Independent Banker - December 2017 - 43

LeAnne Emert, executive vice
president-retail banking at the
$577 million-asset, 14-office bank.
" We want to start them young
and give them tools as they grow
into adulthood. "
It begins with the Yes Club, a bank
account for children between the
ages of 5 and 12. Children who open
the account are given a piggy bank, a
transaction register and a membership
card and are entered into a Saver
of the Month drawing with each
deposit. The winner gets $10 deposited
into her account and her photo in
the local paper.
" It used to be we were talking to
parents more, because they were
the ones who wanted to open the
account, " says Emert, who promotes
the program with personal appearances
by mascot Save More Squirrel.
" The shift became also focusing on
the child and having the conversation
with them. "
Teens are invited to move up to a
$mart $tart account, which comes
with a debit card with parental
controls. It also draws in other teen
customers who see a friend's debit
card and want one of their own.
Evolving outreach
Reaching Gen Z early is a wise move
for community banks competing
against fintech companies and other
upstarts. In a world where anyone
can drive an Uber or rent their home
with Airbnb, Gen Z is open-minded,
with 41 percent of 18- to 21-year-olds
saying they'd bank with Google or
Amazon, according to a survey by
Accenture. That's one reason why
Monroe Bank & Trust in Monroe,
Mich., is piloting a digital component
to its MBTeach School Banking
program for fourth and fifth grades
in several elementary schools. The
bank has run in-school branches
and taught financial literacy at local
" When it's time to get
their first checking
account, save for
college, talk about
student loans or get a
first job, and they need
to decide how much to
save, spend, give and
invest, we don't want
them to be Googling that
stuff. We want them
to come in and have
a conversation. "
-JENNIFER TUCKER,
MONROE BANK & TRUST
independentbanker.org
ICBA Independent Banker 43

http://www.independentbanker.org

Independent Banker - December 2017

Table of Contents for the Digital Edition of Independent Banker - December 2017

Table of Contents
Independent Banker - December 2017 - Intro
Independent Banker - December 2017 - Cover1
Independent Banker - December 2017 - Cover2
Independent Banker - December 2017 - Table of Contents
Independent Banker - December 2017 - 2
Independent Banker - December 2017 - 3
Independent Banker - December 2017 - 4
Independent Banker - December 2017 - 5
Independent Banker - December 2017 - 6
Independent Banker - December 2017 - 7
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Independent Banker - December 2017 - Cover3
Independent Banker - December 2017 - Cover4
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