Market Overview

Members Ditch Traditional Banking for Customized Banking Experience at the New Affinity Plus Roseville Branch


Recognizing that banking is about much more than just the transaction, Affinity Plus Federal Credit Union is breaking free from the norm with its rebuilt and renewed Roseville branch. This branch design encourages members to tailor their banking experience based on individual needs and expectations. A tangible statement of Affinity Plus' individuality within the financial industry, the new two-story branch has an unconventional design that lets members complete transactions, while actually enjoying their experience. The branch offers space to socialize, play, relax and strengthen the community.

A dedicated greeter meets members upon entry and directs them to one of 18 member advisor stations e ...

A dedicated greeter meets members upon entry and directs them to one of 18 member advisor stations equipped with technology to handle any banking need, replacing the traditional teller line. (Photo: Affinity Plus Federal Credit Union)

“Each member of Affinity Plus is unique – some prefer speed and simplicity, while a growing number seek relationships and personal connections with both Affinity Plus and each other,” says Kyle L. Markland, president and CEO of Affinity Plus. “Traditional banking is focused on the transaction. We believe it can and should be much more than that, and this branch design matches the experience we hope to provide our members. In addition, the credit union industry as a whole is moving away from human contact and toward enhanced technology; we continue to hear from our members that they want face-to-face, human contact.”

The largest of Affinity Plus' 26 branches serving nearly 160,000 members, the new Roseville location has an open and welcoming environment that feels more like a community center than a financial institution. A dedicated greeter meets members when they enter, directing them to one of 18 member advisor stations equipped with technology to handle any banking need. These one-on-one stations replace the traditional teller line, and allow members to sit or stand during their interaction depending on personal preference.

The Roseville branch also reinvents the term “waiting,” making it a welcome experience, not a dreaded inconvenience. If all advisors are occupied, or if members simply want to socialize or relax, they can enjoy a full-service lounge stocked with games and iPads, refreshments, a micro-library, TV and complimentary greeting cards. Members who use the new tandem drive-through will notice a shorter wait – the eight positions across four lanes increase the efficiency of both personal and business interactions.

With a strong focus on community partnerships, Affinity Plus' Roseville branch has a second-floor Leadership Center that the public can reserve at no charge for business gatherings, community forums, board meetings and more. Equipped with state-of-the-art technology, the Leadership Center has video-conferencing capabilities, presentation technologies, surround audio system and wireless Internet for complete program customization, and can accommodate up to 80 people in a theater configuration.

“Whether interacting with us or getting to know each other, members of Affinity Plus are part of a community,” says Markland. “The new branch gives members a place to build and strengthen that community, in Roseville and beyond.”

For more about Affinity Plus, visit or stop by the Roseville branch at 2750 Snelling Avenue North, Roseville, Minn. Grand Opening celebrations will be held on Tuesday, Oct. 30, from 4 to 7 p.m. with a ribbon cutting ceremony at 4 p.m. There will be food, music, activities for kids and prize drawings.

About Affinity Plus Federal Credit Union
Affinity Plus Federal Credit Union is a not-for-profit financial cooperative where 90% of earnings are returned to members. Affinity Plus provides maximum value through competitive rates, minimal fees, and unique, member-centric products and programs. Affinity Plus is the largest credit union in Minnesota with state-based assets and 26 branches located throughout the state. With more than $1.5 billion in assets, Affinity Plus is based in St. Paul and is owned by nearly 160,000 members. Through a broad range of eligibility criteria, almost anyone can become a member of Affinity Plus. Additional information is available at or by calling (800) 322-7228.

Photos/Multimedia Gallery Available:

Affinity Plus Federal Credit Union
Kate Lee, 651-312-9257
Risdall Public Relations
For Affinity Plus Federal Credit Union
Laura Griffith, 651-286-6775

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