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Siciliano had just been brought on as CEO for his reputation as a turnaround artist, having previously brought back three failing community banks from the brink of failure. So he knew he needed to start out building or rebuilding relationships with depositors who knew all too well the cold shoulders of a banking system that seemed at odds with their own personal values around people and planet.
“I was just dealing with this issue of how [to] communicate to people that when they choose a bank, they’re choosing more than a financial institution, they’re choosing to support its values and practices,” says Siciliano.