The Right Tool for the Job

When it comes to blending community banking with modern technology, the first step is surprisingly straightforward—so simple it might even make someone laugh. What’s at the top of the list? Choosing the right tool. It’s an age-old piece of advice that still holds true: Use the right tool for the job. It seems obvious, but in a world full of shiny new tech, it’s a step that’s often overlooked.

Today, it doesn’t take long to see how much attention Artificial Intelligence (AI) is getting. Whether it’s in a smartphone, a smart home, or—believe it or not—even a pet’s collar, AI seems to be everywhere. And while it’s a convenient example to point to, AI is just one of many flashy tools that dominate conversations about innovation. The challenge is not that these tools exist, but that they often get applied to problems they were never designed to solve.

It’s easy to get swept up in the promise of cutting-edge technology, especially when it’s being promoted from every direction. But just because something is new or advanced doesn’t mean it’s useful in every situation. What’s really needed—especially in industries like community banking—is clarity and intentionality. It’s about choosing tools that actually support the mission, rather than distract from it.

And once again, that starts with picking the right tool for the job.

The Job at Hand

Zooming out, it’s clear that community banks are facing a tough environment. Over the past couple of decades, the number of banks in the U.S. has dropped significantly. According to Darrin Williams, CEO of Southern Bancorp, the country has gone from around 15,000 banks to just 4,500. That’s a striking decline—and it reflects how challenging the landscape has become for smaller, locally focused institutions.

But despite those challenges, the importance of community banks hasn’t faded. In fact, their role is more vital than ever. Community banks operate on a simple, proven model: they gather deposits from local customers and reinvest those funds into the same communities. It’s a cycle that powers everything from small business growth to neighborhood development. The model works—but competing with national chains and digital-first banks has never been more difficult.

One reason for this is a growing lack of awareness. Many people—especially younger generations—don’t fully understand how essential their local bank is to the fabric of their community. They may not realize that the community center down the road, or the new restaurant that just opened, likely got its start with a loan from the local bank. Those contributions often go unseen, even though they’re deeply felt.

So how do community banks reconnect with their communities and bring new people in? The answer is simple: relationships. Relationships have always been the foundation of community banking. They are what set these institutions apart from their larger, more impersonal counterparts.

In an interview shortly before becoming Chairman of the Independent Community Bankers of America (ICBA), Jack Hopkins captured this perfectly:“For over 60% of the counties in the country, community banks are the only financial services industry there. We are sometimes the only trust department, the only insurance agency, the only bank within the county... We are heavily invested in these communities. We live here. We’re not hired guns brought in from the outside—we go to church with these people, we go to school with these people.”

Hopkins’ words highlight just how intertwined community banks are with the towns they serve. This isn’t just about doing business locally—it’s about living alongside the customers they support. That deep connection fosters a level of trust that’s hard to replicate.

Building on that idea, Timothy Zimmerman, CEO of Standard Bank, shared his take:“I think the difference between most of the other financial institutions and community banks is very simple—community banking is a completely relationship-based business, and the other businesses aren’t.”

Zimmerman also offered a perspective on how community banks approach technology: “Community banks use tech differently than the big banks. In community banks, it’s a way to help you deal better with your customer. In the big banks, my feeling is, sometimes it’s a way to eliminate some of the dealings with the customer. It’s done on an automated basis, and so there’s never that connection that occurs. You’re not listening to what the customer really needs—you’re giving the customer something and charging them a fee.”

What Zimmerman is pointing to is the risk of letting technology replace human connection. When used carelessly, tech can become a barrier. But when it’s applied thoughtfully, it can enhance relationships, not replace them. It can make it easier to serve customers well—and that’s where the real value lies.

So, to sum up: The tech world is moving fast, and community banks are navigating some serious headwinds. But the way forward starts with clarity. Know the job, then pick the right tool to get it done. And for community banks, the job remains the same—build relationships, foster trust, and grow through meaningful connection.

Enter BankerBounty

That’s exactly where BankerBounty comes in. This platform was created with a simple mission: to help community banks grow by tapping into one of their most valuable and underused resources—their employees.

BankerBounty is available as both an app and a web platform, and it’s designed to be easy for employees to use in real-world situations. Whether they’re a loan officer, a teller, or work behind the scenes, employees can use the platform to refer potential customers and earn rewards when those referrals turn into new business.

The program identifies two key roles. Producers are employees who can open accounts or initiate loans. Lead Generators are anyone else on the team who can submit a referral. Both groups can log in, track their activity, and see their rewards in real-time. It’s simple, clear, and keeps everyone engaged.

But BankerBounty is about more than just referrals. One of its most effective features is the leaderboard, which highlights top performers. It’s not about creating pressure—it’s about sparking friendly competition and celebrating effort. Employees start to cheer each other on, and a shared sense of progress begins to take shape.

Of course, the financial reward is a big motivator, but recognition matters too. Seeing one’s name on the leaderboard or being known as someone who brings in great leads can be just as powerful.

At its core, BankerBounty works because it supports something that employees are already doing in small ways—talking about the bank they believe in. It helps connect those everyday conversations to meaningful business outcomes. And just as importantly, it makes sure that everyone involved feels appreciated.

What Banks Are Saying

Many banks have already seen success with the platform. Wright Cox, President and CEO of BankTennessee in Collierville, had this to say:

“BankerBounty has been a great tool for our bank. Our employees love having the app in their purse or pocket so when opportunities for the bank arise in the community, they can quickly and easily send in a referral to a qualified producer, track the progress in real time, and get paid instantly!

We’ve seen not only an increase in new business with BankerBounty, but more importantly, it’s created a sales culture within our bank. With that culture and our strong customer service, we have a real competitive advantage in the Tennessee markets we serve. I highly recommend BankerBounty to any community bank—it truly is an asset to both the bank and our employees.”

Ready to Learn More?

To schedule a free 30-minute demo, contact the author, William Rainer, at wrainer@bankerbounty.com, and learn how BankerBounty has added over $150,000,000 in total new account value.

In the end, success in community banking doesn’t come from the flashiest tech or the biggest budgets. It comes from choosing tools that support relationships, empower teams, and stay true to the heart of what community banking is all about.

Sometimes, the simplest tools really are the most powerful—especially when they help bring people together.