Kellen Bergman, Branch Banking Market Leader, KY/TN + NC, U.S. Bank

Kellen Bergman, branch banking market leader for KY/TN + NC at U.S. Bank, sat down with Invest: to discuss how U.S. Bank is investing in remodeled branches and skilled talent to support Nashville area growth, deepen relationships with small businesses, integrate digital tools with in-person advisory services and expand its presence with a new branch southeast of Nashville. Bergman emphasized that branches serve as the epicenter of client service, connecting commercial, wealth management and merchant solutions to meet clients’ evolving digital and advisory needs.

What changes over the past year have most influenced the U.S. Bank branch banking strategy and priorities in Tennessee? 

Nashville and Middle Tennessee continue to be central to our growth strategy. Nashville’s growth aligns with our priorities, and we are investing to grow alongside the community. That has led us to reinvest in our branches, remodeling over 25 locations in the Nashville market. This is largely due to the changes and growth that we are seeing in Nashville. We are always evolving our products and services to reflect economic conditions, and physical locations remain a key part of that strategy.

How are current economic and demographic trends shaping banking demand in Nashville and Middle Tennessee? 

The economy always influences clients differently depending on their circumstances. Higher rates create opportunities for savers in a competitive environment, but lending can be more challenging because clients are paying higher interest rates on their loans. We aim to meet clients where they are and provide services that support them in any situation. The economy will always have ebbs and flows, and we want to make sure that we can help clients no matter what is happening in the economy. 

How is U.S. Bank positioning itself to grow in Nashville?

In 2025, we are reinvesting in our brand’s physical assets in four markets: Denver, Minneapolis, Portland, and Nashville. That alone reflects the opportunity we see within Nashville. Remodeling is not just about location but also about the look and feel of the branch. Branch banking is changing, and we want our spaces to reflect how and why clients use them. The focus is shifting from transactional teller lines to advisory interactions, supported by digital tools combined with in-person service.

How does your organization balance digital innovation with the need for personal, human interaction in banking?

It is critical to integrate the digital experience with human interaction. We strive to excel at both by leveraging digital tools in the branch and offering virtual appointments. To make banking as simple as possible, but also the most convenient, U.S. Bank is proud to offer our award-winning mobile app to all clients. The digital tools within the app are endless and really create a seamless and efficient banking experience.

What strategies are you using to deepen relationships with small businesses and entrepreneurs?

Along with branch evolution, we are strengthening our talent. With fewer transactions, clients come to us when they have a problem or need advice. This makes it important to have highly skilled staff who can advise small businesses, help open accounts, and evolve alongside clients’ needs. We want our team to be equipped with the best technology to support that. U.S. Bank has a robust product suite for all types of businesses — from small to large — to really allow businesses to easily control their finances. From business accounts, to business lending, to business credit cards, payment solutions and payroll, the resources we provide are designed to simplify the business banking experience.

U.S. Bank has been investing in remodeling branches in the Nashville area. How are these upgrades helping to enhance client engagement? 

U.S. Bank is over 160 years old, and while tradition and trust are part of our brand, our buildings need to reflect modern banking. Branches are now designed for advisory conversations supported by digital tools. Remodels bring that together, reducing teller lines and increasing space for client discussions and strategy. Comfort is paramount for client engagement, so we have a dedicated focus on creating spaces in all of our branches for clients to have private conversations with bankers.

How has U.S. Bank been working to promote financial literacy, inclusion, and community investment across both urban and rural markets in your region? 

Financial literacy is a priority nationwide. Our bankers volunteer with organizations like Junior Achievement to help people from a young age learn about personal finance, and we also support older demographics with wealth management education. Many adults feel they never learned financial basics, often because their parents did not model it. Breaking that cycle is essential, and we see ourselves as educators as much as bankers. U.S. Bank has a variety of resources to help guide the personal finance journey beginning at a young age.

What are your top strategic priorities for Nashville and the broader markets that you oversee over the next three to five years? 

Our priorities are to continue developing products and tools for clients and employees, ensuring we provide the best services available. We aim to anticipate client needs and offer products that support them. Digital platforms are critical, and we recently launched a state-of-the-art business account product to support small businesses. For Nashville specifically, we plan to grow our physical presence to match the city’s expansion and ensure branches are well located to serve clients.

How has your experience in branch banking shaped your perspective on career growth and customer engagement? 

I have worked in branches my entire career. Branches are the face of the bank, and they define how people experience our brand. It is also rewarding because many careers begin in branches and evolve from there.

Can you share your perspective on U.S. Bank’s growth strategy in Tennessee and any upcoming developments?

U.S. Bank has nearly 500,000 customers in Tennessee, including over 31,000 business clients with revenue of $25 million or less. We aim to improve our deposit share as the region continues to grow. Our customer and employee base will expand with it. A new branch opened in early November about 30 miles southeast of Nashville, and we continue to be diligent with our new branch and existing reinvestment strategy.

How do your branches collaborate with other bank divisions to deliver a seamless client experience across digital, advisory, and financial services?

Our branches are interconnected with every department in the bank, from commercial and wealth management to merchant solutions to mortgage services and other business lines to best support every type of client. They are the epicenter of client service, helping us meet clients’ needs across digital, advisory, and financial solutions.