Florida Banking February 2022

THE MAGAZINE OF THE FLORIDA BANKERS ASSOCIATION WWW.FLORIDABANKERS.COM FEBRUARY 2022

Dana Kilborne, President and CEO

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Editorial & Executive Offices 1001 Thomasville Road, Suite 201 Tallahassee, FL 32303 850-224-2265 www.floridabankers.com Advertising & Production Offices 945 Winnetka Ave. N., Ste. 145 Golden Valley, MN 55427 952-835-2275 For advertising information, contact Valerie Fischer, sales account executive 913-261-7055 Valerie@NFRcom.com For reprints or single issues, contact 800-336-1120 Statements of fact and opinion are made on the responsibility of the authors alone and do not imply an opinion or endorsement on the part of the officers or members of FBA. Florida Banking is published 11 times annually with a combined issue in December/January. Subscription price is $50 per year for nonmembers. Postmaster, send address changes to Florida Bankers Association, P.O. Box 1360, Tallahassee, FL 32302. Copyright 2022 Alex Sanchez President and Chief Executive Officer Fax 952-835-2295 www.BankBeat.biz

THE MAGAZINE OF THE FLORIDA BANKERS ASSOCIATION

VOLUME 37

NUMBER 1

FEBRUARY 2022

ON THE COVER 8 - - - - - - Cypress Bank & Trust: A 25-Year-Old Trust Company, Branching Out CONTENTS 4 - - - - - - - - -Chair’s Message 6 - - - - - - Straight Talk from the President’s Desk 12 - - - - Government Relations: BankPac Report 13 - - - -Florida BankPac Update 16 - -BancServ Endorsed Partner: Effectively Bridging the 3 Major Gaps Between Connected TV Advertising and Marketing Attribution 18 - - - - - Organic and Planned Evolution - FSU College of Law Juris Master in Financial Regulation 21 - - - -FBEF Provides Financial Assistance for Bankers Continuing Their Education 22 - - - - -Women in Leadership Conference 2021 24 - - - - - Personal Transactions 26 - - - - - - - - - - - - - Kudos 28 - - - - - - FBA Staff Spotlight 30 - - - - - - - Upcoming Events 31 - - - - - - - - Did You Know? 31 - - - - - Advertising Directory

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Florida Bankers Association asanchez@floridabankers.com Pamela Ricco Executive Vice President and Chief Operating Officer Florida Bankers Association pricco@floridabankers.com Brooke Harrison Publications Director Florida Bankers Association bharrison@floridabankers.com

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6

Fab Brumley Chair

Bill Penney Chair-Elect

Greg Nelson Immediate Past Chair

Lloyd DeVaux Second Immediate Past Chair

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On the Cover: Cypress Bank & Trust President and CEO Dana Kilborne

Florida Bankers Association: The voice of Florida banking since 1888.

Photos by Daniese Betito, Images for Business, Orlando, FL

CHAIR’S MESSAGE

2021 YEAR IN REVIEW

BY FAB BRUMLEY, FBA CHAIR

T he new year brings excitement and a sense of possibility. Before we look forward to the many opportunities of 2022, I believe it’s helpful to look back and celebrate our progress both as an industry and as an association. In 2021, our industry spoke out about several big issues, including the IRS reporting requirement, the climate reporting requirement which would have banks act as “climate police,” the SBA direct lending program, and the President’s OCC nominee. It is largely thanks to your advocacy and outspokenness that the IRS reporting requirement was tabled (for

In November, more than 200 Florida bankers participated in an FBA Town Hall meeting with Gov. Ron DeSantis. We welcomed the Governor and thanked him for his efforts and leadership in keeping Florida safe and open for business. While 2020 taught us to appreciate these virtual meetings for the convenience and accessibility, in 2021 we were able to take a hybrid approach. It was refreshing to meet face-to-face again for many of our educational events. Most notably, our 132nd Annual Meeting at The Breakers in Palm Beach. Other educational opportunities included FBA’s

now), and that the candidate put forth by our President withdrew her nomination. The political pressures continue as we now look to replace the incredible leadership of our FDIC Chair in this quarter following her resignation in late December. Our state, in particular, gained the ear of representatives who wanted to understand bankers’ perspectives and the impact of these issues on

School of Banking and Trust and Wealth Management School, the Trust and Wealth Management Conference, and our recent Women in Leadership Conference. These events brought us together to network with peers and to advance our knowledge of the industry and its goings-on. As we kick off our 2022 legislative session, we can all look forward to the FBA’s experienced

bank customers. Though we were not always able to meet face-to-face, we continued to nurture these relationships and to make our voices heard. Our annual D.C. “fly-in” with the California Bankers Association last fall was a big success. Members of both associations joined us virtually to meet with 11 representatives, including Congressman Blaine Leutkemeyer (R-MO), FDIC Chair Jelena McWilliams, and Bharat Ramamurti, who gave us a White House Economic Briefing.

Government Relations team’s representation at the Capitol and remain optimistic as we support them. I encourage you to make your voices heard by sharing your legislative concerns, attending FBA events, and watching for and responding to the FBA’s calls-to-action. Be sure to mark your calendars for our 134th Annual Meeting at the Ritz-Carlton Grande Lakes in Orlando on June 5-8. I hope to see you there. You can register online today at www.floridabankers.com.

4 — FLORIDA BANKING THE VOICE OF FLORIDA BANKING

BancServ Endorsed Partners BancServ, Inc., was created by the Florida Bankers Association as an innovative approach to solve problems for financial institutions. By providing research, testing and offering products and services at a discounted rate, BancServ is saving Florida banks two incredibly important resources: time and money. This extensive research and screening performed by BancServ before it contracts with a vendor has allowed institutions of all sizes to become more efficient and effective. BancServ,Inc. is creating profitable conditions, solving problems and meeting needs with significant value for all financial institutions. For more information please call Pamela Ricco, CEO of BancServ at 850-701-3514 .

