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Diamond Credit Union continues to expand — breaking ground on a new branch in Berks County.
It will be the Lower Pottsgrove-based financial institution’s fifth in Berks and the eighth across its geography, which also includes Bucks, Chester and Montgomery counties.
The new Diamond Credit Union is being built at 1030 Cedar Top Road in Cumru Township — on a parcel of land adjacent to Aldi, and across the street from a Rite Aid and the Kenhorst Plaza shopping center.
It is anticipated the new branch will open in January 2024 and will be staffed by seven employees.
About a week ago, the 5.01-acre property was a completely tree-filled lot. By Tuesday, April 25, many of the trees had been cleared and a ceremonial ground-breaking was scheduled.
Diamond Credit Union leaders were joined at the event by former Diamond president and CEO John Faust, who retired from the company in May 2022; township officials and Diamond employees.
“One thing we know is that we’re committed to Berks County and as Diamond grows so does our commitment to Berks County,” said Rick Patel, president and CEO of Diamond Credit Union.
The new 4,000-square-foot branch will be similar in size to other Diamond branches. It will include three drive-up windows, a service first desk in the rotunda where every customer will be greeted as they enter the branch, video banking kiosks where customers can complete their transactions or speak with live tellers, as well as some meeting space.
“When a member comes in, we want them to be greeted by people who can answer their questions,” said Todd Rothenberger, SVP, chief member experience officer for Diamond. He added that the service first desk is in use at other branches. “It works well, and our members anticipate that.”
Once inside the branch, members will use the company’s RTS system of kiosks to conduct their banking. They can conduct their business on their own through the kiosks, or if they need assistance, they can speak with a teller.
“You can still get to someone on the screens — that is not much different from what we currently have at locations where a teller pops on the screen,” Rothenberger said.
That technology will also be in use in the drive-up windows, according to Rob Hackash, director of branding for Diamond Credit Union. One lane will be ATM only, while the other two will feature the “same new kiosk tech that will be inside the branch, capable of functioning like a super self-serve ATM and/or connecting you with a person like our current RTS systems do.”
“If you want technology — we’ve got it. If you want to talk to a person — we’ve got that, too,” said Hackash. “Whatever your needs, we’ll be here for you.”
Planning a New Branch
The process of adding a new branch is typically a two to three-year process, according to Rothenberger. He said that when Diamond’s Muhlenberg branch opened in 2019, the company was already “scouting around” for the next location — and Cumru stood out.
“We identify location spots and this was the No. 1 spot we identified,” he said.
He added the credit union already has a solid membership base of about 3,000 in the Cumru Township area — a number the credit union expects to grow.
“We think it will just explode like it did in Muhlenberg,” Rothenberger said, adding that when the Muhlenberg branch opened it had 3,000 members and has since grown to 8,600.
“It’s the most active location for new business. It doesn’t beat some of the other long-standing locations. But we think this is going to be the same,” he added.
“One thing I can say is — the excitement in our community is building,” Patel said during the groundbreaking, adding that he was recently approached by some staff while dining at a local restaurant. “Some of them live around here — and they were excited and said they could not wait to have the branch open. We’re really excited about that.”
Still Growing
Rothenberger said Diamond Credit Union plans to add branches, although he could not provide specifics of future locations. He did explain how the credit union in 2022 expanded its charter to include four full counties, creating the potential to grow its customer base.
The credit union’s service area now includes all of Berks, Chester, Montgomery and Bucks counties, with membership open to those that live, work, worship, regularly, conduct business or attend school in one of the four counties.
Diamond’s previous charter area included all of Berks County, portions of Chester and Montgomery counties, and none of Bucks County.
Rothenberger said when it comes to future growth, “we’ll have to look at some of the other areas within our footprint that we have now to keep bringing ‘that’s younity’ to those territories, just like we did in Berks County.”
Making the difference
Asked what sets Diamond apart from other credit unions and banks — Rothenberger said it in one word: People.
“We just don’t say it — it’s our members telling us that it’s what makes us special,” he said.
“While other businesses are reducing staff, we’re building staff. When other places are closing locations we’re building locations. And you can only do that with the right people that connect with members, listen to our members, take care of them.”
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