News

Texas FI leverages ATM outsourcing to grow its brand

April 9, 2014

Commercial Bank of Texas, a community bank with $530 million in assets, is moving into the north Texas market — without the usual expense that accompanies an expanded service footprint.

Instead, the Nacogdoches-based FI is leveraging high-traffic ATM facilities secured by Dolphin Debit to carry out its expansion, according to an announcement from Dolphin Debit. The company is a full-service ATM provider that owns and operates ATMs on behalf of FIs.

Dolphin worked with CBTx to put the FI's brand on selected ATMs in the Dallas-Fort Worth area and other north Texas locations. All sites are high-traffic Murphy USA fuel locations adjacent to Walmart stores. Murphy USA is the exclusive gas station operator for Walmart.

Dolphin Debit owns exclusive rights to place financial institution ATMs at Murphy USA facilities in several southern and southeastern states. The IAD has installed CBTx ATMs in six Murphy USA locations so far, with a seventh coming soon.

"With ATMs, high visibility and high traffic are the keys," said Dolphin Debit president Ben Allen. "We deliver both of those, particularly through our relationship with Murphy USA, since everybody wants to take advantage of Walmart's traffic. With that relationship and our turnkey approach, we can help a bank or credit union expand their ATM network quickly and painlessly."

According to the release, Commercial Bank of Texas is already seeing results, in both increased surcharge income and greater visibility in Collin, Denton, and Tarrant counties.

"We wanted to deliver the brand to the Dallas-Fort Worth market," said Kurtis Acosta, AVP of virtual banking for CBTx. "We have seen strong traffic counts in these new ATM locations, and this is paying off not only financially, but also in marketing value. Our brand is being seen every day by people we could not have reached otherwise."