STRAIGHT TALK FROM THE PRESIDENT’S DESK

MY TIME IN IOWA, PART IV: IN THE HEART OF THE LAW SCHOOL EXPERIENCE

BY ALEJANDRO “ALEX” SANCHEZ, FBA PRESIDENT AND CHIEF EXECUTIVE OFFICER

L ife at Iowa Law was a great experience. The University of Iowa faculty and local Iowans were very caring people. They always showed much concern that this veteran and Floridian’s needs were being met. I will remember many things about Iowa, but the two that stand out to me are the people and the great education I received at the University of Iowa College of Law. As I entered my senior year, I was looking ahead to graduation. I had done an extra semester in the summer so I could graduate in December of 1983 ahead of my class, which would graduate May of 1984. I was ready to graduate and “start my real working life.” After almost five years in the United States Air Force and three years of law school, I was ready to get back to Florida, start a family and begin working. But first I had to finish that last semester and successfully pass all my classes. Law school exams were no picnic. They usually lasted four hours and were a combination of multiple choice and essay. There were no midterms, so your entire grade was based on this one exam. I learned quickly in law school that class participation did not matter in most classes; even students who never spoke up could pass the class so long as they aced their final exam. My professor who taught Property Law, Charles Davidson, was a great person. Professor Davidson lectured, lectured and did more lecturing. He wasn’t too keen on students asking questions or interrupting his lectures with comments. I learned quickly in his class that good notes were critical. If you took good notes in class, he gave you the questions and answers to the final exam. The challenge was solving the riddle of finding those questions and answers in my hundreds of pages of notes. On a personal note, I learned years later after graduating that Professor Davidson was a military veteran who served in WWII. I wish I had known that at the time. But back in those days there was no

internet and having personal conversations with some professors just did not happen. There were two classes I took at Iowa Law that, looking back, I do not know why I tortured myself by taking. I guess I wanted the challenge when, in fact, all classes were difficult. I signed up in back-to-back semesters for Professor Larry Ward’s Taxation I and Taxation II classes. The first class dealt with personal taxes and the second with corporate taxation. Professor Ward was a former Deputy IRS Tax Commissioner. It was the most difficult class that I have ever taken. On Day One of these tax classes I learned the hard and cruel reality that was facing me: our textbook was the IRS Code, a thick and heavy book with the smallest of font sizes to read. To this day, I do not know how I passed these two classes when my entire grade was based on a four-hour exam. Time was beginning to run out for me at Iowa as December quickly approached; like everything in life, you realize how fast time flies. Graduation came and my law school colleagues graduating with me all had the same thought: Why weren’t we happy? Graduating from law school was the most somber graduating experience one could have. The reason for this was a simple one: We knew we faced more training and the passage of the state bar, another five-hour exam. Nevertheless, in life it is one step at a time. To get to the Bar exam you must graduate from law school, and that’s what I was doing. My memories from Iowa law have stayed with me all my life. I have always been thankful to Iowa for being accepted there and for my law school experience. I have had several opportunities to return to Iowa City and to the school, and it is something I have cherished each time. I hope you have enjoyed this four-part series about my time at Iowa Law. Part five and the final one involves Judge Vann and returning to Miami after graduation.

6 — FLORIDA BANKING THE VOICE OF FLORIDA BANKING

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A 25-Year Old Trust Company, Branching Out

C ypress Bank & Trust (formerly Cypress Trust Company) is an established 25-year-old trust company that successfully converted its trust charter to a bank and trust charter. Originally founded as a Florida chartered boutique corporate fiduciary in 1996, the recently converted and re-named Cypress Bank & Trust celebrated its 25th anniversary as a full-service trust and investment management company in October 2021. CEO Dana Kilborne joined the board of Cypress Trust in April 2018. A little more than a year later, the board turned to Kilborne for her financial services background, and those conversations led to the decision to convert Cypress to a bank and trust with Kilborne as CEO. The company raised initial capital for the trust company in April 2020, filed its bank application in August of the same year, raised bank capital in December 2020, and opened as Cypress Bank & Trust in August 2021. “Most times an existing bank elects to start a trust division. But for us it was the reverse, which is very unusual,” said Kilborne. “The addition of banking services really complements the trust company business model. Teaming up with veteran bankers like CFO John Marino (who Kilborne worked with early in their careers), and directors John Tranter and Robert Goldstein has been great for our 55-employee de novo.” Cypress currently has four full-service offices throughout Florida with additional trust offices in Winter Haven and Naples and a Trust Administration and Loan Production Office in Winter Park. “We already have an enviable footprint,” said Kilborne. “Reception to the expansion of banking services has been very positive and there is a lot of opportunity to continue to expand with banking professionals in all of our markets. We have also welcomed two seasoned trust and portfolio management teams, inspired by the opportunity to help build a Florida-based bank and trust in a nimble, boutique environment.” Kilborne believes that adding banking services was a natural extension to serving the financial needs of the whole client. While loyal trust clients can now bank with Cypress, so too can banking clients turn to the company’s experienced fiduciaries and portfolio managers. Business owners and professionals often

turn to their bankers for advice about managing their money and properly setting up a trust. “Mortgage, lending, banking services, trust services, and portfolio management, we’re now equipped to provide all of those services,” said Kilborne. “Our trust professionals and portfolio managers love that they can offer their clients banking services now.” The company puts its clients first. Kilborne and the Cypress team carefully consider every part of the customer’s experience, from online banking and electronic delivery of products and services to how it feels when one walks through the doors of a Cypress Bank & Trust branch. “We make our clients a part of the process,” said Kilborne, speaking about recent technological improvements in the area of mobile banking. The bank invited loyal clients to participate in an online banking focus group. These clients were chosen for their heavy usage of online banking technology from Cypress bankers’ former banks and were asked to sit in during technology demos with vendors.

