First Tech Bellevue City Center offers all the same banking, borrowing, investment and insurance services as its other branches, but the new design reflects First Tech's dedication to partner with its members and champion their financial futures.

"We're driven to put our members' first," said Stephen Owen, First Tech's chief retail and marketing officer. "To be a true partner, we believe we must transform from a servicing environment into a stronger consultative environment where we're collaborating with our members, determining their needs and recommending solutions that help them move forward financially."

While First Tech is implementing this consultative approach institution-wide, the Bellevue City Center branch is the first location to integrate this new experience into the physical branch design.

"The most notable difference in the Bellevue branch design is that we've replaced the traditional teller row and new accounts desk environment with a central Relationship Center," said Brad Calhoun, vice president, retail branches. "The Relationship Center is where our members and reps can grab a comfortable couch or stool together and conduct face-to-face conversations or transactions in a comfortable, collaborative, flexible environment. We've armed our financial reps with mobile technology that allow them to move with our members around the branch versus making our members come to us."

The second key difference is the addition of four private Member Suites. Calhoun reports that First Tech members are increasingly managing routine transactions online and are more often visiting branches to discuss complex financial needs, such as home loans or investment portfolios.

"Members want to meet with financial experts who can help them understand their options and evaluate the best decision for their financial situation," said Calhoun. "But, they also want to ensure their privacy with these more complex financial needs, and the private Member Suites offer just that."

Before retrofitting existing branches or introducing this new design into the planned San Jose, California, location, First Tech will closely monitor member feedback about the new branch design. "Ultimately, our members will help us evaluate whether this new branch design meets their evolving needs," said Calhoun. "We're excited to hear how members embrace this new concept and help us continue to evolve and exceed their expectations."