FBF Magazine Issue #5

MARCH / APRIL 2025 ISSUE 05

FLORIDA BANKING FORUM

JOSE CUETO

CHIEF EXECUTIVE OFFICER GROVE BANK AND TRUST

FOCUS 305 GET REDD CONSULTING

FEATURED SPEAKER LUIS DE LA AGUILERA

SPOTLIGHT M2

CHAIRMAN, PRESIDENT AND CEO U.S. CENTURY BANK

COMMUNICATIONS GROUP

CAFECITO CON YESENIA

WITH SHARON THOMPSON PRESIDENT OF FLORIDA UNITED COMMUNITY BANK

"THE FLORIDA BANKING FORUM PROUDLY CELEBRATES ITS SECOND ANNIVERSARY."

TABLE OF CONTENTS

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FBF magazine

Table of Contents

1

Our Team

2

A Letter From Our President

3

The Visionary Banker: Inside the Mind of a Modern CEO

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At the Forum

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Industry Leaders

14

Why Top Talent Is Always the Best Investment

16

Team New Edge Associates Networking Involvement 20 22 FBF Lunch with Luis De La Aguilera Focus 305 - Get Redd Consulting

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Letter From Editor-in-Chief

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The Difference between Social anxiety and Outgoing

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personalities in the banking industry Facing the Future: Key Challenges for Banks in 2025

Cafecito Con Yesenia Presents: Sharon Thompson

34

Monthly Spotlight - M2 Communications Group

36

FBF Community Impact: Get Redd Foundation

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The Crucial Role of Community Banks in the U.S.

42

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FBF magazine

MARCH / APRIL 2025 ISSUE 05

PUBLISHER

OUR CONTRIBUTORS

NORMAN ISAZA

ORLANDO A. DIAZ

EDITOR - IN - CHIEF CARLOS JARA

CONTENT DIRECTOR

President of Metro Fund Inc. in Miami, Florida, a leading private capital provider in South Florida.

President of the Florida Association of Mortgage Professionals

YESENIA MORENO DR. CLAUDIA URIBE MANAGING EDITOR LORAINE TEJADA

EVENT DIRECTOR NICOLE ISAZA

Director @ Miami-Dade County Fair | Mental Health Therapist | Professor at University of Miami LISSETTE REYES Contributing Writer

CONTRIBUTING WRITERS MELANIE ISAZA

DIGITAL CONTENT COORDINATORS

ORLANDO DIAZ

CAROLINA IGLESIAS

NORMAN ISAZA

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JORDAN KETTINGER

PHOTOGRAPHER

MICHAEL GIRON

EDUARDO MENDEZ

ALEJANDRA CLAVIJO

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Letter from our President & CEO "Two years strong! The Florida Banking Forum celebrates its second anniversary and the incredible community we’ve built together."

Dear Friends and Colleagues, As we mark the two-year anniversary of the Florida Banking Forum Lunch, I want to take a moment to reflect on what has grown into one of South Florida’s most dynamic and meaningful gatherings in the financial industry.

What began as a simple idea bringing together leaders in community banking over lunch has evolved into a powerful monthly event where ideas are exchanged, relationships are built, and the future of local banking is shaped. Over the past 24 months, we’ve had the honor of welcoming presidents and CEOs of South Florida’s top community banks as our guest speakers, each one offering insights, experiences, and a shared vision for a stronger financial future.

The caliber of individuals in the room each month has truly been remarkable. From senior executives and seasoned bankers to up-and-coming professionals, the Florida Banking Forum Lunch has become a place where the cream of the crop in our industry gather not just to network, but to collaborate, mentor, and innovate.

More than just a series of events, the Forum has become a community in itself. One that celebrates local leadership, fosters new business opportunities, and reinforces the value of relationship banking. In an industry driven by trust and connection, this forum has served as a meaningful bridge, linking professionals and institutions in ways that continue to bear fruit.

As we look to the future, I am excited about what lies ahead.

With your continued support, the Florida Banking Forum Lunch will remain a platform for dialogue, growth, and partnership in South Florida’s banking community.

Yesenia Moreno

Thank you to every speaker who has shared their time and perspective, to every attendee who has contributed to the conversations, and to the community that makes this event special each and every month.

Here’s to two impactful years—and many more to come.

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“The Visionary Banker: Inside the Mind of a Modern CEO”

Jose Cueto In the ever-evolving world of finance, where numbers often take precedence over names, Jose E. Cueto, CEO of Grove Bank & Trust, has built a legacy that proves success is best measured by the lives you impact, the values you uphold, and the strength of the relationships you build.

With a career spanning over 36 years, Cueto is not just a seasoned banking executive—he’s a mentor, a community advocate, and a valuesdriven leader. His journey from a part-time intern to one of the most respected figures in South Florida’s banking community is a story of inspiration, resilience, and deep personal faith.

Inspired from the start Jose Cueto’s path to banking was sparked early in life.

“I was initially inspired by my uncle, who was one of the first Cuban American bankers in Miami to rise as a bank president,” Cueto recalls.

“After a part-time internship in 1988, I realized banking blended my desire to interact with people and my inherent love for math and numbers.”

That early influence, combined with a natural ability to lead and connect, launched Cueto into a successful trajectory with institutions like Republic National Bank of Miami, First Union, Capital Bank, Banco Real, Bank Leumi, and International Finance Bank, before ultimately taking the helm at Grove Bank & Trust.

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Leadership through faith and adversity Taking on the role of CEO came with immediate challenges.

“My biggest challenge was taking over a troubled bank and then losing my father three months into the job,” Cueto shares. “It wasn’t necessarily about banking it was a personal, life challenge. Faith allowed me to overcome it. That moment shaped my leadership style and taught me that faith would be the foundation of how I lead.”

Faith remains a compass in both his personal and professional life.

His leadership philosophy is clear: “Integrity, accountability, striving for excellence, teamwork, and respectfulness—these are non-negotiable values I live by and expect from those I work with.”

Defining success beyond the bottom line While financial growth is important, Cueto’s definition of success is more profound.

“At the end of the day, success is about the legacy I leave and the relationships I built—not just with clients, but with my colleagues. I hope to be remembered as someone who valued the people around him and defended an industry that’s often under attack.”

