2026 VACB Pub. 15 Issue 1

Rising competition and consumer expectations mean community financial institutions must operate more efficiently while delivering modern, personalized services. Meanwhile, advances in AI, open banking, cybersecurity and regulatory change are reshaping the industry and creating new opportunities for those who adapt.

You may have heard the term value-based selling, but you may not know what it is or what it entails. Value-based selling in financial services is an approach that places your clients and their financial concerns and challenges at the forefront. It doesn’t communicate what you do, but the worth of what you do. Value selling in financial services is a differentiator because, when done well, it builds trust, enabling salespeople to guide customers through some of their most important financial matters, such as buying a home or investing for retirement.

As far as learned, wise and clever writers go, one could do worse than reading the works of Jonathan Swift. Described by Wikipedia as “the greatest satirist of the Georgian era,” he was also an Anglican cleric, which explains some of the social commentary in his works, including “A Modest Proposal” and “Gulliver’s Travels.”

When you say something with confidence but are met with silence from your team, what do you do? Do you pause, then move on? As a leader, there’s a good chance you’ve surrounded yourself with talented people, but if you’re not listening to them, you’re not doing yourself any favors. And sometimes, silence speaks volumes.

Relationship-driven banking has long been a defining feature of community, independent and traditionally rooted financial institutions. While technology, regulations and customer expectations continue to evolve, one constant remains: Knowledge is passed most effectively from one banker to another. For banks with leaner teams or decentralized decision-making, mentorship is not just a professional courtesy — it is a strategic necessity.

Looking for reliable solutions to support your bank’s growth? Meet VACB’s 2026 Preferred Vendor Providers. These trusted companies have earned the approval of the Member Services Committee. We invite you to explore the lineup and see how they can help your bank succeed. Diamond ICBA CRA Solutions Marnie Stewartmarnie.stewart@icba.org901.529.4790 ICBA Payments Laura Piercelaura.pierce@icba.org202.821.4314 ICBA Securities

At some point in the coming weeks, VACB will ask you for about 30 minutes of your time. Not for a meeting or a webinar, but for something that will help shape what your association focuses on next.

In 1984, the “digital revolution” in banking was less a roar than a rhythmic hum. I entered the industry that year as a computer science major with a passion for math, taking a role as a computer operator. My shift ran from 11:00 a.m. to 7:00 p.m. — a window that placed me exactly at the crossroads of the bank’s daily activity and its evening reconciliation.

Culture is one of the most powerful forces inside any organization. In many small businesses, including community banks, it is what has fueled their success and helped them grow over time. Often shaped by founders, long-tenured leaders and loyal employees, these cultures feel like family, which is exactly why change, even when necessary, can feel deeply personal and disruptive.