Commerce Conversations

The Promise of Digital Banking, with Melissa Stevens

Episode Summary

In the interview, Melissa Stevens, EVP and Chief Marketing Officer of Fifth Third Bank, shares insights into her career journey, starting from her upbringing influenced by her educator mother and entrepreneur father. She discusses her transition from Citi, where she led significant tech initiatives like launching a banking app on the first-generation Apple Watch, to Fifth Third Bank, drawn by the company's customer-centric focus and transformation goals. Melissa emphasizes the importance of personal relationships in banking alongside digital advancements, envisioning a future where banking services are intuitive and seamlessly integrated through AI and open banking principles. Melissa also addresses the state of gender diversity in the financial industry, acknowledging progress but highlighting ongoing challenges, especially at senior levels. She advises women to advocate for themselves and build supportive

Episode Notes

Melissa's Background

• Early Life: Melissa was born and raised outside Minneapolis, Minnesota, with a strong family influence from her mother, a teacher and mathematician, and her father, a Vietnam vet and entrepreneur in tech and education.
• Career Path: Started in financial services due to her interest in combining tech and numbers. Joined Citi, eventually moving to Fifth Third Bank.

Career Highlights and Challenges

• Citi: Melissa shared highs, such as working with smart colleagues and leading tech initiatives like being the first to launch a banking app on the Apple Watch. Lows included internal factions and missed opportunities for better collaboration.
• Fifth Third Bank: Moved to Fifth Third for new challenges, influenced by the company’s focus on customer service and transformation, and inspired by leaders like Jane Fraser, Tim Spence and Greg Carmichael.

Digital and Personal Banking

• Current State: Discussed the gap between the promise of digital banking and its current state. Highlighted the importance of personal relationships alongside digital advancements.
• Future Vision: Envisions a seamless, intuitive banking experience where needs are anticipated and addressed without complex forms, leveraging AI and open banking principles.

Branch Strategy and Human Connection

• Branches: Despite digital advancements, branches remain important for human connection and are seen as beacons of positivity and customer service.
• Blending Physical and Digital: Emphasized the importance of integrating digital tools to enhance personal interactions and ensure seamless service.

Gender Diversity and Leadership

• Progress and Challenges: Noted improvements in gender diversity but acknowledged ongoing challenges, particularly at senior levels.
• Advice for Women: Encouraged self-advocacy and building supportive networks. Stressed the importance of forming inclusive and supportive professional communities.

Conclusion

• Final Thoughts: Melissa reflected on the importance of bringing people along and setting the pace for others in their careers.

The interview highlighted Melissa's journey, insights on the evolution of banking, and the importance of combining digital innovation with personal relationships.