Social media

Under Jill Castilla, the once-sleepy Citizens has been transformed into a thoroughly modern institution that has become a model for other small banks trying to stay relevant in an increasingly competitive financial services marketplace. For that reason and more, she is one of American Banker's three community bankers of the year.

As the digital era continues to force banks to rethink what and who they are, institutions are increasingly pressured to relay their brand messages to consumers through newer mediums and in emotional ways rather than hard sales pitches.

A customer's social media presence provides a window to the soul, which a more traditional credit history cannot touch.

Banks have a lot of work to do to modernize branches and keep their technology on par with other businesses' digital tools. Here are some ideas worth borrowing from retailers, restaurants and consumer electronics makers if banks haven't adopted them already, says appointment-software firm Financial Management Solutions.

SunTrust Banks in Atlanta has hired Corinne Cuthbertson as a brand, advertising and digital marketing executive.

U.S. Bank recently updated its mobile app to a system that would allow it to react more quickly to new technology. It's going to need that flexibility now that consumers are complaining about missing features in the latest upgrade.

The competitive environment has raised the importance and profile of marketing, but many banks are still trying to market themselves on a shoestring budget.

There's another fintech accelerator coming to New York.

Kabbage is one of many nonbank lenders looking to partner with traditional financial institutions. But the firm is facing a tough sell with bankers who worry about the risks associated with ceding control of the loan-underwriting process.

During the recent market volatility, apps that aim to lure non-typical investors into the market faced a problem with which all digital-only financial products contend: no office to visit for reassurance. Companies turned to emails, tweets and pop-up messages to try to replicate the soothing voice.