When Brian Moynihan became CEO of Bank of America on January 1, 2010, both the economy and the bank were struggling in the wake of the Great Recession. In response, Bank of America committed to a new purpose rooted in Responsible Growth: “Help make financial lives better through the power of every connection.” This became the guiding tenet behind a larger enterprise shift focused on measuring business success and considering how the bank lived its purpose.

To execute its new Responsible Growth strategy, the consumer bank focused on: 

1. 1. Building a client-centered business that leverages continuous client feedback and industry best practices
   2. Redefining its physical presence in underserved communities
   3. Offering simple, affordable, transparent financial products and services that deepen client engagement with the bank 

This case study explores how one of the nation’s largest banks leveraged its physical locations, optimized its suite of products, and deepened customer engagement to align and grow both the business and its impact on financial health.