“MOST TIMES AN EXISTING BANK ELECTS TO START A TRUST DIVISION. BUT FOR US IT WAS THE REVERSE, WHICH IS VERY UNUSUAL.” - DANA KILBORNE

“We know how online banking feels from our perspective [as bankers], but we don’t really know how it feels from the client’s perspective, as they’ve never been offered a seat at the table. Typically, we know only when it doesn’t work, but not their wish list,” said Kilborne. The clients were vocal about their evaluation of the systems in meeting their needs and expectations and gave the bank input on the top three vendors.

Kilborne believes that every banker has a role to play in showing clients that banks can and will adapt to meet their individual needs and exceed expectations, not just fill an order. Walking into the recently renovated bank branch in Melbourne, Fla., it’s hard to believe that the space was once a gourmet deli. In fact, it’s hard to believe that the stylish, comfortable space is a bank. “We want [our space] to feel comfortable, safe, approachable, streamlined, and forward,” said Kilborne. “We bank our clients wherever and whenever they want to be banked; that means they are welcome to come into the branch, but they don’t have to. Even so, we want each branch to be a place that they would enjoy visiting.”

Cypress Bank & Trust, Continued on page 10

WWW.FLORIDABANKERS.COM FEBRUARY 2022 — 9

Cypress Bank & Trust CEO and President Dana Kilborne (center) with Maria Rodammer, SVP and senior commercial lending officer (left) and Stacy McGinty, SVP and marketing and client experience director.

a plant indigenous to Florida symbolizing history, experience, and dependability.

Cypress Bank & Trust, Continued from page 9

There are plenty of comfortable meeting and lounge spaces. Each “office” sports matching furniture on both sides of the desk so that an unoccupied desk might be used by employees and clients alike.

The Cypress Bank & Trust website has this to say about its symbol: “A tree of longevity, the Cypress tree grows for generations. It is evergreen, adaptable, and a valued resource. These are traits that define our brand now and in the future. We are sturdy with proven longevity. We are agile and transparent.”

“YES, THERE ARE A LOT OF FINANCIAL SERVICE PROVIDERS, BUT THERE ALWAYS HAVE BEEN. THERE IS ALWAYS ROOM FOR A GOOD BOUTIQUE BANK AND TRUST THAT LEADS WITH THE CLIENT FIRST.” - DANA KILBORNE

There are no unsightly cords or equipment to be seen. Wires and cords are threaded through the desks and into the wall. Even trash cans are tucked away in convenient storage spaces and shared printers slide out of unassuming cabinets. At Cypress Bank & Trust, the attention to detail is about brand consistency and continuity

As its leader, Kilborne has the support of a strong team of creative and independent thinkers. This is the expectation and the culture at Cypress Bank & Trust. “We remove hurdles and empower talented people by providing the tools they need to be successful,” said Kilborne.

to create an experience for clients that they can trust. The company’s brand symbol is the Cypress tree,

10 — FLORIDA BANKING THE VOICE OF FLORIDA BANKING

She is grateful, too, for an experienced and engaged board. Every member of the board is an investor in the company, which Kilborne notes is meaningful to the company and the communities Cypress serves. “When you look at successful community banks, they all have engaged boards,” said Kilborne. “Our board is engaged for many reasons, including commitment to their communities and representing shareholders' interests. We are fortunate to have successful, community-minded, known individuals representing a broad variety of industries and geographies with quite a bit of prior community bank experience in our directorate.”

Looking forward, the bank’s goal is to expand in the state of Florida, but this doesn’t necessarily mean geographically. “Yes, we could put branches wherever we have good bankers, but Covid taught us we don’t need a branch on every corner. Good bankers and tenured professionals have always been the key. We’re already well-positioned in Florida and we’ve got great people in those markets, so it’s about filling out our footprint,” said Kilborne. “Yes, there are a lot of financial service providers, but there always have been. There is always room for a good boutique bank and trust that leads with the client first.” Dana Kilborne is the President and CEO of Cypress Bank & Trust and CEO of Cypress Capital Group. She is also a Director with both companies. She was the founding President and CEO of Florida Bank of Commerce, formerly known as Prime Bank (December 2004), which was sold to Sunshine Bancorp (2016) and later to CenterState (2018). Kilborne has more than 30 years of experience in the financial services industry in Florida. She began her career in South Florida during the savings and loan crisis, where she worked for several South Florida financial institutions. Her work in South Florida took her to Brevard County in conjunction with bank acquisition work. While serving as Chief Loan Administration – Commercial Banking-Florida for Wachovia Bank, she was asked to relocate to Brevard County permanently and head up the Central Region Commercial Banking Team. In that capacity, she also served as Brevard County Executive Manager for Central Florida. She served as a Director of the Federal Reserve Board of Atlanta Bank, Jacksonville Branch, from 2014-2017. Kilborne is active in the community and serves on the board of many organizations, including HealthFirst Inc., Florida Tech, NCMIC, and Sidus Space, Inc. While in South Florida, she served on the Downtown Development Authority of West Palm Beach and Rosarian Academy, and was awarded the Orchid Award by the mayor of WPB for her leadership in the community.

