J.D. Goodrum Client Truliant to Add 10 Branches, 120 Employees in Charlotte
Truliant Federal Credit Union plans a major expansion of its operations in Charlotte, with the lender looking to add 10 branch offices in the market by the end of next year.
With the expansion, the Winston-Salem-based credit union will add more than 120 local employees and invest $11 million, CEO Marc Schaeffer said this morning in an announcement at the Mint Museum Uptown.
Truliant says its new 2,200-square-foot branches will look more like a Starbucks and less like a bank. Teller lines will be replaced with meeting areas and customer-service reps carrying tablet computers, plus “Smart ATMs” capable of a variety of transactions. The organization says it wants the new offices to be a place where its members can come to receive financial guidance and assistance, rather than simply process transactions.
“We’re writing the next chapter for consumer and small-business choice of financial institutions in Charlotte,” Schaeffer said. “Truliant is different from stockholder-owned banks because the financial health of our members is our sole purpose. Providing caring guidance that leads to members achieving their life goals trumps the sale of products based on their profitability. This is and will continue to be the Truliant member experience.”
The credit union is already in growth mode here, with the first of the planned 10-office expansion underway.
Since November, it has opened locations in Mint Hill, Harrisburg, Steele Creek and on Park Road. And it plans to open offices soon in Mallard Creek, Ballantyne, Waverly, South Boulevard and Cornelius.
In addition, it will relocate its Matthews location before the end of the year. Also, a free-standing, 3,800-square-foot facility will open in midyear in Huntersville. And
“We applaud Truliant’s aggressive expansion in Charlotte-Mecklenburg,” said , Charlotte Chamber president and CEO. “Their increased commitment is a testimony to the economic growth in our community, and their services will benefit many residents in Mecklenburg County.”
In support of its expansion, Truliant is launching a social media campaign that will award four individuals $25,000 each for answering how the funds will help them achieve their “why” in life. The campaign kicks off today with the hashtag #mywhy on social media channels.
Tuesday’s announcement ceremony featured a reception for Truliant staffer, members and local dignitaries.
Truliant’s history dates back to 1952 as the Radio Shops Credit Union in Winston-Salem, Greensboro and Burlington. It expanded to become the credit union of AT&T employees and in the late 1990s expanded access to membership communitywide.
Today, Truliant serves anyone who lives, works or worships in a number of North Carolina counties, including Mecklenburg. It also continues to serve a number of employers and lends money to small businesses.
The organization will have 33 branches once the Charlotte expansion is completed and more than $2 billion on total assets. It is the second-largest credit union in Charlotte, behind State Employees Credit Union.
Truliant has added a Charlotte regional office for administrative staff. Schaeffer says he will spend at least half of his workweek in Charlotte.