Independent Banker - January 2022 - 67

support the community itself. From
coworking spaces and a monthly
food truck and entertainment
celebration to the revitalization of
[local landmark] the Tower Theater,
they go beyond just being a bank.
They are looking at the things that
drive community and supporting
those things.
Matthew Burch: Exactly. This is
where I'm from. I want to earn a
living at Urban Agrarian, but I just
want something like this to exist
in my hometown. What we do is
not common-a company running
refrigerated trucks around the state
on a loop. I know some of this didn't
look great on paper, but we've been
helped along the way by Citizens.
They offered a lot more than other
banks and had the wherewithal to
engage with us.
Jill Castilla: The way I see it, seeking
to understand is where we have the
opportunity to be innovative. That
growth mindset is where it starts
and to think less about protecting
what we have and more about 'How
do I lean into this and really be
part of something to lead where the
community is going?'
Castilla, Perry and Burch
agree that innovation comes in
many forms.
Castilla: Innovation's about always
elevating the bar. It's about having
really wacky ideas, like having our
coffee machine integrated with our
bank app, but asking, 'Why not try it?'
Burch: I think a lot of it is in the
culture at Citizens; they do not take
no for an answer and figure out how
to get it done. For example, I saw
them invest in the EastPoint Project,
which is a part of town that's probably
not been invested in for 30 years. It's
an underserved community, and that
type of innovation endears them
to me quite a bit, these social and
community-based innovations.
Perry: I agree completely. I'm
passionate about minority
business and growth, and during
the Paycheck Protection Program
(PPP) craziness, I was able to refer
minority business owners-who
weren't getting the time of day
from other banks-to Citizens
for help. They were hands on,
answering questions and processing
applications for struggling local
companies. That's innovative
thinking. It goes beyond the simple,
obvious solution to how they can
provide the best experience for
their clients.
As Citizens Bank of Edmond
continues its innovation path,
focusing on the community
remains at the forefront and
is a continual selling point for
its customers.
Burch: Jill saw the strength of our
vision and our commitment. She
really cared about what we were
doing and wanted to help and
thought we could be successful.
[Bank employees] find a way to say
'yes' to projects that we all know
should happen and that are the right
things to do.
Perry: I believe banks should have
relationships with their customers.
I know that Citizens is championing
for me. Jill and the team make
themselves available for what my
needs are, and you feel like you're
talking to someone you can trust.
Colleen Morrison is a writer
in Maryland.
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Independent Banker - January 2022

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