Leading with purpose in a changing industry Under Cueto’s leadership, Grove Bank & Trust continues to evolve.

His strategic vision balances innovation with caution.

“We’re adapting to digital and AI-driven banking slowly, because there are inherent risks with a lot of these technologies,” he says.

“But the future of banking will undoubtedly be more digitally driven, with fewer banks due to a second wave of M&A activity.”

Despite rapid industry changes, Cueto stays grounded. His morning routine begins with prayer and exercise, a discipline that keeps him centered in high-pressure environments.

“I lead by example. I try to be transparent and carry the values I ask of others. That’s how you build a strong culture even in a numbers-driven industry.”

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“Rooted in Florida, Driven by Vision: Leadership at the Heart of Community Banking”

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Building culture in a number driven world In an industry governed by metrics and regulations, Cueto stands out for his emphasis on culture.

“I lead by example. I try to be transparent and carry the values I ask of others. That’s how you build a strong culture even in a numbers-driven industry.”

When hiring, Cueto looks for more than credentials.

“I look for people who share the same core values— integrity, accountability, relationship-focused, striving for excellence, respectful, and team-oriented.”

Life beyond the bank While deeply committed to his profession, Cueto also finds joy in life beyond banking. He’s active in organizations like the Florida Bankers Association, the Federal Reserve Bank of Atlanta’s Miami Branch, the Cuban Banking Study Group, and SebastianStrong Foundation. He’s also part of the Orange Bowl Committee and leads the Center for Financial Training as its President.

And if not banking?

“I probably would have been a sports agent—it blends my love of sports with finance, and it’s relationship-driven, just like banking.”

Words of wisdom for future leaders For young professionals looking to follow in his footsteps, Cueto offers timeless advice: “Work hard, stay humble, and communicate effectively.”

A lasting legacy From his humble beginnings in Coral Gables and education at Belen Jesuit Preparatory School and Florida International University, to his position today as one of the region’s most respected banking leaders, Jose E. Cueto’s story is a testament to the power of resilience, authenticity, and leadership rooted in faith.

As Grove Bank & Trust moves forward under his leadership, Cueto’s story serves as a powerful reminder that success in banking—and in life—is ultimately defined by character, commitment, and the lives we touch along the way.

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As an independently owned firm, we are driven by our clients, not corporate agendas.

We pride ourselves on being responsive, connected, and efficient insurance experts.

DOUGLAS SAWYER | Risk Advisor | Strategic Relationships PHONE: (305) 301-1362 | EMAIL:

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Florida Banking Forum

A look back 2 Years At the forum

Celebrating two incredible years. Each month, we bring together financial leaders, industry experts, and visionaries to navigate the evolving landscape of banking in the Sunshine State.

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08/27/2024

Cheers to 2 amazing years of the Florida Banking Forum! Each month, we’ve brought together financial leaders, industry experts, and big-thinking visionaries to explore the ever-changing world of banking in the Sunshine State. Here’s to the conversations, the connections, and all the fun along the way—Happy Anniversary!

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Each experience drives our progress, cultivating a culture of collaboration, creativity, and mutual success, where every moment plays a key role in advancing both our personal and career development.

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FBF INDUSTRY LEADERS

YVONNE DEBESA

S. MARSHALL MARTIN, ESQ.

KIMBERLY KENT

Executive Vice President and Chief Operating Officer

Of Counsel Serber & Associates, P.A.

Vice President of Financial Institutions at Lynch & Associates

at Sunstate Bank Yvonne Debesa currently serves as the Executive Vice President and Chief Operating Officer for Sunstate Bank, a position she has held since she joined in 2011.

Sunstate Bank is a community bank serving the South Florida with branches in Palmetto Bay and Coral Gables, Florida. In her role, she oversees the bank’s branch network, deposit operations, loan servicing and loan closing. Ms. Debesa serves as an advisor to the Board’s Audit Committee, ALCO/Investment and Director’s Loan Committee, as well as serving on the Executive Management, IT Steering Committee, and Management Compliance Committees. Ms. Debesa is also a member of the Sunstate Bank Board of Directors.

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Marshall is an accomplished legal, compliance, and risk management professional with extensive experience leading legal and compliance functions.

His experience includes advising boards of directors, C-suite executives, business line executives and other stakeholders on legal, strategic, regulatory, and commercial matters; managing legal risks across compliance, human resources, treasury management, corporate governance, loan / deposit operations, and overseeing the handling and resolution of disputes and litigation. He has worked on several acquisition and disposition transactions.

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Kimberly is the Vice President of Financial Institutions at Lynch & Associates, a leading BOLI consulting firm based in St. Petersburg, FL. With over 25 years in financial services, she focuses on business development for banks nationwide.

Her previous roles include managing BOLI client relationships at New York Life, serving institutional clients at Goldman Sachs Asset Management, and working in treasury at BNY Mellon. She’s also held research positions at UBS and Deutsche Bank.

Kim holds a BA in Political Science from Villanova University and a Master’s in International Finance & Business from Fordham University.

She lives in New Jersey with her husband and two daughters.

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Let’s Start Banking Forward Together.

Our years of experience working with local companies and customers gives us a keen insight into Polk county’s unique and ever-changing market. Our full range of innovative solutions and personalized service allows us to better serve your banking needs, so you and your business can continue to grow. Come see how our team of Polk-based experts can help you find the solutions you need.

This is banking at its best. This is Banking Forward.

2 Alhambra Plaza, Suite 100 Coral Gables, FL 305.245.2211 SouthStateBank.com•Member FDIC

STRATEGIC HIRING AMIDST MARKET FLUCTUATIONS: WHY TOP TALENT IS ALWAYS THE BEST INVESTMENT In the ever-evolving financial landscape, one principle has never wavered: the institutions that consistently attract and retain top-tier talent are the ones that outperform the market—regardless of external conditions.

As we navigate 2025, banking and financial services leaders face a complex array of headwinds.

Economic cycles remain unpredictable, regulatory demands continue to intensify, and technological innovation is reshaping client expectations at an unprecedented pace. Yet amidst this uncertainty, one competitive advantage remains timeless and universal: great people.

