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Adrenaline’s CXO Featured in Financial Brand Article on ITM Innovation
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by CHELSEA HINKEL

MARKETING DIRECTOR

chinkel@adrenalineagency.com

In “Will ITMs Replace ATMs As the Main Self-Service Branch Technology?” Gina Bleedorn describes insights and best practices from Adrenaline’s recent ITM White Paper

Wednesday, August 25, 2022 – In the recent Financial Brand article, Adrenaline chief experience officer Gina Bleedorn was interviewed about self-directed solutions, and she provided her insights on this bridge between the digital and physical banking experiences consumers are demanding in our post-pandemic era. According to the Financial Brand: “Self-service banking spiked during COVID, when interactive teller machines with live two-way video fit the bill. Now bankers are wondering if ITMs are the must-have technology for the branch of the future.” 

In the article, Gina describes not only whether to use ITMs, but how banks can implement them. “Most of our clients are considering deploying them and many have deployed them, but everyone is trying to figure out how and what are the use cases, where to put them, how to staff them, and how to shift consumer expectations around them,” she says in an interview with The Financial Brand. In the article, Gina spotlights original data and fresh insights, along with financial institution best practices from Adrenaline’s most recent white paper

In the article, Gina describes not only whether to use ITMs, but how banks can implement them. “Most of our clients are considering deploying them and many have deployed them, but everyone is trying to figure out how and what are the use cases, where to put them, how to staff them, and how to shift consumer expectations around them,” she says in an interview with The Financial Brand. In the article, Gina spotlights original data and fresh insights, along with financial institution best practices from Adrenaline’s most recent white paper. 

In the article, the Financial Brand highlights the flexibility and function of ITMs, saying that the built-in video teller emulates the more traditional branch experience. “In fact, nearly all of the transactions (95%) that a bank teller can do, an ITM can do too, an Adrenaline report found.” But ITM debates are already happening. “You’ve got some people that are bank facility managers that are being forced to implement this new technology and not knowing what to do with them,” Gina says. “Or alternatively, you have some that are deploying them and loving them.” 

Some banks are using ITM as a cost-effective enhancement or replacement for branches. “Bleedorn says an ITM is generally one-eighth the price to build and deploy when compared to a full-function credit union or bank branch.” In these places, having a presence is what matters. “For a financial institution, perceived convenience is the number one driver of actual acquisition,” Gina says. “Point being – as a bank or credit union – if I can look like I’m in more places as efficiently as possible, I want to do that.” 

By having ITMs in locations where banks and credit unions might not be able to justify a full branch, customers can be attracted, engaged and served. The article says this strategy opens other opportunities for banks to build on their brand. “In fact, Bleedorn says it is all about creating really well-branded ITMs.” These can in an area where a bank did not have a presence or as a leave-behind where a full-service branch no longer makes sense. Gina says, “Those can be very cost-effective points of presence.”

For all of Gina’s insights, read the full article “Will ITMs Replace ATMs As the Main Self-Service Branch Technology?” in the Financial Brand. The Financial Brand is a digital publication focused on brand, marketing and strategy in financial services. Serving high-level leaders, the trade features ideas, insights and information for banks and credit unions building their brands and covers a range of critical issues facing financial institutions today, including technology, customer service and branch transformation.

For more information on ITMs and brand-to-branch strategies that unleash powerful growth or to speak with one of our banking experts, contact us at info@adrenalineagency.com. Be sure to also stay tuned in to Believe in Banking as it highlights industry information and insights for banking leaders and Adrenaline’s Perspective channel featuring banking and credit union strategies for success. 



Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.

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