5-Year Strategy

BY 2030, Abound is Kentucky's easiest and most-trusted place to bank.

#1 REGIONAL MARKET SHARE in auto loans, mortgages, and financial education outreach.

Member Focus

• Working and blue-collar families short on time
• Active and retired military households, federal civil service households
• Young adults in the workforce
• Small businesses and commercial members

Geography

• Central Kentucky core: Hardin, Jefferson, Warren counties
• Expansion that connects markets across Central Kentucky
• Branch expansion alongside digital: the Greater Louisville area first, then connecting branches toward Danville
• Digital-first service extends into banking deserts such as Marion County

Channels

• Self-service as the default for what members can safely do themselves, highly usable and accessible
• Accessible also means members know what they can already do.
• Omni-channel integration for seamless handoffs
• Digital service statewide
• Branches, ITMs, express formats
• Extended hours, 24×7

Offerings

• Everyday and life-stage banking (deposits, credit, and money movement)
• Financial Counseling & Education
• Small-business needs

Easy & Effortless Experience

• Seamless, omni-channel, highly usable and accessible self-service: a member can begin in the app, web, phone, branch, or ITM and finish in a different channel.

Seamless Handoff

• Highly-trained staff, equipped with full context, can seamlessly step in when it matters most.
• No restarting and no repeating for members.

Worth the Move

Rewards and tangible incentives give members a reason to move their money to Abound.

Team Co-Creation

New technology is co-created with the team; team members are retooled and reskilled in parallel with the development.

Community-Centered

• Deep roots and expertise in local communities.
• Commitment to strengthening and improving members lives.

Reach Beyond Branches

Education and the Opportunities Abound Foundation aim to reach communities with high needs and no branch by 2030.

Financial Strength

Strong capital, low delinquencies, and lean costs allow Abound to invest in the future.

Centralized Tech Stack

Optimized technology infrastructure that supports omni-channel experiences

App & Data Integration

• Systems that communicate seamlessly to maintain context across channels and touchpoints.
• Vendor and partner governance, data rights, change control.

Experience Design

• Interaction design that prioritizes usability optimization that is continuous, data-driven, and iterative.
• Journeys are designed seamlessly across channels.

Empowered People & Culture

Recruiting and training for tech expertise, relationship-driven and community-informed service, shared knowledge, and continuous improvement.

Integrated Financial Guidance

Extending Abound's financial guidance expertise beyond linear to just-in-time, happening when and where the member needs it most.

Metrics Scorecard(s)

• Omni-channel: 3-5 key metrics tracking cross-channel performance and completion rates.
• Member-Acquisition: Metrics tracking where and how Abound is acquiring new members across channels.
• KPIs: Outcome measures like member age, member growth, loan and asset growth.

Strategy Roundtables

Strategy leadership checks in at least quarterly to work through key learnings, challenges, and achievements.

Board Retreats & Reviews

The board and senior leaders hold regular updates and discussions on strategic progress and pivots, anchored to a 5-year roadmap.

Integrated CRM

One system of record for member and partner interactions.

Financial Guardrails

A return on assets of 0.75% or above and a net worth ratio of at least 13%, set in the 2024 Strategic Blueprint. The board and senior leaders are willing to adjust them for the right opportunity.