MEET DANA KILBORNE, PRESIDENT AND CEO

WWW.FLORIDABANKERS.COM FEBRUARY 2022 — 11

GOVERNMENT RELATIONS

BANKPAC REPORT

BY ANTHONY DIMARCO, FBA EXECUTIVE VICE PRESIDENT AND DIRECTOR OF GOVERNMENT AFFAIRS

T he 2022 BankPac Board of Directors is ready to make BankPac a success! The BankPac Board is made up of bankers from across the state and from different sized financial institutions. The members of this year’s BankPac Board of Directors are: • Angie Barger , Chair, First National Bank NW Florida • Tom Basta, Citibank, N.A. • Ralph Betancourt, First Colony Bank of Florida • Susan Blackburn, Seacoast Bank • Ed Canup, Capital City Bank Group, Inc. • Guillermo Chiang, ServisFirst Bank • Simon Cruz, Intercredit Bank, N.A. • Jose Cueto, International Finance Ban k • Tom Deison, Hancock Whitney Bank • Joseph Dorsey, ViZ Bank and Trust, N.A. (I/O) • Mike Durkin, MidWestOne Bank • Moyle Fritz, First National Bank Coastal Community • Jason Isbell, Regions Financial Corporation • Neil Kinnebrew, Synovus Financial Corporation • Jeff Klink, Valley National Bank • Greg Littleton, Citizens Bank & Trust • Dennis Murphy, Gulfside Bank • Bill Norris, Florida Business Bank • Isis Pacheco Velasco, Interamerican Bank, FSB • Tom Pennekamp, Truist Bank • John Primeau, Centennial Bank • Rick Pullum, One Florida Bank • Jeff Rabren, Regions Financial Corporation • Eric Schreck, TrustCo Bank • Mike Sleaford, South State Bank • Kelly Smith, Wells Fargo Bank, N.A. • John Thompson, Central Bank • Rob Trott, First National Bankers Bank • Amy Hale, BMO Private Bank • Frank Hall, BancorpSouth Bank

The FBA Board of Directors and the BankPac Board of Directors thank all who have made contributions to BankPac throughout the years. BankPac funds are essential for supporting candidates who advocate for a free and competitive marketplace. BankPac contributions help to protect the future of our member institutions. Please donate an item to the state BankPac Silent Auction, which will be held at this summer’s Annual Meeting. A big thank you to First National Bankers Bank (FNBB) for its generous sponsorship of the Silent Auction to make sure it is a huge success. Thank you FNBB!! Once again, the FBA thanks its 2022 BankPac Board of Directors for their time and talents in helping this critical mission.

12 — FLORIDA BANKING THE VOICE OF FLORIDA BANKING

Florida BankPac Update PAC contributions for 2021: $275,081 Contributions received between 1/1/2021 and 12/31/2021

Contact Cheryl Tucker (ctucker@floridabankers.com) when your institution achieves 100 percent board member BankPac contributions.

BMO Private Bank Amy Hale Cadence Bank, N.A.

Citizens First Bank Jay Bartholomew Lindsey Blaise

Donald J. Quincey, Jr. Edison National Bank John Ammons Elizabeth Aurensan Greg Blurton Karen Brazelton Lenor Cross Christina DePari David DuVall Pamela Edwards

Banks with 100 percent board member contributions: Central Bank Community Bank of the South

C. Dale Borrowman Tina Campbell Belinda Cooper Kristen Crawford Michelle Crawford Ginger Devine J. Kent Ernst Cindi P. Falanga Courtney Gage Mark D. James Glenda Kalitzki Stephen T. Kurtz Monica Lester Rebecca C. Miller Robert P. Purvis April Richey Matthew T. Riley G. Michael Smith Kathryn Thomas

Caldwell Trust Company Camp Grove State Bank Capital City Bank Group Thomas A. Barron Robert J. Beauchamp William F. Butler Stanley W. Connally, Jr. Bethany H. Corum Cader B. Cox, III J. Kimbrough Davis

Edison National Bank First Bank, Clewiston

BankPac contributions: 5iron Jason Bradley Amerant Bank Millar Wilson American Commerce Bank, N.A.

Lisa Hobson June Howard Leah Kirby David Lowden Susan Nasworthy Kim Nyberg Wilmaris Ocasio Patrick Philbin

J. Everitt Drew Laura Johnson Blucher B. Lines S. Craig McMillan Kenneth D. Pratt

Ameris Bank Anthem Bank

Geoffrey Roepstorff Robbie Roepstorff Richard Shera, Jr. First Bank, Clewiston Bryan Beer Mary E. Carroll Andrew Couse Miller Couse Earle Edwards, III Karl E. Larsen Thomas Perry Morris Ridgdill Carey Soud Deborah Van Sickle

John G. Sample, Jr. William G. Smith, Jr. John Jeffry Wahlen Capital City Trust Company

Rodger Shay BancorpSouth Bank

Tammy Vega Brad Weber Martina Weiss Heidi R. Wells Tracy Williams Laura Williamson Commerce National Bank & Trust

Jeffrey DiBenedictis Frank A. Hall Norris F. McMahon Timothy S. Prather Jami Searle

Capital One Central Bank

Walter R. Andersen Scott Kohler Arvind Patel Dinubhai D. Patel Jayesh D. Patel Jayesh K. Patel Jiten Patel Mahendra Patel Nilesh Patel Rajeshkumar C. Patel Shilen K. Patel Vijay Patel Anand Sabapathy John Thompson CFT, International Connie Laguna Citizens Bank & Trust Jinx W. Chaney Tiffani R. Gozdur Cynthia W. Henry Jan Melinda Herrin Sharon R. Johnson Sherry B. Kelley Greg Littleton Robert A. Loftin William G. Middleton Bonnie B. Parker Lori J. Wilson William Brian Yates Citizens Bank of Florida Tim Slattery Carlie Wynn Cosce Marianne F. George

Bank Leumi Bank of America

Ray Colado Eric Ravndal Community Bank

Fabiola N. Brumley Bank of Belle Glade Julie Bussey Stephen Prielozny BankFlorida Allen Altman Dale E. Maggard Pamela Mattox Barbara Stalnaker

Linnette Kellar Fred Leopold Jason Morehouse Justin Woodard Community Bank of the South Harold T. Bistline Stephen D. Crisafulli Maxwell C. King Kevin P. Markey Kevin B. Steele William T. Taylor Carlos K. Woodward Community Spirit Bank Brad Bolton Community State Bank Jeff Oody Consolidated Banking Services Taryn Fox Crews Banking Corporation Michael Aloian Desjardins Bank, N.A. Louis Rheaume Drummond Community Bank Paige Brookins Luther Drummond Lynetta Usher Griner

First Citrus Bank First Colony Bank of Florida Ralph Betancourt Edward E. Haddock, Jr. Bruce W. May Domingo Sanchez Thomas J. Sheehan First Federal Bank of Florida

James S. Stalnaker, Jr.

