Rick Kapur

Chief Experience Officer (CXO) Chevron Federal Credit Union

Rick leads enterprise strategy at Chevron Federal Credit Union, a $5B+ institution based in the San Francisco Bay Area. In his role, he oversees member experience, marketing, operations, branch channels, business development, and the contact center, with a consistent focus on measurable outcomes and service delivery excellence. With 34 years in financial services, including 26 years at Citibank in progressively senior leadership roles, Rick has built a career driving transformation at scale and modernizing both digital and in-person experiences. Rick also contributes to enterprise governance across risk, asset liability, member experience, and digital initiatives. He holds an MBA from the USC Marshall School of Business and a Bachelor’s degree in Management from Pepperdine University.

Making Experience Across Channels Key to Core Deposit Growth

1:25 PM Panel: Reimagining Branches: Evolving Branch Purpose and Network Strategy through Insights

We are entering a new chapter where the branch’s purpose, presence, and performance continue to evolve—and navigating this change requires constant rediscovery. Determining the what, where, and why of branches is more important than ever to drive growth and remain relevant. Doing so takes data, along with a willingness to continually investigate and lean into analytics and insights to make decisions that stay ahead of the curve. In this panel, senior leaders will explore how banks and credit unions are moving beyond traditional assumptions to reexamine branch purpose, formats, and network design. The discussion will focus on how to leverage data and analytics to understand what is happening in the branch and use those metrics to drive meaningful change. Attendees will gain perspective on how to:

Evaluate branch performance from a variety of perspectives and metrics that go beyond ‘traditional’ ROI
Identify opportunities for expansion, revitalization, or investment – and decide where (and when) to close, downsize or relocate
Change and measure branch models to support advisory, sales, and relationship-building activities
Balance short-term needs with long-term growth, optimization, and customer experience goals
Move branch strategy from static to dynamic through continuous investigation and questioning

Check out the incredible speaker line-up to see who will be joining Rick.

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