TALENT AS A STRATEGIC ASSET During economic booms, hiring can be fast and expansive. In periods of contraction, it often becomes more cautious and calculated. But true leadership lies in the ability to see beyond the market moment. Strategic hiring is not a reaction to current conditions—it’s a commitment to long-term success.

Exceptional talent doesn’t just execute; it drives transformation. In banking, where trust, precision, and performance are paramount, the value of a high-caliber professional—whether in risk management, client relations, compliance, or digital innovation—cannot be overstated. Especially during periods of volatility, these individuals are the ones who help institutions pivot, adapt, and lead.

COMPETING IN A NEW TALENT ECONOMY Even in a cooling market, the competition for elite talent—particularly in areas like fintech, cybersecurity, and data analytics—remains fierce.

Traditional approaches to recruitment are no longer sufficient. The institutions that lead are those investing in their employer brand, offering career pathways with purpose, and creating environments that attract and retain high performers.

Banking professionals today are seeking more than just compensation. They’re looking for leadership, culture, and the opportunity to make an impact.

LEADERSHIP IN TIMES OF CHANGE Markets will always fluctuate. But your commitment to strategic hiring should remain constant. In banking—perhaps more than any other industry— success depends on the quality, integrity, and foresight of your people.

No matter the conditions, top talent is always the most sound investment.

PRECISION OVER VOLUME The smartest institutions are no longer focused on headcount—they're focused on impact. Strategic hiring today means identifying professionals who not only bring technical expertise but also the agility to navigate a rapidly changing environment and the vision to help shape what comes next.

Whether it’s strengthening regulatory resilience, advancing digital capabilities, or enhancing the customer experience, one strategic hire can shift the trajectory of an entire team or division.

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LISSETTE REYES CONTRIBUTING WRITER

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With FirstBank, Ms. Carter’s everyday banking comes first.

At FirstBank, we know banking, but we also know the best banking solution is one that fits your lifestyle. We get to know you and your financial goals first—and meet you where you are.

Stop by your nearest branch

Call 305.577.6000

Visit 1firstbank.com/fl

Carter Make it your own.

Brickell | Coral Gables | Deerfield | Doral | Hialeah | Kendall | Pembroke Pines | Westchester Member FDIC. All products and services are available only in Florida and subject to Terms and Conditions that can be found in the account disclosure document provided at the opening of the account. Certain restrictions apply.

Team New Edge Associates

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Networking Involvement

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FBF

THE PERFECT PLACE TO EXCHANGE IDEAS

Luis De La Aguilera

FBF: Can you give us an unconventional piece of leadership advice that you have ever received?

Luis: You go to war with the army you have and not the army you want. Throughout my career across three different banks, I've often found myself stepping into leadership roles where I had to build and shape teams. And what I’ve learned is that true leadership starts with assessing the team you actually have, not the idealized "dream team" in your head. If you take the time to understand your people, give them opportunities, support them, and challenge them you’ll be surprised how often they rise to the occasion. Time and time again, by embracing that mindset and staying focused on developing the talent in front of me, we’ve built some incredible teams. And today, I’m proud to be part of one of those great banks.

FBF: If your bank was a person, how would you describe its personality?

Luis: If the bank were a person, I’d say it reminds me of a young Ernest Hemingway. Not the older, troubled Hemingway but the early Hemingway. Full of energy, raw talent, relentless drive, and a deep commitment to his craft. That’s what inspires me about our team. The people I have the privilege of working with bring that same intensity and passion not just for what they do, but for who they do it for. They’re deeply committed to our customers, to the community, and just as importantly, to one another. At U.S. Century, the team we've built is, hands down, the best I’ve ever worked with. They embody excellence, heart, and purpose and they deserve all the credit. So, hats off to them.

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“You go to war with the army you have and not the army you want.”

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FBF: What's the most surprising feedback you've received from a customer, and how did that impact your strategy?

“In this industry, you can’t just meet expectations you have to exceed them.”

FBF: What's the most surprising feedback you've received from a customer, and how did that impact your strategy?

Luis: Our bank is proud to be involved in a wide range of community initiatives and organizations. One thing we truly value is hearing from our staff—when someone has a connection to a school, a cause, or a nonprofit that means something to them, we do everything we can to support it. That personal connection matters. One cause that’s especially close to my heart is SebastianStrong, an organization dedicated to raising awareness and funding research for pediatric cancer. The founder, and my dear friend, Oscar Ortiz, is here with us today. I had the honor of serving on the board during its early years, and my program is still actively involved. Oscar's son, Sebastian, was diagnosed with a rare form of cancer called alveolar rhabdomyosarcoma. His journey, and the strength he showed, deeply impacted everyone who knew him and it forever changed Oscar’s life, and the lives of many of us. As a bank, we’ve made a long-term commitment to support this cause. One of the events we participate in annually is a kayak excursion originally a 160-mile journey from Miami.

Oscar and I have done it together, and over the years, it’s brought in millions of dollars for pediatric cancer research. It’s more than a fundraiser it’s a movement, and one our team and community have rallied behind with incredible heart.

Luis: I once developed a client relationship through a referral from a CNA—someone who knew both me and the client well. It was an older, very wealthy Jewish family. As soon as I got the referral, I called him the same day. He asked if I could come see him, and I did right away.

Long story short, within 24 hours the accounts were open, and within 30 to 45 days, lines of credit were approved. It turned into a very significant relationship. This was before email, before texting —when personal, face-to-face service was everything. And that’s exactly what we gave him: extraordinary, hands-on service. This gentleman had built a very successful business back in the days when Southeast Bank was still around—which later became First Union, and then changed names again. I’ll never forget what he said to me: “What you’ve done here—why doesn’t anyone do this anymore?” He had felt completely lost in the shuffle at the big banks—dealing with constant turnover in relationship managers and no real sense of connection. That moment drove home a powerful lesson for me: when you deliver truly exceptional service, not only do you stand out—you build trust, loyalty, and long-term success. That approach has been the foundation of growing my client base ever since.

FBF: Can you share a failure you experienced and what you learned from it?

