Georgia United's New Storefront Branch Fuses Technology With Personal Service

Located at 5562 Peachtree Boulevard in Chamblee Plaza, the new 1,400-square-foot Georgia United storefront Chamblee branch opened for business on March 13.  

While the Chamblee footprint is smaller than typical Georgia United branches, it incorporates contemporary design and layout elements of the organization’s branch transformation strategic program that is redefining the banking experience for members.  

“This is our first micro-branch,” said Georgia United Executive Vice President/Chief Information Officer Mark Bartholomew. “We have seen a huge transformation within the way traffic is generated at our branches. It used to be that our branches drove most of the volume, most of the interaction and we supplement that through Mobile and Online Banking and members calling our Member Care Center. Now that has flipped. We do far more transactions in a digital environment than in all the branches combined." 

Anticipating members’ changing needs and priorities, there are two main service options at the new Chamblee branch.  Instead of waiting in teller lines, members can conduct their banking business with Georgia United’s new, interactive ATM+ terminals featuring expanded self-service options, or they can meet one-on-one with a member consultant who can help with a variety of account needs and financial matters. There are two ATM + stations inside the Chamblee branch, and one on the exterior for 24-hour access.  

“The reimagined workflow at our new Chamblee branch is a more intimate approach and allows members to take advantage of the latest technology in banking while also providing the personalized touch that Georgia United is known for, resulting in deeper connections between our members and our member consultants,” said Georgia United Chief Experience Officer Todd Lambright. “We have heard some concerns that we are replacing our team members with machines, but that is not the case at all. For example, if we have a member that is getting ready to buy a house or their first car and they want to talk to somebody in-person, our member consultants can guide and counsel them face-to-face.”  

The Chamblee branch is a successor of sorts to the former North Atlanta branch on Tilly Mill Road, approximately 2.3 miles away. “We know we have members in the area who have missed having a branch location, and we think we can attract more members with our products, services and community giving, so it’s a win-win,” said Bartholomew. “We knew we still had a large segment of our membership in that Norcross-Dunwoody-Chamblee area, and we were looking for a location that’s easier to access.”  

Georgia United is in growth mode. In addition to the new Chamblee branch, there is a new Cumming branch under construction, a merger with North Main Credit Union added a branch in Cornelia and a new branch is planned in suburban Savannah that will connect Georgia United’s network from the coast to the capitol. Also, the Georgia Department of Banking and Finance has approved Georgia United’s membership field expansion to 67 live/work Georgia counties.  

About Georgia United Credit Union    

Georgia United Credit Union is an award-winning financial leader and partner in education. Headquartered in Duluth, Georgia United is ranked as one of the state’s largest credit unions with more than $2 billion in assets and more than 150,000 members. As a full-service financial institution, Georgia United offers competitive products and services for every stage of life. Visit gucu.org to learn more.