Barwick Bank

William S. Beardsley Courtney Blackburn George D. Brewer G. Wayne Cochran, Jr. Pam Hitt

John Hodas

BBVA Beach Bank

Don Anchors Tonya Calix Carl J. Chaney Peter Dyson Henry Gonzalez, III Richard Mocsari Andrew Peterson

Georgia C. Jones Keith C. Leibfried

Stephanie McClendon Lawrence A. McGrath John A. Medina, Sr. James Moses

Paul D. Ottendorf Stephen A. Smith Robert Turbeville

Charles Reeves Daniel Speight Thomas Wells Pam Woodall Bessemer Trust Company BKD, LLP Michael Belman

BankPac Update, Continued on page 14

WWW.FLORIDABANKERS.COM FEBRUARY 2022 — 13

Bob Reichert Bill Reitz

P. Compton Cramer, Jr. N. Rogan Donelly Teri A. Hansen F. John LaCivita Thomas A. Martin, Jr. Dennis B. Murphy Sam D. Norton Michael R. Pender, Jr. Charles W. Rush Drayton A. Saunders Jeff Saunders Hancock Whitney Bank Emory Mayfield Heartland National Bank Andrew S. Bible James C. Clinard Jerry T. Whidden ICI Consulting, Inc. Keith Hagen Intercredit Bank Simon Cruz International Finance Bank Jose Cueto

One Florida Bank

First Foundation Bank / formerly First Florida Integrity Bank Angela Ahearn Tina Berte Edward Borges, Jr. Kevin Bowe Darinda Boyd

Frederick G. Pullum

Tracy Reynolds Garrett Richter Thomas Robinson

Pilot Bank

Roy Hellwege Javier Jorge Rita Lowman

Joy Robinson Leticia Rocha Ron Rucker

PNC Bank Popular Bank

Connie Bristow Holly Burghardt

Charles Sammons Frances Sanders Sheri Scherdin Danielle Schilling Linda Schnell Peter Setaro Patrick Shea Michelle Sims Joe Smallwood Nate Stout Caroline Strader

Brad Butrum Bill Byington Luis Carreiro Cathy Carroll Tracy Coghill-Cokenour

Prime Meridian Bank Raymond James Bank Brian Nestor Steven M. Raney Reich & Tang Jason Blair Renasant Bank Rick Kuci Seacoast Bank

Dennis Cokenour Adam Compton

Geoff Cross Ann Crowley

Jose Cuadrado Steven Damon Michelle DeArmas Dulce Dudley Mike Dunzelman Patty Ellsworth Lisa Ervin Bob Feerick Jackie Fritsch Michael Gamache Michael Gibbons Nicole Gordon Bill Grauel Susan Grinvalsky Susan Grose Erika Guerra John Guinee Melinda Hacker Alyssa Haney John Harper Nancye Hire Joseph Hudgins Michelle Kaverman Brian Keenan Mike Kerschner Scott Koenig

Doug Tice Gary Tice

Heather Tice Peter Turner Ronetta Vetter Tom Wagor Terry Walston Scott Weidel Heather Wertz Tim Zellers

Susan Blackburn Cathy Swanson

SelectSource

Angie O’Reilly ServisFirst Bank Shazam Rich Day Bryan Kain Smart Bank South State Bank

Intracoastal Bank JPMorgan Chase

Michael Bennett

First National Bank Coastal Community R. Moyle Fritz First National Bank of Mount Dora Bob White First National Bank of NW Florida Angie Barger First National Bank of Pasco Steven D. Hickman First National Bank of South Miami Veronica Flores First National Bankers Bank Charlie W. Brinkley, Jr. Michael Malone Blake Tolbird First State Bank of the Florida Keys Karen M. Sharp Flagship Bank David Brandon Ronald Hockman

Legacy Bank

Dennis Bedley Madison County Community Bank Mainstreet Community Bank W. Ben Flowers James H. Ford Thomas D. Ingram Wendy B. Libby Hal Rogers Paul Rountree Marine Bank & Trust Company Mary A. Cone Jo-Ann L. Copeland Sandra D. Creyaufmiller

Daniel E. Bockhorst Michael L. Sleaford

STS Group Jay Lewis

Chris Nelson SunSouth Bank Sunstate Bank

Yvonne Debesa Lloyd DeVaux David A. Lieberman

Brad Kopp Mike Kozak Colleen Kvetko Mary Lashine Angelica Lastra Heather Leslie Jim Lindsay Virgil Lindsey

David S. Croom Brian C. Fowler Charles J. Gisler, Jr. Kevin J. Given Erin K. Grall Georgia L. Irish Richard L. Lynch Kevin K. Metoff Tina M. Nicholson William J. Penney Daniel Richey J. Hal Roberts, Jr. Leslie W. Stokes Mauldin & Jenkins, LLC Dianne Kopczynski Alison Wester MidWestOne Bank Thomas DiBernardo

Surety Bank

Ryan James The Bank of Tampa E.D. Armstrong, III Suzy Bateman Douglas Bishop, Jr. Bob Blanchard, Jr. Bryan Boudreaux Matt Boyd Dave Brown John Bui

