PlainsCapital Bank’s North Dallas Branch Builds on its Deep-Rooted Brand


DALLAS, TX (May 27, 2021) – Since 1988, PlainsCapital Bank’s trailblazing spirit has embraced a personalized approach to banking, growing one relationship at a time. Building on this strong foundation, the bank’s North Dallas location at 18111 Preston Road, Suite 110 was recently upgraded to deliver a more customer-centric experience with a holistic and intuitive footprint from the outside-in. Leaning on PlainsCapital’s relationship-first values, this new banking experience provides a better opportunity to connect with clients within a modern branded environment.

PlainsCapital Bank’s North Dallas Branch

PlainsCapital leveraged a progressive design-build process in partnership with experience design agency, Adrenaline, to transition the North Dallas branch design, operations, and offerings to elevate experiences and stay ahead of clients’ evolving expectations. With a focus on functionality, the design incorporates a new customer journey, holistic digital technologies, and service strategies that focus on delivering convenience and cultivating relationships through in-branch consultation.

“As a major market that caters to so many industries, Dallas is a critical location for a Texas-based bank like PlainsCapital,” according to President and CEO Jerry Schaffner. “The dynamic strategies we implemented at our North Dallas location reflect our pledge to efficiently meet clients’ needs and proactively deepen relationships with new and existing customers.”

Through in-depth research and experience mapping, PlainsCapital defined a series of customer journey zones to efficiently meet visitors’ banking needs, including engagement, transaction, and consultation spaces. The North Dallas location’s distinctive design allows clients to be greeted quickly and easily visualize their route. The environment has been structured to be collaborative, reduce barriers between customers and bankers, and provide optimal privacy.

“It’s important that our service methods, branch resources and products continue to align with each generation’s changing expectations,” said North Dallas Branch President Thomas Ricks. “Even as our client base becomes more reliant on digital and mobile banking, we’re finding they still want a physical branch to visit for certain banking needs and these updates ensure our banking services are always accessible.”

With functionality addressing consultation, self-service, and transaction activities, the modern branch environment also incorporates upgraded digital signage to facilitate communication. Outdoors, PlainsCapital updated its drive-thru to incorporate personal teller machine (PTM) technology where visitors can engage with a live teller or complete routine transactions during and after regular bank hours.

“We customized every element of our branch update through intentional and collaborative decision making – from concept to implementation – to ensure we’re well prepared for the next chapter of banking,” said Ricks. “When customers visit our branch, they’ll be able to experience the spirit of PlainsCapital’s commitment to the community and our promise to deliver exceptional service, resources, and products as a leading Texas-based bank.”

About PlainsCapital Bank

PlainsCapital Bank, the fourth-largest Texas-headquartered bank by deposit market share, operates 59 Texas branches and has approximately 1,100 employees providing highly personalized relationship banking through a single point of contact. Offering commercial lending, treasury management, small business banking, private banking, and trust and wealth management services, PlainsCapital Bank empowers responsive, local decision making in each of its major markets: Austin, Corpus Christi, Dallas, Fort Worth, Houston, Lubbock, the Rio Grande Valley, and San Antonio. PlainsCapital Bank is a wholly owned subsidiary of Hilltop Holdings (NYSE:HTH). Find more information at PlainsCapital.com.

About Adrenaline

Adrenaline is an experience design agency specializing in financial services that creates and implements end-to-end branded experiences through creative and environmental design. The company is an experienced leader and innovator in the financial services industry, serving banks and credit unions seeking to enhance their customer experiences across digital and physical channels, from their brand to their branch.

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