Barbara Gilbert, First Vice President & Market Manager, Valley Bank

In an interview with Invest:, Barbara Gilbert, first vice president and market manager at Valley Bank, discussed the importance of serving the local community, and highlighted the bank’s commitment to protecting elderly clients as well as the significant opportunities in wealth management and commercial lending. “We actively work to disseminate knowledge throughout the community, emphasizing that banking remains a relationship-based business,” Gilbert added.

What are the major market segments or client types you prioritize in your region, and how have those priorities shifted in the past few years?
The major market segments Valley Bank prioritizes encompass a wide spectrum, from individual consumers to sophisticated commercial enterprises. When I joined the institution six years ago, its footprint was considerably smaller, with approximately $20 billion in assets. My initial role involved assisting the president at that time in establishing our branch network throughout Florida, following our entry into the region and acquisitions on the west side. Our foundational focus was on core loans and deposits. Given our established reputation in New Jersey for commercial expertise, we systematically integrated a full suite of commercial banking services by the second year. This includes five distinct tiers of business engagement, ranging from day-to-day business-to-business banking to specialized programs for women in business. The fundamental objective is to address the essential needs of business owners who are working diligently but may struggle to find the answers required for growth. My responsibilities have since evolved to include deeper involvement with clients in the $1 million to $10 million revenue range, as well as the middle market. It is crucial, given our current size of 36,000 employees, that the individuals I encounter are directed to the appropriate department within our organization. As an executive-level business development officer, which is a unique role here, I operate across all lines of business, including personal, commercial, and specialized segments, such as our comprehensive international department and the venture capital group we acquired with Bank Leumi. There is virtually no client need I cannot accommodate due to my extensive knowledge of the bank’s diverse capabilities, though we remain committed to fundamental banking principles on a daily basis to achieve our objectives.

How do you ensure client relationships and education are managed effectively within these segments?
Client relationships and financial education are managed with great care and personal attention. Operating from the Palm Beach branch on South County Road, I observed the daily clientele, which initially included many older wealth management clients requiring basic checking and money market accounts, as their wealth management had been transitioned to other advisers. We also engaged with new clients who were initially unfamiliar with our brand but learned of our presence in New Jersey, New York, and now a total of seven states, which has been instrumental for business growth. Connecting clients to services in other states or countries is crucial because banking remains fundamentally relationship-based, even in an increasingly digital environment. People appreciate knowing the individual they are dealing with. The philosophy I advocate, drawn from my experience coaching people in my former fundraising business, is to dedicate significant time to understanding the client personally. We strive to create an environment that feels like home.
As a lender, we exercise considerable caution, which is reflected in our ratings, making it imperative to clearly understand our scope from the outset to avoid client disappointment. The dynamic environment of South Florida, which I witnessed during its explosive growth in the 1980s while living in Miami, presents many temptations, but it is vital to remain true to our identity as a bank. We focus on our core products, such as checking, money markets, various loans, and lines of credit, and I utilize a concierge lending division for larger, more complex financing needs. Our value is deeply tied to the people we hire as we seek individuals who genuinely care. We are actively involved in the community through organizations like the Business Development Board, which fosters a sense of familiarity and commitment. We also serve the nonprofit sector exceptionally well, a priority stemming from my background, by providing them with essential services and even allowing small business and nonprofit clients to use our boardrooms for meetings.
Furthermore, we dedicate substantial time to client education, particularly for those less comfortable with digital platforms, ensuring they can confidently perform tasks like mobile check deposits. This educational commitment is especially important given the older demographic in Palm Beach County, and we take great pride in our fiduciary responsibility to protect elderly clients from potential fraud.

What are the biggest growth opportunities for Valley Bank in the next few years?
The most significant growth opportunities for Valley Bank lie in the strategic expansion of our wealth management and lending divisions. Our acquisition of the United States operations of Bank Leumi several years ago provided us with a very robust wealth management platform. As someone with a discerning background in that field, I can attest that our offering is well-executed, particularly under the leadership in New York. This presents a substantial opportunity to develop deeper, more permanent client relationships. To properly serve wealthy individuals, a bank must provide a sophisticated open architecture platform, swaps, lending against securities, and other tools utilized by high-net-worth clients. Our presence in affluent areas of Dade, Broward, and Palm Beach Counties, including ultra-high-net-worth segments, positions us perfectly for this growth. Concurrently, our lending department has improved significantly. The leadership is excellent, and our bankers, especially in the middle market and for larger loans, are truly exceptional. We are evolving under an amazing CEO with a long tenure, reaching a point where we can substantially increase our market share by leveraging our solid basic banking services and our knowledgeable staff in the field who can accurately identify and place clients from the outset.

Can you elaborate on the specific strategies for client acquisition and retention in these growth areas?
Our strategies for client acquisition and retention are rooted in personalized service, community engagement, and strategic physical presence. We are committed to ensuring that potential clients, from young first-time home buyers to veterans who may have been discouraged, are aware of our products and feel encouraged to approach us. We actively work to disseminate knowledge throughout the community, emphasizing that banking remains a relationship-based business. Clients often specifically request to meet with a known banker, and we facilitate that personal connection. We take great pride in our employees and the long-term relationships we build within the community, which fosters a sense of mutual trust and pride. Our approach to physical branches is also strategic. The successful launch of our branch in Admiral’s Cove three years ago, which was a new venture for us as a dedicated bank within a private community, has proven to be a very intelligent decision. The real estate values there have increased dramatically, and as the only bank within that community, it represents a tremendous opportunity. This model demonstrates that we do not always require large facilities since smaller, strategically located offices in high-foot-traffic areas can be highly effective. This willingness to innovate and consider employee insights is a hallmark of our leadership. Furthermore, we differentiate ourselves through a level of personal service that we believe is rare among our competitors. Clients typically know their banker’s name and can expect consistency. They have direct access, including the ability to contact me via text at any time. This personalized approach, combined with our sophisticated capabilities in wealth management, insurance, treasury services, and swaps, ensures we can serve unassuming clients who may have complex, substantial financial needs. Our expansion into markets like Beverly Hills signals our confidence and capability to serve a discerning clientele effectively.