Luis: My boss was heading out on vacation and, before he left, he said to me, “Hey, there’s a referral coming in I want you to handle it.” This was back in the days before cell phones and email just landlines and I was busy doing a bunch of things. He told me this on a Thursday, and I didn’t end up calling the referral until Tuesday. By then, the customer had already gone with another bank. At the time, I didn’t think much of it I figured I had followed instructions. But when my boss got back, the first thing he asked was, “Did you call so-and-so?” I said, “Yes, but he already went with someone else.” My boss followed up and made a call himself. He came back and said, “The customer told me, ‘Your guy took three days to call me.” And let’s just say I got an earful. That moment stuck with me. My boss looked at me and said, “In this business, it’s all about the relationship.” He didn’t even know the customer personally, but what he knew and what I learned that day is that the customer had high expectations. This wasn’t just any client; he had millions in deposits. And in this industry, you can’t just meet expectations you have to exceed them. That experience left a lasting impression, and from that day forward, I’ve always made it a priority to go above and beyond for every client. Because sometimes, you only get one shot to make the right impression.

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F O C U S 305 GET REDD CONSULTING DRIVING VALUE FOR FINANCIAL INSTITUTIONS With 25 years of banking expertise, Liudmila Esquerdo brings unparalleled value to community banks and credit unions through Get Redd Consulting.

Specializing in business development, administration, and Small Business Administration (SBA) lending, she transforms institutions by unlocking new revenue streams, streamlining operations, and fostering sustainable growth. Her deep knowledge of SBA 7(a) and 504 programs, combined with a client-focused approach, makes her an indispensable partner for financial institutions aiming to thrive in a competitive landscape.

Liudmila’s extensive experience spans loan origination, portfolio management, and strategic planning, giving her a comprehensive understanding of what drives institutional success.

“SBA lending is a powerful tool for supporting small businesses and boosting bank profitability, but it’s often underutilized due to complexity or lack of expertise,” she explains. Get Redd Consulting addresses this gap by delivering tailored solutions that empower clients to confidently expand their SBA portfolios.

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What sets Liudmila apart is her genuine desire for connection and her ability to add measurable value, “I don’t just consult — I invest my heart into every business I work with. I genuinely care about the people and the vision behind each company, and I approach every project with loyalty, passion, and a true commitment to helping them thrive.”

As a consultant, Mila crafts customized strategic plans that align with each institution’s goals, ensuring they can scale their SBA lending programs efficiently. By developing robust policies and procedures, she minimizes risk and ensures compliance, saving clients time and resources. Her secondary market strategies are a game-changer, enabling banks to sell SBA loans for premium returns, significantly boosting fee income. “I help clients turn SBA lending into a profit center, not just a service,” she says.

Liudmila’s hands-on approach amplifies her impact. She trains staff to master SBA processes, from loan structuring to documentation, fostering in-house expertise that reduces reliance on external resources. Her workflow optimizations streamline operations, cutting processing times and enhancing customer satisfaction.

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For one community bank, Liudmila’s guidance led to a 30% increase in SBA loan volume within a year, paired with a 15% rise in fee income from secondary market sales. “My goal is to leave clients stronger, more capable, and more profitable,” she notes.

Beyond technical expertise, Liudmila brings strategic vision. She helps institutions identify untapped opportunities, such as targeting underserved markets or leveraging SBA guarantees to mitigate risk. Her collaborative style ensures solutions are practical and sustainable, earning her praise from clients who value her as both a consultant and a trusted advisor.

“I personally leverage my network of banking partners and my GetReddCertified program, I take a hands-on approach to helping small businesses become fully prepared and positioned for funding. I personally connect clients to the right banking opportunities, making sure I don’t just offer advice — I open real doors and advocate for my clients at every step.”

Liudmila’s passion for empowerment extends to her nonprofit, Get Redd Foundation, where she supports families facing bone marrow transplants. This dual commitment—to financial institutions and social good—reflects her holistic approach to creating impact. For community banks and credit unions seeking to elevate their SBA programs, Get Redd Consulting delivers expertise, results, and lasting value. With Liudmila Esquerdo, clients don’t just grow—they soar.

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from the publisher

Norman Isaza

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As we navigate a period marked by prolonged uncertainty, I wanted to share some insights on how Wall Street typically reacts in these types of environments and what we may expect in the near term.

Generally speaking, financial markets do not respond well to uncertainty, especially when it is extended over a significant period. The inability to confidently assess risk or forecast outcomes often leads to increased market volatility, as investors react strongly to both real developments and speculation.

In times like these, we often observe a flight to safety. Investors tend to shift capital toward traditionally safer assets such as U.S. Treasuries, gold, and defensive sectors like utilities and consumer staples. Cash positions may also increase as investors wait for greater clarity.

Additionally, we’re likely to see a pullback in risk appetite. This typically impacts more volatile asset classes, such as small-cap stocks, emerging markets, and cryptocurrencies, which tend to underperform as portfolios are de-risked.

Uncertainty can also influence corporate behavior.

Many companies may adopt a more cautious stance slowing investments, delaying hiring, or deferring expansion particularly if the unknowns involve policy shifts, interest rate movements, regulatory changes, or global trade tensions. This can dampen earnings expectations and weigh on overall market sentiment.

If uncertainty persists without resolution, the markets may enter a choppy or range-bound phase, lacking a clear directional trend as investors await more definitive signals.

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Thynk Unlimited

www.reallygreatsite.com @reallygreatsite

Insurance As Personal As Your Assets

Isis Garcia, ACSR Vice President - Private Client Specialist

O (305) 714-4448 | C (786) 553-5099 | F (305) 248-8543

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Health

The Difference between Social anxiety and Outgoing personalities in the banking industry Social anxiety in the banking industry can be especially challenging because of the nature of customer interactions—people often come with financial concerns, questions, or even complaints, which can create additional pressure.

What is Social Anxiety? Social anxiety is a type of anxiety disorder characterized by a significant fear of social situations. People with social anxiety often worry about being judged, criticized, or embarrassed by others in social or performance situations. It’s not just about feeling nervous before a big event—it’s more persistent and intense, affecting day-to-day activities and relationships.

Common triggers of social anxiety include: Public speaking Meeting new people Being the center of attention Having to speak up in a group or meeting Attending social events or gatherings Engaging in activities that involve performance (e.g., presenting, acting, etc.)

