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TAB Bank find success in a conventional industry by being unconventional

A mixture of different bills stacked on top of each other. - TAB Bank

TAB Bank Finds Success in a Conventional Industry by Being Unconventional

BANKING & FINANCE

by Logan Mickel, Nubiz Writer | Wednesday, 14 November, 2018

A brown building with the words "TAB bank" written on it, behind a collection of trees covering the lower part of the building. - TAB Bank

Source: https://nubiz.org

The first clue that TAB Bank isn’t your typical bank is the sign by the front door that reads No cash on premises. There are no tellers in the lobby, either. Marketing campaigns are based around comic books. Some employees are walking around in T-shirts. Their president, in a relaxed polo, almost seems over-dressed.

According to that president, Curt Queyrouze, it’s this type of unconventionality that has helped TAB Bank be successful.

“We’re a bank, but we don’t act or look like a bank,” he said with a laugh. “It’s fun to know you helped a small business person succeed and turn the corner and have a better life. We help them get there.”

Curt Queyrouze, TAB Bank PresidentStarting in 1998 as an off-shoot of Flying J designed to assist in financing truckers, TAB Bank has since expanded into myriad industries. They employ about 225 employees locally and specialize in small-business financing. Clients can be found in Northern Utah and across the country.

This bend towards unconventionality shows in more than just their clothing. Important to TAB Bank’s philosophy is what Queyrouze refers to as the “emotional connection of banking.”

Money is often the biggest cause of stress in an individual’s life, both in career and family relationships. TAB Bank’s goal is to alleviate that stress as much as they can through technology, personalized customer service, and out-of-the-box solutions.

One way TAB accomplishes this is through driving technological innovation. While many in the banking industry are reluctant to change, TAB has embraced the digital age. Mobile banking is a special focus. They are currently working with various partners to create financial planning apps and other tools that could change the banking landscape.

“The bank has always been focused on helping small business owners in need, and doing so in creative ways,” Queyrouze said.

Another non-conventional strategy is a recent marketing campaign called The Current. While most banks are sending clients the usual credit card mailers and portfolio samples, TAB ships out comic books. The short, episodic series details the adventures of Cliff, a banker who simply wants to help his clients. After happening upon a mysterious tablet, he suddenly finds he has the superpower of providing clients easier solutions to their problems.

Probably more entertaining reading than an amortization schedule.

Being centered in Ogden has been a boon for the business, said Queyrouze. Not only have they been able to help the community through charitable partnerships with the Ogden Rescue Mission and Youth Impact, but the quality of local employees is high.

“We have a strong benefit, too, of being here in Ogden,” he said. “When we have vacancies, I’m always amazed at the quality of the candidates that come to us. We’re very much focused on our people.”

Clients have noticed the uniqueness of TAB Bank. For many of them, it’s a refreshing change.

“We were working with a client,” said Trevor Morris, Director of Marketing, “and he said, ‘When I deal with TAB Bank I don’t feel like I’m working with dark-suited bankers. I feel like I’m working with business people.’”

Another client is reported as saying “You guys are like the un-bank.”

For an unconventional group in a conventional industry, statements like these are badges of honor.

The Current comic series

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