Juan Lopez Adrian Lora Ed Mace Don Major Luca Maselli

Mark Klein Ken Marks Robert B. McGivney

James Nelson Joseph Oliveri Brent Sembler Robert Shaw Paul Wikle Florida Bankers Association Pete Brokaw Anthony DiMarco Kenneth Pratt Alex Sanchez Andrea Williams Florida Business Bank William R. Norris Grove Bank & Trust Gulfside Bank Tim Clarke Jennifer B. Compton Mary Rose McCarron Maggie McCormick

Mitchell Burley Melissa Burman Maureen Busch Greg Celestan Ken Cherven Aric Chevtaikin Dianne Cohrs Cathy Collins Charles Colwill Debbie Cooper Sharon Delong Kathryn Dinsmore Tim Donaldson Genna Dziloski Richard Eatman Luis Eguia Patricia Fain Brett Divers Jerry Divers

Kelly McFarland John McWilliams Barbara Melvin Frances Mendez Anne Middleton Martha Mohrbacher Darby Moore Catherine Mummert Tovah Nadassky

Minesh Dodia Michael Durkin

Nuvia Heider Daniel Klimek Demetrius Levantini Ana Maria Senica

Cindy Nelson Philip Nemni Yoel Nolasco Tom O’Reilly Nancy Ortega Matt Overmyer Aliette Pettay Susan Pogany Cal Pratt Brian Psota

Millenium Bank

Suzanne Norris New York Community Bancorp, Inc. NFP Executive Benefits Joseph Schaefer

14 — FLORIDA BANKING THE VOICE OF FLORIDA BANKING

Silas McAninch Terry McFatter

Kristen Feazell James L. Ferman, Jr. Steve Fluharty Tony Fortunato Scott Gault Ann Giles Kevin Gilligan Merlisia Gittens Donovan Glaister Ron Hernandez Erin Hesbeens Margo Hirons Beth Horner Oscar Horton Kaley Infield Rich Junkermann Kyle Keith Malorie Kent William Kent Aenoi Kounlavong Mike Krieg Owen LaFave Alison LaPointe Tom Lee Thomas Leto Toby Lincoln Jon Locklear Tim Mann Joe Marshburn Lantz Martin Cristina Martinez Lynn Grant Jessica Hall Cathy Harris Gary Harrod

Debbie Viveiros Eric Walley Donna Walsh Chad Wammock Craig West William O. West David Zillig The Spencer Group Kendall Spencer TIAA Bank Mark Parthemer TIB The Independent BankersBank, N.A. Don Briscoe Cheryl Westermann Truist Bank TrustCo Bank Kevin M. Curley John R. George Michael Hall Robert M. Leonard Robert J. McCormick Michael M. Ozimek, III Scot R. Salvador Eric Schreck Trustmark National Bank Kelley Sumrall United Southern Bank Connie Frady Gregory L. Nelson U.S. Century Bank

Valley National Bank Jeffery W. Klink Joel E. Whittenhall ViZ Bank & Trust (I/O) Joseph Dorsey Ward Damon Sasha Klein Wauchula State Bank Sherry Bohannon Pamela Cobb J.W. Crews, Jr. Mark Delaney Nellie Garcia Stephen Heine Misty Hughes Daniel Irby Donna McKown Christy Page Gary Roberts, Jr. Monica Stevenson

Susan Miller Judy Mitchell Blaine Morrison Sebastian Mrowczynski Charlie Murphy Corey Neil David Newberry Jessica Noble Tom Oliver Dotti Overton Zane Petty

Rich Phillips Kris Phillips Lee Pierson

Stacey Pittman Malorie Porter Susanne Powers Jennifer Ptack Roger Rivard Barbara Schwabe Reade Sevigny Anne Shaughnessy Robert Smedley Joel Smith John Stump Simon Sumner Mayelin Swafford Daryl Tatum Frank Territo James Tollerton Darrell Turner John Unger Billie Valloreo

Andrew Tate Denise Terrell Jennifer Wadsworth Well Fargo Bank, N.A. Winter Park National Bank Sidney Cash

Michael Crisante David Dotherow

134 TH ANNUAL MEETING ORLANDO, FLORIDA | JUNE 5-8

RITZ-CARLTON GRANDE LAKES 4012 Central Florida Parkway Orlando, FL 32837 United States

FBA Room Rate: starting at $290+ per night Reservations: +1 (407) 206-2400

Visit our website for the most current program information and event announcements: www.FloridaBankers.com/AnnualMeeting

WWW.FLORIDABANKERS.COM FEBRUARY 2022 — 15

BANCSERV ENDORSED PARTNER: VERICAST

EFFECTIVELY BRIDGING THE 3 MAJOR GAPS BETWEEN CONNECTED TV ADVERTISING AND MARKETING ATTRIBUTION

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BY ROBERT ROPARS, SENIOR ACCOUNT EXECUTIVE, DIGITAL AT VERICAST

A whopping, 80 percent of U.S. households have at least one connected TV device1, and CTV households are expected to grow to 82 percent by 2023.2 Connected TV offers a wealth of opportunities for brands to connect more precisely with their ideal consumers where and how they live via streaming media services. The key is figuring out how exactly to quantify the Traditional TV has always offered metrics on awareness and exposure. But today’s marketers want to connect advertising dollars to tangible results such as foot traffic and sales. Validating and quantifying CTV’s effectiveness at conversion is a must in order for advertisers to realize the full value of this emerging media. Certainly, proposals abound for making the connection between CTV and conversion, but most leave a lot of questions unanswered, including the most important one: “Did my ads actually drive conversion?” This is mainly because the digital advertising ecosystem continues to struggle with three major attribution gaps: Identity resolution. Cookies are fading fast for most digital media, but they simply don’t exist at all for CTV. So, even though 40 percent of adults in the United States watch content on a connected TV daily3, most attribution methods lack a reliable way to even identify who is seeing the ads, not to mention who potential. That’s where CTV runs into the same issue that linear TV has: attribution.

