Union Bank’s New Head of Digital Banking, Julie Demarigny, Talks Innovation

Not even a month has passed since Julie Demarigny, a veteran in digital entertainment industry having served Warner Bros. and Sony Music, has joined West Coast focused Union Bank as its head of digital banking. In her new role, Demarigny will lead all digital strategy for the bank and its savings-only platform PurePoint Financial as well as ways to grow various digital businesses and channels. Demarigny will be working out of Union Bank’s Glendale, Calif. offices and will report to the bank’s head of consumer banking, Pierre P. Habis. In a statement emailed to Bank Innovation , Habis said of Demarigny: Throughout our search for a Head of Digital Banking, we intentionally sought candidates with a deep understanding of both the digital economy and also how to lead with a client-first mindset. Julie excels at both. Given that Demarigny is only weeks into her new role, she requested this interview be conducted through email. This conversation below has been edited for brevity and clarity. Bank Innovation: What is on your “To-Do” list as you take on the digital banking at Union Bank? Julie Demarigny: To Understand who our Union Bank and PurePoint clients are, how they interact with the brands both offline and online and what their wants and needs are. To build a client-centric digital banking vision that aligned with all lines of business’ goals, to assess the sources and structure of client data, define our audience, personas and customer journeys and build a team to support a seamless, consistent, trusted, rewarding and engaging omnichannel client experience. And, to identify how new innovative products that can transform the client experience. BI: How do you approach emerging technologies and innovation? A lot of times there is much made about certain technologies, but not enough practical relevance, how do you separate the noise from the reality? JD: It starts with curiosity, by exploring all the new tech trends and experiencing them. Then for the most relevant solutions, you initiate small pilots. Each pilot is a lab that allows us to learn more about what our clients like, want and need. If the pilot succeeds, it can be deployed more broadly. If it does not, we move to another pilot as soon as possible. Data also plays a significant role in the whole process to track, analyze and predict trends. Being able to deliver quickly, learn, adapt and evolve at the pace of the consumer, by working with agile teams will be critical. BI: What is on the innovation roadmap for you at Union Bank? JD: Anything that can improve the client experience, whether that be AI, Machine Learning, Blockchain, P2P payment, iOT, bots, etc. Today we have safe and secure online/mobile platforms, the next step is to simplify the client journeys by eliminating the pain points and creating a faster and more seamless experience across all products. With data, we will be able to personalize and then anticipate client needs (predictive) and automate some tasks for them (AI/Machine learning). More and more consumers want financial services that are tailored towards convenience, with tangible rewards, advice, and guidance on investments or complex transactions, a simple non-pervasive experience with no obstacles. BI: Is there a particular aspect you want to focus on when it comes to digital banking? JD : Clients, clients, clients. How we can use a technology to better understand their needs and build a best-in-class experience, constantly evolve with the new behaviors but also recreate the trust and deliver the insights they receive at our branches and financial centers. I am amazed by the exceptional quality of the experience at the branches and how our clients trust their bankers and enjoy visiting the branch. I would like to create a digital experience that translates the values of the branches, adding value for those who visit the branch and facilitating every task for those who prefer to use a digital platform. BI: And lastly, what are three trends you expect to make it big in 2019? JD: As it relates to digital banking: a) AI/Machine learning to improve customer experience, anticipate and automate their needs. B) Blockchain and P2P payments and c) Bots to add an additional level of support for the users Union Bank is a full-service bank operating throughout the West Coast, with more than 350 branches in California, Oregon, and Washington. The bank does not disclose how many digital users (mobile and online) it has. As of September 30, 2017, the bank had $152.6 million in assets. It is a member of the Mitsubishi UFJ Financial Group (MUFG).

Union Bank’s New Head of Digital Banking, Julie Demarigny, Talks Innovation

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