However, there are specific strategies you can use to ease your anxiety and handle customer interactions more confidently in a banking environment:

1. Master the Basics Know your products and services: Familiarize yourself with the bank’s products and services.

The more you know, the more confident you will feel when customers ask questions.

Understand common transactions: Be wellversed in common banking processes, such as account openings, loan applications, and fund transfers. This will reduce the anxiety of not knowing what to do.

2. Prepare for Common Scenarios Think about the types of customers you most often encounter (e.g., new customers, customers needing support, customers who may be frustrated with a service). Prepare responses for common questions, such as how to access an account or how long it will take to process a loan.

Practice handling complaints calmly and professionally. If you anticipate a situation where a customer might be upset (such as a technical issue or denied request), remind yourself that customers are often just venting, and it's your job to guide them through the process without taking things personally.

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3. Build Rapport with Small Talk Making small talk can reduce the tension in the conversation. Simple comments like "How’s your day going?" or "It’s nice to see you today!" can make the interaction feel more personal and less transactional, which helps reduce anxiety.

Smile and use positive body language: Even if you’re nervous, smiling can help ease tension for both you and the customer. Positive body language (like nodding and maintaining eye contact) can help establish trust.

4. Use a Structured Approach to Customer Interactions Having a structured way of approaching customer service can help you feel in control.

For example, when assisting a customer, you could follow these steps: Greet them warmly (e.g., “Good morning! How can I assist you today?”).

Listen actively to their needs or concerns.

Explain the process or solution clearly.

Offer additional help (e.g., “Is there anything else I can assist you with today?”).

Thank them and close politely (e.g., “Thank you for banking with us. Have a wonderful day!”).

This structure can give you a clear path to follow, reducing the pressure to improvise during the interaction.

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5. Use Technology to Help If you're working at a desk or counter, having tools or resources in front of you (like a script, FAQs, or your bank’s internal knowledge base) can help you feel more confident in responding quickly and accurately.

If you're handling customer service over the phone, having a checklist or notes on common issues can help guide you through calls.

6. Develop Effective Coping Mechanisms for Stress Take breaks: Banking environments can be highpressure, especially during peak times. If you feel overwhelmed, take a short break to recharge.

Breathing exercises: Practice deep breathing or other relaxation techniques when you feel anxious. Deep breathing can calm your nervous system and help you stay focused.

7. Focus on Problem-Solving Banks are places where customers often come for solutions. Focusing on how you can help resolve their issues can take the pressure off socializing and put the emphasis on assisting them.

Don’t be afraid to ask for help from a colleague if a customer has a complex issue. Collaborating with teammates can ease your anxiety and also ensure the customer gets the right support.

8. Dealing with Difficult Customers Stay calm and patient: Some customers may be upset due to financial issues, and their frustration may be directed at you. Keep calm and acknowledge their concerns (e.g., “I understand this situation can be frustrating.

Let’s see how we can resolve it.”).

Use clear and neutral language: If the conversation becomes heated, focus on using calm, neutral language and redirect the conversation back to problem-solving.

Escalate if necessary: If the situation becomes too difficult or the customer is unreasonably upset, know that it’s okay to escalate the issue to a supervisor. They are trained to handle complex or high-stress situations.

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9. Practice Self-Compassion Remind yourself that feeling anxious is normal, especially in customer-facing roles. Everyone makes mistakes, and customers don’t expect perfection—they just want to feel heard and supported.

Celebrate small wins. If you handled a challenging interaction well, take a moment to acknowledge that accomplishment. Over time, these positive experiences will build your confidence.

10. Seek Support and Feedback If you’re feeling particularly anxious, don’t hesitate to talk to your manager or coworkers.

Sometimes just expressing your concerns can provide emotional support. Colleagues can also give you feedback on how to handle difficult situations more effectively.

11. Gradually Challenge Yourself Start with less stressful interactions, like helping customers with routine transactions. As you grow more comfortable, gradually work your way toward more complex interactions.

Over time, these small steps will help you build confidence and reduce social anxiety.

In the banking industry, both individuals with social anxiety and those who are outgoing can bring unique strengths to the table. While the two personality types may approach customer interactions and teamwork differently, each has valuable traits that can benefit both themselves and the organization

By: Dr. Claudia Uribe

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"FACING THE FUTURE: KEY CHALLENGES FOR BANKS IN 2025" Trade Wars: Tariffs Stir Economic Uncertainty There is growing unease within the financial sector over the economic implications of President Trump’s recently imposed—and then partially paused—tariffs. As of April 9th 2025, only China remains the primary target.

Despite the temporary pause, the uncertainty has already rippled through the markets, with bank stocks swinging unpredictably. Investors fear that continued trade tensions could weaken consumer spending, raise the risk of a recession, and slow activity in capital markets.

Although banks are not directly taxed by tariffs, they are deeply sensitive to shifts in the broader economy. If tariffs lead to reduced business investment, tighter supply chains, or consumer strain, the resulting downturn could lead to increased credit losses, loan defaults, and sluggish deposit growth. These risks are already prompting banks to reassess their exposure to vulnerable sectors and revise their lending strategies.

As the economy becomes more volatile, banks must navigate the challenge of balancing growth with risk management in an increasingly politicized and unpredictable trade environment. .

Ransomware Attacks: Banks remain top targets due to their financial assets and customer data. Attackers use phishing and software vulnerabilities to lock systems and demand ransoms.

Insider Threats: Employees—whether negligent or malicious—pose ongoing risks. Misuse of internal access can lead to data leaks or system compromise.

Third-Party & Vendor Risk: Banks increasingly depend on external partners like cloud providers and fintech platforms. Weaknesses in those vendors can expose banks to significant risk.

Data Breaches & Identity Theft: With vast amounts of sensitive customer information on hand, financial institutions are prime targets for identity thieves.

Compromised Emails : Social engineering attacks continue to trick employees into making unauthorized transfers or exposing sensitive credentials.

Legacy Infrastructure: Many banks still rely on outdated systems that lack adequate defenses and are difficult to update or integrate with modern tools.

To address these risks, banks are increasingly investing in AI-driven threat detection, implementing Zero Trust architectures, and strengthening their incident response strategies. Cybersecurity is no longer just an IT function—it’s a core pillar of financial stability.