responded by visiting a store or buying a product. Data sources. Often, attribution requires a third party tracking device or depends exclusively on online activities. What happens when your audience isn’t tracked by a third party or when offline activities figure prominently into your attribution calculations? Data stability. Validating data assumptions with both online identifiers and physical addresses is important to help triangulate what is really going on. Many

attribution methods rely too heavily on one data source while others are disproportionately impacted by consumer privacy choices. Cord-cutter and cord-never households are also expected to increase to 44 percent of the population during the same period. 4 Unfortunately, the attribution approaches many media companies follow do not successfully bridge these gaps. As a result, advertisers are often in the dark about the real-world impact. What’s missing is transparency. From beginning to end, advertisers deserve to know who they are targeting, how that audience responded, how the

“ FROM BEGINNING TO END, ADVERTISERS DESERVE TO KNOW WHO THEY ARE TARGETING, HOW THAT AUDIENCE RESPONDED, HOW THE INSIGHTS GAINED CAN IMPROVE FUTURE CAMPAIGNS, AND OF COURSE, ACTUAL SALES AND THE RETURN ON ADVERTISING SPEND. ”

insights gained can improve future campaigns, and of course, actual sales and the return on advertising spend. THE SOLUTION THAT BRIDGES THE INDUSTRY GAPS MOST EFFECTIVELY IS MATCHBACK ANALYSIS Better Targeting. Matchback Analysis starts with a complete understanding of the targeted audience

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including a comprehensive mapping of digital identities to physical locations. This ensures that you hit the right audience with your message based on who they are, where they are, and what they are in the market for. Better Data. It’s one thing to know who you are reaching and it’s quite another to be able to reach the audience you identify. Matchback Analysis done right is supported by reliable data that enables you to execute a campaign against over 80 percent of the

audience — both via CTV and across other digital and traditional marketing channels. Better Analysis. The “matchback” in Matchback Analysis involves focusing the picture on who your CTV campaign is targeting against your partner or owned first-party data such as customer or prospect lists. This enables you to watch the impact of the campaign as exposure flows into engagement and turns into conversions. 1. Leightman Research group 2. eMarketer, "Connected TV Households," July 2019, U.S. population 3. Leightman Research group 4. eMarketer, July 2019, U.S. Population Robert Ropars is a senior account executive, digital at Vericast. He brings more than 20 years of experience in strategic client support, digital strategy and sales enablement for multiple industries/verticals including financial institutions. Ropars has worked with numerous lines of business within the financial services industry, including retail/ consumer, small business, wealth and mortgage. He holds in-depth experience in digital advertising strat egy, digital strategies in general, tech trends and trans lating technical concepts into plain English. Learn more about how Vericast makes it possible to reach and measure the streaming TV audience with precision and real-world impact, by calling 1-800-351 3843, emailing contactHC@harlandclarke.com, or on line at vericast.com/DigitalAdvertising.

©istock.com/michal-rojek

The National Graduate

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Session Dates: August 21 – September 2, 2022 Location: University of Washington, Seattle, WA To learn more about PCBS or to apply to the program, call (425) 278-0250

PCBS, in partnership with the Foster School of Business at the ff the University of Washington, o ers a premier three-year ffers a premier three-year grad fi graduate-level educational program focused on the nancial financial services industry. Our full-length courses, taught by outstanding industry experts, provide responsive, practical answers to today’s most critical banking challenges.

or visit www.thePCBS.org We look forward to everyone joining us on campus next year!

WWW.FLORIDABANKERS.COM FEBRUARY 2022 — 17

ORGANIC AND PLANNED EVOLUTION – FSU COLLEGE OF LAW JURIS MASTER IN FINANCIAL REGULATION

BY SUSAN BOWERS, JURIS MASTER PROGRAM ADVISOR, FLORIDA STATE UNIVERSITY COLLEGE OF LAW

F SU College of Law Juris Master program entered its fifth year in the fall of 2021. Since its launch the program has continued to thrive on the foundation of an evolving curriculum and faculty, and highly committed, outstanding students. The program was designed to keep pace with emerging challenges in the dynamic business and regulatory environments of banks and other financial institutions. In this update, we focus on how the JM program addresses emerging issues and highlights the program’s focus on the critical issues banks face with intensifying risks related to cybersecurity and privacy. Evolving and Flexible Curriculum The JM curriculum was created with input from professionals in the field and the FBA FSU Juris Master advisory board. It continues to develop with input from active professionals, including adjunct faculty and students. Students’ insights into regulatory and risk management challenges are incorporated into the program, keeping the curriculum current and relevant. In introductory assignments students identify three “hot topics” related to regulatory, compliance, and risk management issues covered in their course. Students’ input is reflected in course topics and assignments, as well as the addition of new classes. Most students in the JM program are working professionals. Because JM courses provide a deep dive into the legal and regulatory underpinning of their field, students are learning while doing. This integration of studies and work, through which students apply new knowledge and skills immediately makes learning deeper and more effective. The usual way of creating curriculum is top down, directed by professors and the school. There is important pedagogical value to this approach. However, how does one create a curriculum for a very diverse student body — diverse in their roles and responsibilities and the types of institutions for which they work, as well as their personal and professional backgrounds? For the JM program,

