Independent Bank

About Independent Bank

Independent Bank is a community bank that positions itself as "Michigan's most people-focused bank," operating with a core philosophy that puts people before money. Independent’s values center on inspiring financial independence today with tomorrow in mind, emphasizing being human, helpful, and in tune with everyday life. Following a comprehensive brand research project, Independent redefined what it means to be a people-focused community bank, creating a foundation built on genuine care for customers' financial well-being and long-term success. Their commitment extends beyond traditional banking services to empowering customers on their financial journey through personalized support and accessible solutions.

Challenges

• Overwhelming Navigation and Design: The previous website was designed to display everything offered, instead of guiding customers to what they needed. Users struggled to find information quickly, with an unintuitive layout that hindered rather than helped their banking journey.

• Missing Core Product Information: Essential consumer products were entirely absent from the site, including auto and RV loans, mortgage refinancing, and CD and money market accounts.

• Inadequate Support Resources: Frequently asked questions received by the support team went unanswered online, creating unnecessary roadblocks for customers. The website provided no clear way for customers to easily connect with real bank representatives when needed.

•Inconsistent Brand Voice: Content was written with industry jargon and unclear messaging that didn't reflect Independent's people-first philosophy.

•Limited Commercial Banking Content: Business clients lacked access to essential tools and insights.

•Outdated Tools and Structure: The site lacked modern capabilities like personalization, intuitive search, and data-informed content delivery.

The Solution

SilverTech partnered with Independent to completely rebuild its digital presence from the ground up. The new website is hosted on HubSpot and integrates seamlessly with Independent's core banking system and predictive analytics software. Every aspect was reconstructed, including architecture, content, design, and functionality, using data-driven tools, AI, and a reimagined user experience to simplify banking while putting people first.

A critical decision during development was to implement an AI-powered search solution rather than a standard search tool. This intelligent system allows users to ask any question and receive context-aware answers directly on the page, without needing to navigate away or click through to other sections. Unlike traditional website search functionality, this AI solution seamlessly incorporates relevant CTAs within the conversation, creating a more integrated and actionable user experience.

SilverTech delivered far more than the standard content migration. The team provided strategy, execution, and innovation, ensuring personalization features were fully launched and live on day one, giving users a tailored experience from the start.