Cybersecurity: A Growing Threat in the Digital Era As the banking industry continues its digital transformation, cybersecurity has become a central concern. Traditional in-branch transactions have largely given way to online and mobile banking platforms, making the protection of digital assets and customer data more critical than ever.

The complexity of today’s threat landscape demands a proactive approach. Cyber risks now extend beyond external hackers to include insider threats, third-party vulnerabilities, and outdated infrastructure. Financial institutions are expected to maintain high standards of security, not only to protect customer trust but also to remain compliant with stringent regulatory frameworks.

Key cybersecurity threats facing banks in 2025 include:

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Finance

Deposit Competition: A Squeeze on Margins Beyond trade and technology, deposit retention has emerged as a critical concern for banks in 2025. According to the South Florida Business Journal, banks in the region reported a $4 billion drop in deposits—the second year-over-year decline since the FDIC began tracking such data in 1994. Eight of the top 10 banks in South Florida reported declines, compared to five in 2023. But this isn’t just a regional issue—it’s part of a broader national trend.

The challenge stems from increased competition for deposits.

Since the pandemic, money market mutual funds have ballooned from $3 trillion to nearly $7 trillion, offering higher yields than traditional deposit accounts. During the lowinterest era from 2008 to 2022, banks faced little pressure to compete for deposits. However, that changed dramatically when the Federal Reserve began raising rates in 2022 to combat inflation.

Now, to keep deposits from leaving, banks must raise interest rates on savings and checking accounts, which directly impacts net interest margins. For many institutions, this has created a tension between profitability and liquidity, as they try to offer competitive returns while managing costs.

The Bottom Line: Vigilance Over Panic While no one is forecasting an immediate banking crisis, the convergence of trade instability, cybersecurity threats, and deposit pressure is reshaping the industry’s risk outlook.

Financial institutions are not panicking—but they are no longer operating on autopilot either.

Bankers are entering the remainder of 2025 with a watchful eye. Strategic adjustments are underway, including revised lending practices, enhanced cybersecurity infrastructure, and more aggressive deposit strategies. In an environment where unpredictability is the new norm, resilience and adaptability are key.

In short: the industry isn't bracing for disaster—but it is preparing for disruption. In banking, uncertainty is a threat.

And right now, uncertainty is on the rise.

WRITTEN BY

Orlando Diaz Contributor to the Florida Banking Forum and President of Metro Fund Inc. in Miami, Florida, a leading private capital provider in South Florida.

Mr. Diaz also serves as the President of the Florida Association of Mortgage Professionals.

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IT'S TIME FOR...

t o i c C e o f n a C

a i n e s e Y Building relationships one cafecito at a time @cafecitoconyesenia_ ISSUE 5

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Cafecito

Con Yesenia Presents

Sharon Thompson President of Florida

United Community Bank

This past month, Cafecito con Yesenia had the distinct pleasure of sitting down with Sharon Thompson, President of Florida at United Community, for a conversation that was equal parts inspiring and insightful.

Over a warm cup of cafecito, Thompson shared her remarkable journey in banking, her leadership philosophy, and her forward-looking vision for the communities she serves.

As President of Florida for United Community, Thompson oversees more than $4 billion in total assets, leading a diverse portfolio that includes commercial and retail banking, mortgages, and partner verticals. With over 20 branches and 70 lenders under her leadership across the state, her role is expansive—and her impact, even more so.

In 2023, Thompson played a pivotal role in the integration of Seaside National Bank into United Community, a transition that required not only logistical expertise but strong emotional intelligence. Merging company cultures is no easy feat, yet Thompson guided her teams and clients through the change with clarity, compassion, and confidence.

“Transitions are really about people,” she shared. “Success comes from clear communication, consistency, and making sure everyone feels supported and heard.”

And she didn’t stop there. In 2024, she led the onboarding of the First National Bank of South Miami and is currently preparing both clients and colleagues at American National Bank in Fort Lauderdale for their own seamless transition into the United Community family.

Prior to her current role, she served as the Atlanta Regional President for United Community. Her success in Atlanta led to expanded oversight of the East Atlanta Region, where she managed an impressive $6 billion in assets. It’s no surprise that she was chosen to take the reins in Florida, a state known for its dynamic financial landscape and rapid economic growth.

Sharon Thompson holds a Bachelor of Science in Computer Information Systems from Judson College and an MBA from East Carolina University, a combination that reflects her balance of analytical thinking and strategic leadership. But perhaps what stands out most is her commitment to serving not just shareholders, but the communities United Community Bank calls home.

She is an active member of the Florida Bankers Association and participates in numerous local initiatives, including her involvement with UCP of Central Florida, an organization dedicated to empowering children with disabilities.

When she’s not leading multi-billion-dollar operations, Sharon enjoys life in Winter Park, FL, with her husband, Henry, and their adult child. Her warmth, humility, and people-first approach were evident throughout our conversation.

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Monthly Spotlight M2 COMMUNICATIONS Martha Medina is the President and Founder of M2 Communications Group, an award-winning, minority-certified, and woman-owned agency she established in 2018. The agency specializes in creating strategic marketing solutions that seamlessly integrate digital programmatic marketing with traditional approaches, including media buying, public relations, grassroots initiatives, and influencer marketing.

M2 Communications Group is dedicated to delivering targeted digital campaigns tailored to meet the specific needs of clients across various industries. Utilizing a localized and data-driven approach, the agency ensures that key messaging aligns with desired outcomes, whether the goal is to enhance brand visibility or drive conversions for specific products or events.

The agency leverages precision targeting capabilities across all device types, enabling real-time tracking of both online and offline conversions. Through proprietary data-sourcing techniques, M2 executes hyper-targeted marketing campaigns that boost audience engagement and maximize impact. Their high-precision campaigns can target demographics nationwide, down to the city, neighborhood, or even individual households and business locations.

Martha Medina President & Founder

As businesses navigate an evolving market landscape, M2 Communications Group offers tailored solutions and an innovative digital platform that demonstrate proven success.

By adapting to shifting consumer behaviors, the agency empowers businesses to reclaim their customer base and enhance overall performance. With a focus on costeffectiveness and real-time data insights, M2 helps clients make informed decisions that drive success.