the answer, most importantly, is to maintain a flexible curriculum that can address the varied career goals of our students. We ask students both in their applications and on an ongoing basis during advising meetings, about their short-term and long-term goals with respect to the JM program. Their responses and our dialogue inform their course selection to maximize their ability to reach those goals. When students change positions or add responsibilities the flexibility of the program enables them to shift their studies to focus on updated goals. JM Students are Keeping Pace with Cybersecurity, Privacy, and Technology Risk Management in Financial Regulation From the outset, we knew that we would include a robust curriculum focusing on cybersecurity and privacy issues, as these are among the most difficult risks that banks are facing. In the past year, we have updated existing courses and added new courses with specialized focus on cybersecurity and privacy, as well as data analytics and technology risk management. The courses provide deep and detailed knowledge of the legal and regulatory dimensions of these matters as well as technical knowledge and critical skills to analyze and develop recommendations concerning inherent complex policy and practical considerations. Courses include Financial Privacy and Cybersecurity; Cybersecurity: Implementing Policies and Procedures; Cybersecurity Breach Response; Intellectual Property Risk Management; and Data Analytics. Data analytics are used increasingly by financial institutions for compliance purposes as well as to make business decisions with respect to lending, credit ratings, capital requirements, trading, market-based decisions, and strategic client portfolio choices. Regulators in turn use required data submissions not only to identify non-complying institutions but also to develop new data requirements for the regulated institutions, fueling

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are applied equally to cybersecurity and privacy. Courses in GRC, ERM, and vendor risk management reinforce these principles. Likewise, privacy and cybersecurity courses address other central compliance issues including bank secrecy and anti-money laundering, consumer compliance, and contract risk management. Why Do Banking Professionals Pursue a 30-Credit Hour Master’s Degree in Law? Students and graduates of the JM program in Financial Regulation and Compliance include professionals from every major large U.S. bank, from community banks, trust and wealth businesses, financial planners, and broker-dealers. Students range from mid- to late-career, including C-Suite executives to those early in their careers. Many students have earned other advanced degrees, including MBAs and masters degrees in risk management or project management. The reasons for pursuing the degree are as varied and nuanced as the individuals, but most are seeking a deeper knowledge of the legal and regulatory dimensions of their work, to serve as more effective professionals. In exit interviews graduating students confirm that Juris Master Program, Continued on page 20

an ongoing data dance between the regulator and the regulated. The JM program enables students to develop skills for understanding, anticipating, and developing responses sufficient for this critical dance. The JM program’s course in Data Analytics also explores how data analytics are used by law enforcement and by regulators as well as regulated entities. One of the co-professors for the Data Analytics course is Begench Amangeldiev, Head of Global Healthcare Compliance Risk Monitoring and Analytics at Google. Begench asks, “[What is the best] sustainable platform for Compliance, …the mothership? For me? I think it's GRC framework…Every corporation has an enterprise risk management program and that is very tied to business activities… It’s deemed an important area of good governance. So, Compliance, I think, can use that platform as a sustainable kind of pad for its success and impact…[T]he best thing that Compliance can do is align itself with overall ERM strategy and acclimate its program in a way that fits in nicely without friction and serves in that kind of a broader enterprise-wide capacity. I think that is probably the sustainable strategy that Compliance programs will utilize more in coming years.” In these courses the same GRC principles used more generally in making governance and compliance decisions

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they have achieved this overarching goal and more through their studies. Flexibility — The entirely online asynchronous program makes it possible for students to continue working while studying. Students find it essential to be able to watch and listen to each week’s lectures and complete the readings at times that are convenient for them. Clear deadlines for weekly assignments help students stay on track and fulfill the commitment they make to themselves in undertaking this program. Faculty — Students cite the expertise and experience, and accessibility of the JM faculty as an exciting and enriching element of their classes. Students value the skill of world class JD professors in explaining complex legal issues. Similarly, they appreciate the teaching of industry experts for specialized courses, where their insights and experience are in sync with students’ day by day concerns. Interaction with classmates — Students note that they learn from classmates’ varied approaches to specific regulations, whether in finance or in other highly regulated fields. Kristi Sutton (FA21) noted: “Even in regulatory areas with which I am very familiar, I learned so much via the discussion boards. Seeing how interpretation and application are approached in different ways was very beneficial. I have been doing this for 20 years and still gained so much from the program.” Applicability — The integration of legal concepts, legal analysis, and practical application are hallmarks of the JM program. Students cite this feature as most valuable. “The FSU Jurist Masters brings high-level clarity to the critical subjects of compliance and BSA/AML, delivered by banking, regulatory, and legal professionals. The program has set the bar and ‘gold standard’ for those seeking the challenge of a master’s level program that brings practical relevance to the complex realities of banking. I valued being able to apply the knowledge gained to real life situations and highly recommend the program. If you’re serious about furthering your career, enroll now!” – Diana Perez, JM SP19 . Juris Master Program, Continued from page 19

Susan Bowers is Program Advisor for the Juris Master program at Florida State University College of Law. She joined FSU after a long career in financial services and health care administration in New York City. During 20 years at Goldman Sachs, she developed Goldman's Global Client Financing team within Private Wealth Management, and served as managing director, running the global margin lending business for PWM clients. During her first two years at Goldman Sachs, Bowers was a vice president in International Human Resources. Prior to joining Goldman Sachs, Bowers held key administrative management positions at the New York Stock Exchange. In 2014, Bowers began working at Mount Sinai Hospital (New York City) as an administrative and compliance manager, before relocating and joining the Juris Master team. At FSU College of Law, as in her prior roles, Bowers provides strategic guidance, helping develop and manage the Juris Master program. Working to advance your career through education? The FBEF is here to help. FBEF funding can be used by graduate students attending the FSU Juris Master Program. Applications are accepted throughout the year, with application deadlines of May 1, August 1, November 1 and February 1. Applications and eligibility information can be found online at floridabankers.com/fbef. If you are thinking of applying for FBEF funding, please contact FBEF Director Letty Newton at (850) 701 3522 or lnewton@floridabankers.com for more information on how the FBEF can help you. The FBEF is a 501(c)(3) non-profit corporation registered with the Florida Department of Agriculture & Consumer Services, Registration #CH7621. Contributions to the FBEF are tax deductible. Organized in 1956, the FBEF continues to help bankers throughout Florida today.

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