GECU: A Prototype of the Future

GECU has been rolling out their plans to expand their credit unions throughout the state of Texas. With a partnership spanning from 2008, DBSI was thrilled to help GECU with their newest branch, Eastlake and Rojas, located in East El Paso, Texas, near Horizon.  

GECU had a new vision in mind for this branch: to change the way their El Paso community banks. The branch size, only 2,200 square feet, was designed for the purpose of being a cashless financial institution and to “push members to the exterior,” shared DBSI’s Vice President of Design-Build, Corde Kurtz.

With innovation and the promotion of their products and services in mind, GECU took a strategic approach for the design of this new branch. In order to do so, they called upon DBSI to modernize their branch member experience through new digital signage, banking equipment, and design elements that bring a welcoming retail feel to the space.

“DBSI HAS BEEN A 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

A purpose-driven Design

With the rollout of this branch, GECU had the goal to provide their members with an inviting experience that was convenient, interactive, and pushing innovation forward in the industry.

The design elements featured were strategically placed throughout the space to engage anyone who walks through their doors. 

• Stretch Screens: GECU implemented these wide screens to advertise programs and services they offer, such as applying for a home loan.  
• Interactive Kiosks: Throughout the Eastlake and Rojas branch you can find numerous strategically placed interactive kiosks. These kiosks send a welcoming message upon members entering the branch and raise member engagement. Additionally, they allow for more appealing and eye-catching methods to promote products and services.  
• Tablets: The branch also includes tablets which make for a quicker and easier membership onboarding process and aids in educating branch members on available banking services.
• Dynamic Screens: In this branch, GECU included six dynamic screens! Together these screens showcase customized messaging and programs tailored to GECU, but also highlight events occurring amongst the local community. 
• Rotating Digital Screens: Another feature this branch contains is digital screens with the ability to rotate and be viewed within the branch as well as outside of the branch through windows. This flexibility allows GECU to “sell 24/7” and adds a unique feature to the branch, something their competition lacks. 
• Conversation Towers: The purpose of the conversation tower is in the name- to have conversations with credit union members and build relationships. These towers are open and not bordered by a teller line-allowing for a welcoming presence to the members. 
• Drive-thru ITM’s: These drive-thru ITM’s grant members quick transactions from the comfort and independence of their own vehicle.  
  
  

A cashless branch Experience

GECU continues to innovate and reach for the next big thing in the banking industry.  

The Eastlake Rojas branch is a brand new protype for the credit union. By decreasing their branch footprint size and implementing numerous digital banking software and devices, GECU has strategically found a solution to save money and equip their members with a banking experience that is quick and simple.  

GECU’s 15-year exposure to ITM’s, as well as other digital products, has contributed to the production of a friendly atmosphere within the Rojas branch, with staff ready to demonstrate and share their extensive knowledge of the industry’s latest banking technology and software.  

GECU’s efforts to advance and evolve their financial institutions continue to elevate them as leaders of their region. 

“This branch was designed for the purpose of being a cashless financial institution," said Corde Kurtz, DBSI's VP of Design Build. "We created a space that pushes members to the exterior by providing numerous quick and convenient banking options."

READY FOR THE BEST PART?

Well, you could say the results of this branch were exceptional in GECU’s eyes, as they plan to use the exact footprint of the Eastlake Rojas branch for their upcoming branch in Las Cruses, New Mexico.  

Not sure where to start on your own transformation? Visit our Ideation Center for a hands-on interactive experience with our experts to explore all the possibilities. The best part? It’s at no cost to you! Schedule your reservation today!