Martha's expertise in digital programmatic marketing and artificial intelligence dates back to a time when only a select few multinational corporations had access to such technology. Through her partnership with one of the largest digital platforms, she has brought hyper-targeted audience technology to medium and small businesses, including the growing field of Streaming TV, which is increasingly replacing traditional cable.

PERSONAL BACKGROUND Born in Kansas City, Missouri, Martha moved to Colombia with her family when she was just one year old. She grew up alongside her sister, Olga, and her brother, Fernando. Later, she returned to the United States, marking the beginning of a transformative journey. Martha currently resides in Florida with her husband, John Tovar, and their children, Nicolas and Gabriella. She has a deep appreciation for the arts, particularly theater, and has served on the board of Water People Theater, one of Chicago’s most recognized theater companies, driven by her belief in the transformative power of the arts.

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CHALLENGES AND INSIGHTS FOR EMERGING ENTREPRENEURS

MEDIA BACKGROUND: Martha has a robust background in traditional media, having worked extensively in Colombia for nearly a decade. Her career began during her final semester of college when she joined Caracol TV, one of Colombia's largest television networks. This role allowed her to travel widely and produce various shows.

After relocating to the United States, she continued her media career with Univision Radio, freelanced for Telemundo, and collaborated on the radio show "Mujeres Sin Censura." She also hosted the independent TV show "Gente de Éxito." Although her initial plan was to return to Colombia after exploring the U.S. media landscape, her life took a different path when she fell in love and chose to build a life in the U.S. Her media experience instilled in her a profound appreciation for storytelling, which became instrumental in shaping her marketing career.

Starting a business presented its challenges. Martha attended industry conferences, kept abreast of technological advancements, and continuously refined her skills to ensure success. One of her proudest achievements is her ability to embrace change without fear. Moving from Colombia, where she had a successful journalism career, to Chicago—a city where she initially knew no one—was a significant transition. However, she ultimately fell in love with the city, its rich cultural offerings, and its welcoming community.

Relocating from Chicago to Miami was another major decision, motivated by personal reasons and a desire to be closer to family in Colombia. Now residing in Weston, FL, she enjoys the warm weather and vibrant community.

For emerging entrepreneurs, Martha emphasizes the importance of perseverance, discipline, and preparation—traits she developed through experience and dedication. She views failure as a valuable teacher and encourages aspiring entrepreneurs to remain committed to their goals, even when they appear daunting. Engaging with the community and giving back is not only fulfilling but also immensely rewarding.

Martha's journey from a Colombian journalist to a U.S.-based entrepreneur serves as a testament to the idea that, with dedication, education, and resilience, success is achievable.

THE BIRTH OF M2 COMMUNICATIONS In 2018, Martha ventured into business ownership after years of experience in MultiLatino Marketing. A pivotal moment occurred when her sister’s best friend introduced her to the emerging field of digital programmatic marketing. Recognizing its potential as the future of the industry, she was inspired to explore this innovative space, leading to the establishment of M2 Communications Group and collaborative partnerships with other companies.

Determined to understand the digital programmatic marketing ecosystem fully, Martha immersed herself in learning and identifying effective ways to position strong value propositions for targeted campaigns.

She developed a strategic approach that leverages complementary strengths, fostering mutual growth with her partners. This methodology emphasizes personalized outreach and integrates specific marketing aspects that enhance engagement between companies and individuals, resulting in impactful, data-driven campaigns.

Today, Martha operates two offices—one in Chicago and another in Weston, Florida—managing local, national, and international campaigns that continue to expand M2 Communications Group's influence in the industry.

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ELS HOME HEALTH OPENS NEW OFFICE 7155 SW 47TH ST. UNIT 310. MIAMI, FL 33155

WE AIM TO CHANGE THE HOME CARE INDUSTRY THROUGH THE EXAMPLE OF ORGANIZATION, DISCIPLINE, AND PROFESSIONALISM. Commitment and innovation that transform home care Ribbon cutting at the inauguration of our new building: the beginning of an era of progress and consolidation in our modern offices.

In March 2019, the dream of improving working conditions for home health aides was born. Inspired by the experience of Maira, Nelson's mother, and Gustavo, who dedicated over 16 years to caring for others, the founders recognized the urgent need for an agency that would protect, advocate for, and uphold the rights of these professionals. Through the union of talents and vocations, Nelson Ferrod, Gustavo Rodriguez, and Vanessa Ferrod brought Eternal Life Services Home Health to life.

ETERNALIFESERVICES.COM ● MIAMI DADE LIC#299995489 - BROWARD LIC#299996175

Today, six years later, the building that solidifies Eternal Life Services' presence in the market is inaugurated. The agency has established itself as a leader in the home care sector, receiving recognitions such as being named one of the Top 50 Companies in Florida by GrowFL, the “Company of Excellence” award granted by the South Florida Hispanic Chamber of Commerce, and the “Company of Honor” recognition awarded by Dariel Fernández, Tax Collector of Miami- Dade County. With the largest network of home health aides and a multilingual team available 24/7, including weekends, Eternal Life Services reaffirms its commitment to providing support and protection to those who dedicate their lives to the well-being of others.

When it comes to your financial aspirations, there are no boundaries at PNB. We believe in your potential and helping you reach new heights.

Our comprehensive range of banking solutions, personalized service, and cutting-edge technology is built from the ground up to help you reach your financial goals. Whether you’re starting a new business, expanding your portfolio, or realizing your dreams, PNB is here to provide the support and guidance you need. Elevate your financial journey with a bank that understands your ambitions and is dedicated to building your success. Break boundaries, block by block, with PNB as your trusted partner.

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GIVING HOPE TO TRANSPLANT PATIENTS Liudmila’s personal story fuels the foundation’s mission. “I remember the exhaustion of coordinating care while trying to stay strong,” she shares. “No one should face that alone.”

Through partnerships with hospitals and advocacy groups, Get Redd raises awareness about blood disorders and the importance of stem cell donation. Supporters can contribute to the campaign via https://www.zeffy.com/en-US/donationform/helping-hands-with-get-redd and follow the foundation’s work on social media at @GetReddFoundation.

