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Cardtronics introduces 'Preferred Branding' for FIs

July 30, 2013

Retail ATM operator Cardtronics Inc. has expanded its ATM branding product line with the launch of a new program — Preferred Branding — that increases FI and accountholder access to premium Cardtronics ATM locations.

The traditional branding solution from Cardtronics, Principal Branding, allows a single FI to brand an ATM using items such as toppers, screens and exterior signage, Cardtronics explained in a press release.

By contrast, Preferred Branding allows up to nine FIs (in addition to a Principal Branding partner) to brand a single terminal, offering customers fee-free account access at previously unavailable premier locations, Cardtronics said.

The logo of each Preferred Branding institution is displayed on a decal affixed to the door of the ATM safe.

As with Principal Branding, Cardtronics facilitates the transfer of location data to the FI's ATM locator tools.

San Antonio, Texas-based Frost Bank and Lake Jackson-based Texas Dow Employees Credit Union are using both the principal and preferred programs for branding, the company said.

Cardtronics North America business group president Rick Updyke said Preferred Branding allowed the company and its partner FIs  to offer surcharge-free access to the largest possible number of accountholders.

"Preferred Branding, whether as a standalone product or as a complement to Principal Branding, is about making the convenience of Cardtronics' ATM fleet available to more financial institutions than ever before, giving them a new, cost-efficient option to expand fee-free ATM access for their customers," he said.

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