2015 Annual Review

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Bringing Regions360SM
to Life

“I always like to be educated and I like to know what the future could bring for me. Regions showed me my finances as they are now, but they also showed me what the possibilities are in the future.”

Ciara Corley

Regions Customer, Centerville, IL

Deepen Customer Relationships

Bringing Regions360SM to Life. When you put customer needs at the center of a financial services relationship, good things happen — both for customers and those that serve them.


Refreshed for Today

Rachel Link, Financial Consultant,
Jackson, TN

Whether the goal is funding a college education, preparing for retirement or ensuring that children and grandchildren get off to a good start in life, more individuals and families are turning to Regions for Wealth Management solutions. In 2015 Regions’ Wealth Management income grew by
10 percent over the previous year. Wealth Management professionals like Financial Consultant Rachel Link are a big reason why. “I get to do what I love, working with clients, getting to know them, creating a relationship where I can provide the solutions that they need,” says Rachel.

Rachel began her Regions career as a teller, was promoted into branch management and, after extensive training, moved into a financial consultant role. At every stop in her career journey, putting customer needs first has been instrumental in her success. “Whenever I initially meet with a client I ask them a lot of questions, get to know them, find out about what their current financial situation is, what their goals are and where they’re headed in life. Whether they are just starting out, starting a new job, starting a family, or whether it’s someone that is close to retirement or even in retirement. Then it’s about creating the right financial plan that fits their needs. And adjusting it as their goals and needs change.”

Educating customers about investment choices and products and how they align with life goals is an important part of the job, as is leveraging Regions360SM to bring the right solutions and the right bankers to the table to address client needs. But for Rachel, there’s nothing more rewarding than assisting a customer when help is most needed. She recalls a memorable example: the daughter of an elderly woman with dementia who was deeply concerned about being able to afford her mother’s care. The daughter had power of attorney but had little information about her mother’s assets. With Rachel’s help and research, several annuities and investment accounts were identified, enough to fund the mother’s nursing care, and were consolidated into a single place. Recalls Rachel, “We didn’t make any changes to the investments. Our main goal was to make this customer’s life better so she could take care of her mother. So that was a huge relief for her and her sister. That’s the part of my job that I love, because at the end of the day I know I really helped these people at a difficult time in their lives.”

Our work to deepen customer relationships in 2015 produced positive results across the categories that are most important to Regions’ continued progress. The needs-based relationship banking approach we call Regions360SM was a big contributor to our success. Quite different from a product-centric sales strategy, Regions360SM begins each relationship by identifying each customer’s unique needs, then matches those needs to Regions capabilities – which for consumers can encompass loans, savings and checking accounts, credit and debit cards, IRAs, Wealth Management solutions, insurance services and more.

This needs-based approach is resonating with both consumer and commercial customers. Last year we grew both households and checking accounts, recorded a 6 percent(1) increase in loans, and increased average deposits by $3 billion, or 4 percent, from the previous year. Those quantitative measures are joined by qualitative metrics that indicate we are fulfilling our commitment to deliver for customers. In 2015 Regions was ranked No. 1 among banks by the American Customer Satisfaction Index and earned designation as the Most Reputable Bank in the U.S. from the Reputation Institute.

Quotes

I always like to be educated and I like to know what the future could bring for me. Regions showed me my finances as they are now, but they also showed me what the possibilities are in the future.”

Regions customers like Ciara Corley know that a great banking experience goes beyond products and rates. Most importantly, it depends on having trusting relationships with bankers who work to understand customer needs and help them reach financial goals. Ciara, who lives in Centerville, IL near St. Louis, holds a master’s degree in education and plans to one day earn her Ph.D. Today, she works as a program manager in an after-school program. In the future, Ciara hopes to pursue her dream of entrepreneurship and open an educational center in her home town of Centreville.

Ciara knows that reaching her educational and career goals requires saving, smart budgeting and making good financial choices. There are existing college loans to pay down and savings are needed for her Ph.D. “I’m living with my mom now and I’m saving money. Education is a very important factor in my life. As my dad always said, ‘Education is the one thing no one can ever take away from you,’” says Ciara. She regularly visits her local Regions banking center, where she’s benefited from one-on-one financial education and guidance from branch associates. She also uses My GreenInsights, Regions’ online, money management tool that provides a comprehensive view of her finances. The interactive tool includes features to categorize income and spending in order to create a personalized budget, set spending targets, track cash flow and identify ways to save more.

The small town of Centreville has faced its own economic challenges and, with Regions to help guide her financial future, Ciara wants to contribute to positive change. When her father passed away she inherited the building that formerly was the site of his contracting business. It is there she hopes to, one day, launch her own business. “My parents stayed in this town because they really want to build this town up, to make it better, and to give back to the community. So my real hope and dream is that I can open up my educational center. I want to reach out and better my community. And I can do that with education.”

Regions reaches its 4.4 million customer households in many ways – through more than 1,600 branches in 16 states, nearly 2,000 ATMs, 1.4 million mobile app users and more than 90 million Contact Center calls a year. Through each of those interactions we work to match our solutions with the unique needs of customers like Ciara, to deepen relationships, and to deliver great service that builds upon our reputation for trust.

(1) Adjusted for the reclassification of $834 million of certain leases out of loans into other earning assets at year-end. For further detail see page 19 in the fourth quarter 2015 supplement.