SYNERGY BY ASSOCIATION Credit cards remain an important part of consumers’ daily lives and are used for everything from point-of- sale transactions to online purchases to recurring bill payments. Problem Consumers demand full-featured credit cards combined with excellent customer service and often turn to large issuers to meet these needs. While community banks understand the importance of having a payments relationship with their customers, many do not have the staff, resources or appetite for risk to profitably manage a credit card portfolio. Recognizing the challenges community banks face in issuing and managing credit cards, Synergy by Association endorsed the agent credit card program of ServisFirst Bank through the American Bankers Association (ABA). By partnering with ServisFirst, community banks gain a service-minded, innovative ally in credit card issuing that provides a fully transparent revenue share, detailed management reporting ServisFirst: A Community Bank Ally in Credit Card Issuing and a fully-branded, top-of-wallet credit card for consumer and commercial customers. Solution ServisFirst provides a simple, straightforward program including credit card marketing and portfolio management services at no cost to OBA member banks. ServisFirst will: y Develop, fund and execute marketing and advertising programs to grow the member bank’s card portfolio, including letter writing campaigns, in-branch promotions, etc. y Staff and manage a portfolio management team to support the member bank y Underwrite, establish, maintain and conduct servicing activities including customer service and collections y Provide summary reporting on a quarterly basis y Conduct on-site meetings and provide on-site training Two card programs are available in both the consumer and commercial channels—platinum benefits and cash back rewards—to meet the needs of different customers. Commercial purchase card solutions are also available. Key Benefits to Banks y 20% of net profit is shared with the bank y The implementation fee ($5,500) is waived for members of the ABA y Compliance is managed by ServisFirst, which holds all the outstandings y Member banks have the option to guarantee declined accounts (after review) and receive 80% of net profit share y Cardholder support is provided 24/7 For more information about ServisFirst, contact Synergy’s Darrin Quillen at (503) 576-4116 or dquillen@synergybai.com. You can also visit www.synergybai.com/servisfirst. “We found the perfect solution to our labor-intensive inhouse credit card program! By outsourcing and utilizing ServisFirst’s branded credit card program, we were able to alleviate much of the labor associated with credit cards and still provide our customers with a quality, branded credit card.” Diane Aman, SVP & Commercial Loan Officer, Troy Bank & Trust 36 Winter 2024 • BANKING MATTERS
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