20 for the Next 20: Aaron Vallely, Hawaii State Federal Credit Union

The executive VP of retail experience and operations has “revolutionized” banking by introducing customer-friendly technology.

Aaron Vallely’s father adopted every new device that could improve his family’s lives, and that included an early car phone. Vallely says that “giant brick” plays a part in his vision today of using innovations to make banking easier and more accessible for people.

“I’ve always been interested in technology in terms of how we use it to better our members’ experience,” he says. Vallely started at Hawaii State Federal Credit Union in 2006 and, at age 21, became one of HSFCU’s youngest branch managers. He now oversees nine departments and more than 100 employees.

“His work has revolutionized how many financial institutions, both here and nationwide, approach customer experience,” says Andrew Rosen, president and CEO of the credit union. “His leadership is felt across every corner of our organization. Aaron isn’t someone who just meets goals – he redefines what those goals should be.”

In 2019, Vallely designed the Branch of the Future in Salt Lake. Instead of traditional teller lines and counters, it uses interactive teller machines and interactive touch tables for members to explore products and services. Within its first year, Rosen says, the branch was HSFCU’s top-performing location and ranked highest in customer satisfaction.

“This technology is so intuitive that members enjoy banking on their own,” Vallely says. “Plus, it frees our employees to have the opportunity to get to know our members, with relationship building and consultative services.”

While many institutions use ITMs primarily for remote transactions and to replace tellers, Vallely says, “We didn’t use the ITMs as they were designed; we adapted them to fit our culture here in Hawai‘i. People here want face-to-face connection, and we utilized the ITMs to enhance, not replace that bond.”

He also led the launch of palm vein biometric authentication at select locations. The technology securely identifies members, eliminating the need for cards or IDs during visits. He says HSFCU was the first organization in the nation’s banking sector to integrate that tech into ITMs.

“It’s faster, more secure and a prime example of how Aaron’s forward-thinking leadership continually raises the bar for innovation in banking,” Rosen says. “Since the launch of the Salt Lake branch, he and his team have consulted with over 125 financial institutions locally and across the country. He doesn’t just share ideas – he builds relationships, fostering a network of innovation and mutual learning that benefits the entire industry.”