline staff to adopt the Universal Associate Model, our DBSI team implemented a comprehensive transformation plan. This holistic strategy and execution have strengthened SF Fire’s identity as a community-focused credit union that is positioned at the forefront of member service excellence.

Universal Associate Model

Through DBSI’s immersive Delivery Defined Program, staff perfected effective communication techniques and role-playing tactics. This training empowers them to provide hip-to-hip service, breaking free from traditional barriers like glass constraints and teller towers.

Service Spots

Say goodbye to teller lines! This branch features three Service Spots, semi-private workstations where Universal Associates can handle both simple and complex transactions.

LED Video Wall

Spanning 10’ x 2’ in size, this engaging digital signage serves as a prominent billboard for the SF Fire Credit Union brand, strategically placed at the center of the branch.

Comfort Zone

A café-style interior invites members into a welcoming space where they can enjoy a warm coffee or a refreshing beverage while waiting to meet with a Member Advocate or specialist.

Cash Automation

Equipped with three teller cash recyclers, this branch maximizes transaction speeds, streamlining operations and enhancing efficiency.

Acoustic Solutions

With minimal carpet in this space, baffles were designed above the Service Spots to provide additional privacy, reduce noise, and hide overhead light fixtures.

Branded Moss Art

To add a pop of color and nature to the branch, this branded moss sign presents members with a fun photo op while also minimizing noise.

Universal Associate Model

Service Spots

Say goodbye to teller lines! This branch features three Service Spots, semi-private workstations where Universal Associates can handle both simple and complex transactions.

LED Video Wall

Spanning 10’ x 2’ in size, this engaging digital signage serves as a prominent billboard for the SF Fire Credit Union brand, strategically placed at the center of the branch.

Comfort Zone

A café-style interior invites members into a welcoming space where they can enjoy a warm coffee or a refreshing beverage while waiting to meet with a Member Advocate or specialist.

Cash Automation

Equipped with three teller cash recyclers, this branch maximizes transaction speeds, streamlining operations and enhancing efficiency.

Acoustic Solutions

With minimal carpet in this space, baffles were designed above the Service Spots to provide additional privacy, reduce noise, and hide overhead light fixtures.

Branded Moss Art

To add a pop of color and nature to the branch, this branded moss sign presents members with a fun photo op while also minimizing noise.

The transformation of SF Fire Credit Union’s Stonestown branch showcases the institution’s commitment to adapting to the evolving needs of its members. By embracing a modern, technology-driven approach to banking, SF Fire Credit Union has created a welcoming and efficient environment that caters to the preferences of younger generations while maintaining the personalized, advisory-level service that all members value.

This innovative branch design sets a new standard for the future of banking, ensuring that SF Fire Credit Union remains at the forefront of the industry as it continues to grow and serve its community.