Beyond tangible aid, Get Redd fosters hope through community. The foundation connects families with peer support networks, shares inspiring stories, and advocates for better access to transplant care. Its efforts have touched lives across the country, proving that small acts of support can yield life-changing results.

When Liudmila Esquerdo was diagnosed with aplastic anemia, a rare blood disorder, her life hung in the balance. A bone marrow transplant saved her, but the journey was grueling—physically, emotionally, and financially. Inspired by her experience, she founded Get Redd Foundation, a nonprofit dedicated to supporting families navigating the challenges of stem cell or bone marrow transplants. Through its cornerstone initiative, the Give Hope with Get Redd campaign, the foundation provides critical resources to help patients prepare for and endure this life-changing process.

“Preparing for a transplant requires more than medical care—it demands holistic support,” Liudmila says. “The Give Hope with Get Redd campaign ensures families have what they need to focus on healing.” The campaign addresses the practical needs of patients, offering assistance with nutrition, supplements, meal trains, home cleaning, coordinating care and other essentials. From organizing meal deliveries to covering costs for specialized diets and supplements that boost recovery, Get Redd Foundation steps in where support is needed most.

The campaign’s impact is profound. For patients facing transplants, proper nutrition is vital to strengthen their bodies before the transplant and after the procedure. Get Redd partners with local communities, donors, and volunteers to set up meal trains, ensuring families receive healthy, home-cooked meals during hospital stays or recovery. The foundation also provides financial aid for high-quality supplements, which can be costly but critical for rebuilding strength. By addressing these needs, Give Hope with Get Redd alleviates the stress that often overwhelms transplant families.

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Liudmila’s expertise as a banking consultant enhances her nonprofit work, bringing strategic clarity and operational excellence to the foundation. Her ability to lead both Get Redd Consulting and Get Redd Foundation reflects her unwavering commitment to service. For Liudmila, the Give Hope with Get Redd campaign is a promise to pay forward the second chance she received. “Every meal delivered, every supplement provided, every moment of relief we offer brings hope to someone fighting for their life,” she says. Join the movement and help Get Redd Foundation transform lives.

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ABOUT LIUDMILA ESQUERDO: A LIFE OF IMPACT Liudmila Esquerdo is a force of nature—a banking expert, philanthropist, and bone marrow transplant survivor whose life is defined by resilience and service.

With 25 years of experience in banking, business development, and SBA lending, she founded Get Redd Consulting to empower community banks and credit unions with strategic solutions that drive growth and profitability. Her expertise in SBA 7(a) and 504 programs, coupled with her knack for building policies and secondary market strategies, has made her a sought-after consultant in the financial industry.

But Liudmila’s story goes beyond the boardroom.

Diagnosed with aplastic anemia, she underwent a lifesaving bone marrow transplant that reshaped her perspective. This experience inspired her to launch Get Redd Foundation, a nonprofit dedicated to supporting families facing blood disorders and transplants.

Through tireless advocacy, fundraising, and community-building, she’s helping countless individuals navigate their own medical journeys.

A dynamic leader, Liudmila balances her consulting work with her nonprofit mission, proving that purpose and professionalism can coexist. Whether she’s advising a bank on SBA portfolio growth or rallying donations for transplant patients, her passion shines through. Follow her work at @GetReddFoundation and join in a very important mission – saving lives.

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The Crucial Role of Community Banks in the United States Community banks play an essential and often underappreciated role in the United States' financial and economic ecosystem. As locally owned and operated institutions, they are more than just banks—they are community partners, economic drivers, and trusted advisors. With a deep understanding of their neighborhoods, community banks fuel local economies, support small businesses, provide personalized service, and help ensure financial stability across the country.

One of the most important functions of community banks is their ability to fuel local economies. Unlike large national banks, community banks keep money circulating close to home. When individuals deposit funds into a community bank, those dollars are reinvested locally in the form of small business loans, home mortgages, and community development initiatives. This approach promotes economic growth, job creation, and financial sustainability at the local level—strengthening neighborhoods one loan at a time.

Community banks are also critical supporters of small businesses, which are the backbone of the American economy. Because they are small businesses themselves, community banks understand the unique challenges entrepreneurs face. They are more likely to offer accessible funding, flexible terms, and customized guidance that big banks, with their rigid structures and distant decision-makers, often cannot provide. For many small business owners, a community bank is not just a lender—it's a strategic partner in their success.

At the heart of what community banks offer is relationship-based banking. This means that customers are treated as individuals, not numbers. Local bankers take the time to get to know their customers, understand their circumstances, and provide tailored financial solutions. Whether someone is applying for a mortgage, starting a new venture, or dealing with an unexpected financial hurdle, community bankers are ready with personalized advice and a genuine commitment to helping.

Another defining characteristic of community banks is their commitment during times of crisis. When challenges arise—whether from natural disasters, economic downturns, or global pandemics—community banks are often the first to step up. Rather than pulling back, they double down on their efforts to support local businesses and families. Their ability to act quickly and compassionately makes them a steady, reassuring presence during uncertain times.

Importantly, community banks have adapted to the modern world without losing their personal touch.

Today’s community banks offer the digital tools and technologies that customers expect—such as mobile banking, online bill pay, and digital account access— while still maintaining the human connection that sets them apart. This blend of high-tech and high-touch service offers customers the best of both worlds.

Finally, community banks contribute to the broader financial system by promoting stability and trust.

Deposits at community banks are FDIC-insured, giving customers peace of mind that their money is secure.

And because these institutions are often more conservative in their investments and lending practices, they help create a stable, responsible financial environment at the local level.

Community banks are far more than local financial institutions—they are engines of economic development, champions of small business, and pillars of trust within the neighborhoods they serve. Their personalized approach, deep community ties, and unwavering commitment to local prosperity make them an indispensable part of the American financial landscape. Supporting community banks means investing in a stronger, more connected, and more resilient United States.

BY NORMAN ISAZA

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WHY US? Partnering with New Edge Associates ensures expert guidance in BSA/AML Compliance.

Our tailored solutions, risk assessments, and training empower financial institutions to mitigate risks, combat financial crimes, and maintain regulatory excellence, safeguarding both reputation and financial integrity with confidence and precision.

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