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New Retail Banking Model at Wisconsin Bank & Trust Branches


April 15 - Wisconsin Bank & Trust recently began implementing a new retail banking service model designed to better align customer needs with branch staffing. Branch employees are assuming more cross-functional roles, allowing them to assist customers with multi-faceted needs. The new model also centers on local leadership, with new Banking Center Manager roles created for retail locations throughout the Madison, Monroe, and southwest Wisconsin regions.

Lu Ann Bowman, Senior Vice President - Retail Banking Manager, said, “Our commitment is that every customer who walks through the door can be served by several people thanks to cross-training and a tight-knit team led by a local Banking Center Manager. As customers increasingly bank online, a challenge throughout the banking industry is how to efficiently provide in-branch services. As a high-touch community bank, we focus on providing an optimal customer experience across our service lines, including education about the many banking channels available to meet customers’ financial needs.”

Bowman worked closely on development of the new retail vision in a previous role with Wisconsin Bank & Trust’s parent company, Heartland Financial USA, Inc., in Dubuque, Iowa. She joined Wisconsin Bank & Trust in March and is now overseeing implementation of the new approach across Wisconsin.

Bowman said, “In addition to serving customers flexibly and efficiently, we’re also creating a strong career path for retail banking employees. For example, all tellers will quickly gain experience performing duties that, in most banks, are reserved for personal bankers.”

Specifically, tellers are now cross-trained as Associate Personal Bankers. Similarly, Personal Bankers are available to serve customers with both accounts and teller services. Senior Personal Bankers assist customers with lending, accounts, and other financial needs.

The new Banking Center Manager role brings increased responsibility for customer service and business growth to the local level. All the newly named Banking Center Managers are long-time employees:

For more information about Wisconsin Bank & Trust’s retail services and locations, visit

About Wisconsin Bank & Trust
Wisconsin Bank & Trust (WB&T) is a community bank with assets of $643 million serving customers in the Madison, Monroe, Green Bay, Sheboygan and southwest areas of Wisconsin. The bank operates nine branch offices and three mortgage origination offices, all located in Wisconsin, and is a subsidiary of Heartland Financial USA, Inc. WB&T is a member of the Federal Deposit Insurance Corporation and an Equal Housing Lender. Learn more at