BOUNTIFUL—There’s a new bank in town. But in addition to the usual full-service financial offerings, the Bank of American Fork’s business model is building deep roots within the community.
“We use local people to work here,” said Christopher Liechty, People’s Intermountain Bank vice president/marketing. “We build our branch around that. We’re involved with little league, Summerfest and do a lot with the high schools. We’re always looking for more opportunities to provide support to local things.”
The bank officially opened May 19 in its remodeled building at 95 E. 500 S. in Bountiful, but held a ribbon cutting last Thursday June 8. It is the bank’s second location in Davis County and 15th overall.
Liechty said the new branch has a wide spectrum of financial solutions to serve customers, business owners and the community but also has some unique offerings.
“We have the My Rate checking account that has high yield interest,” he said. “It is free and participants must qualify. We’re also a leader in age-friendly banking, which protects seniors from financial abuse. AARP has picked up our program.”
Almost everybody knows somebody who’s been taken advantage of, said Liechty. “They may need help paying bills and even family members can take advantage of that,” he said. “We put checks and balances in place. Customers can add someone to their account so they can help with it but also add someone to watch over it so there’s no abuse.”
Financial abuse of the elderly has emerged nationwide, he said. “The work we’ve been doing in conjunction with the state of Utah has gone national. We have someone who is trained in every branch so patrons have expert help. If you have someone watching over the account and add a helper to a small account it limits the amount taken if there is abuse.”
The branch has information for those 55 and older that might need assistance. “All choices are available,” said Liechty. “It’s open to anyone who needs help. They don’t have to be a customer to take advantage of that.”
Although the bank is equipped with state-of-the-art technology, the goal is to maintain that personal touch. “We have a high level of service and hire local people to minimize turnover so that customers get to know the staff,” said Liechty. “Our promise is ‘big city banking – small town service.’ We work very hard to deliver that. We’re expecting to be here for a long time. We’re very committed to this community.”