We Are ATB
We Are ATB
Getting Started
At ATB Financial, we put people first. We've been doing it for more than 80 years. In that time, we've grown and changed from one small Treasury Branch to become the largest Alberta-based financial institution. Along the way, we’ve transformed people’s understanding of what banking can–and should–make possible.
From the President & CEO
Before diving into our Why, What and How, start with a message from ATB President & CEO Curtis Stange.
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ATB has always been grounded in purpose and a focus on our people.
From humble beginnings providing hope to Albertans when we were first created in 1938, to a steady partner in turbulent times in the 80’s to turning the corner for growth in the 90’s, to our Story and now our Purpose: we exist to make it possible.
In that time, we have grown and evolved from one small Treasury Branch in Rocky Mountain House to become the largest Alberta-based financial institution.
A purpose is inspirational, it is intentional and it acts as a catalyst in our case for what truly is possible.
Where the definition of our success is more than simply the economic return we provide.
The importance of how we deliver a remarkable experience grounded in the essence of expertise well shared, and how we work towards the bold and courageous act of helping solve some of society's biggest problems.
We truly do exist to make it possible. That is our Purpose and it comes to life through our Strategy and our ATB ID.
Curtis Stange
President & CEO
ATB Financial
Purpose
Our Why
"We exist to make it possible."
We exist to make it possible.
To turn what-if into when.
To find a better way... in more than just banking.
To wrap our talent, tech and wisdom
around the obsessive belief
that anything is possible.
In Alberta, and far beyond.
With each day a chance
to uplift legacies and livelihoods -
in ways not yet imagined.
By listening and learning, advising and creating.
Because remarkable things happen
when we ask "what if?"
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A typical corporate mission and vision statement didn’t seem quite right for ATB. We needed something simple yet powerful to inspire us to come to work each day. A purpose that captures the spirit of what we’re trying to achieve for our clients and for each other.
This, is our purpose.
We exist to make IT possible.
Strategy
Our What
Over the next decade, we will own the client experience at every interaction.
To do this effectively and efficiently, we will consciously shift to more self-service banking and leverage our digital platform to scale business, wealth, and everyday banking services to as many clients as possible in their channels of choice.
Client Experience Strategy
Shifting our services and service model.
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Edge Strategy
Exploring the art of the possible beyond banking.
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Expert Advisory Services Strategy
Offering personal, data-driven advice.
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Growth Strategy
Investing in and growing Business and Wealth.
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Platform Strategy
Digitally enabling a better experience for our clients.
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Shifting our services and service model. We must put clients at the centre of everything we do—and take ownership of delivering truly remarkable experiences that set us apart in their hearts and minds. We will own all distribution end-points and partner with other providers in our ecosystem where our clients connect.
We must adapt to changing client preferences, including more self-service offerings, to remain relevant and profitable. Additionally, we will build out a model that ensures consistent delivery of remarkable advisory experiences for our clients.
We will continue our ambitious plan to invest in, grow, and scale new businesses for ATB. Our edge strategy is about taking a long-term view, exploring our edges for adjacent revenues, and pursuing greater innovation risks across emerging categories, such as decentralized finance, to secure our relevance in the marketplace of the future. As we consider the global impacts on our business, we are reinventing versions of ATB’s future.
Grounded in applied research and science, we’re experimenting with future banking models and the future of money and identity—the goal is to turn them into scaleable new models for ATB. We’ll continue to explore edges and execute big visions for emerging categories like decentralized finance with blockchain-enabled applications.
The calibre of advice we offer to our clients will truly differentiate us and position ATB in a place of trust by organizing our key talent, expertise, and capabilities around our sole reason for existence: our clients. Our Advisory Journey will enable investors and businesses to plan, choose, and pursue legacies and livelihoods with confidence based on sound advice, expertise, and solutions from their trusted partners at ATB.
We will focus efforts here through developing our Advisory Journey and strengthening our core services. Sector and segmentation work will help us strike the right balance between digitization and human-centred advisory for our clients’ needs and longer-term profitability.
By bringing together three businesses under one ATB Business and enhancing our capital markets expertise, we can provide a holistic, full-life-cycle service offering for business clients. This includes expanding our wealth offering to optimize the synergies between business banking and wealth management through the Advisory Journey.
Although our new economic reality will differ, Alberta’s businesses and the entrepreneurs behind them will be the main catalyst of growth for this province. We’ll build a longer-term forward-looking view to inform our approach to growth of Alberta’s industries in an evolved economy. And, through our Advisory Journey efforts, we will evolve our understanding of how clients consume advice in the future and how we will monetize it in new ways.
Digitally enabling a better experience for our clients. In 2030, what a bank is and does will be different from how it looks and feels now.
To remain competitive with the market and bring our Everyday and Advisory Journeys to life, balancing and evolving the three generations of technology in our environment is critical. Data will continue to be central to all we do, regardless of technology. We’ll make decisions along the way about our core systems, which technologies we rent, and which third parties we’ll partner with and how. We’ll build less and integrate and partner more to keep pace with faster technology cycle-times to bring the platform and edge strategies to life.
ATB ID
Our How
By team members, for team members, our ATB ID combines the four traits we each must live and breathe to bring our Purpose to life and be successful on our Path to 2030.
Introducing our ATB ID
At ATB, our shared identity is a powerful thing. This is our shared identity. This is our ATB ID.
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The Four Traits
ATB ID
Created by team members, for team members, our ATB ID combines the four traits we each must live and breathe to bring our Purpose to life and successfully execute on our strategy.
Living our ATB ID means we make a deliberate choice. We choose Alberta. We choose our clients. We choose our team members. We choose to be in business for the greater good. We choose to strive for success.
Our ATB ID comes to life through our traits. Click each of the four traits below to learn more about what it means and how it shows up at ATB each day.
