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Betty Cowell

Managing Partner

Bank Earnings Solutions

An expert Retail Banking executive with extensive experience in driving retail and small business growth by  leading transformational change, implementing sales and service management systems, developing new products and channel capabilities to create unique customer value propositions.


 For the past 30 years Ms. Cowell has held key executive Retail Banking positions with leading US Banks, e.g. Bank South, First Union/Wachovia/Wells Fargo and Whitney Bank.  In addition she has served on several industry boards such as Banking Administration Institute’s (BAI) board of directors, Consumer Banking Association’s (CBA) Government Relations Council and VISA’s Deposit Executive Council.  Ms. Cowell has an extensive network of contacts in the Retail Banking industry.


Throughout her career, Ms. Cowell has led significant performance improvement initiatives by leveraging management and organizational processes, performance metrics and incentives, product and channel capabilities, customer value propositions, and marketing/sales campaigns. As a top Retail Banking leader at Wachovia she placed great emphasis on employee engagement, leadership skills and analytical disciplines which provided her with the right foundation for effective strategy development and implementation. She has a unique combination of excellent communication skills, peer relationships and industry knowledge.


Ms. Cowell was appointed the first female Executive at Whitney Bank and led the Retail and Business Banking line of business. At that time, Whitney Bank had $10 billion in assets and 150 branches in New Orleans, LA., Alabama, Mississippi, Florida, and Texas. Accomplishments in the 2.5 years prior to Hancock Bank’s purchase of Whitney Bank, include leading a turn-around in performance of the Retail Bank with the introduction of new sales and service management processes, new sales incentive systems, the introduction of the official “Saints” debit card following the Super Bowl win which ultimately changed the direction of checking growth from a decline of 6% year over year to a growth of 6%.


At Wachovia, prior to the Wells Fargo merger, Ms. Cowell served as the Executive in charge of Sales and Service for 2 years following an assignment of 6 years as the Executive responsible for the Deposit and Debit business which had a $7.5 billion dollar P+L. This assignment followed the merger of First Union and legacy Wachovia. At legacy Wachovia she was responsible for Deposits, Network Management Decision Support, Staffing Models, Operational Support, Risk Management, Sales Reporting and Analyses.


While leading the Deposit Business at Wachovia, Ms. Cowell forged a relationship with BAI to develop a deposit bench-marking tool in collaboration with US Bank and Wells Fargo for the top 25 US banks.  Ms. Cowell then served as a Director at BAI for 6 years and was Vice Chair prior to leaving Wachovia. Board members represented the top talent in Retail Banking across the industry.


Ms. Cowell also served on the CBA regulatory advisory board to develop industry comments on various rules and regulations that were being proposed to regulate the processing of NSF/OD business. The CBA serves as a banking lobbying group based in Washington, D.C. The board is comprised of the top Deposit Executives across the US..


While leading the Deposit and Debit card business it was her responsibility to advise Ben Jenkins, Head of Wachovia’s General Bank on rule changes impacting the card business that would be voted on by the VISA Board of Directors. She served on the Deposit Executive Council of VISA USA for 5 years, which allowed her to develop relationships across the payments industry.


Ms. Cowell has been a frequent speaker at industry functions in the US and Europe and is still considered an expert in the deposit and payments business in the US.


Ms. Cowell relocated her family to Atlanta in 2011.  She recently completed a consulting engagement working with Wells Fargo’s digital channels group. Additionally, she has joined forces with Bank Earnings Solutions to support business development objectives for BES clients.


Ms. Cowell is a graduate of the University of Kentucky with a BS in Accounting. She is married and has two children. She enjoys the Kentucky Wildcats Basketball team, tennis, traveling, and working with young entrepreneurs in the Atlanta Small Business community.