Investing in success

Jennifer Much

Contributor

March 10, 2023

GREEN BAY – Beginning his career working at large regional banks as a corporate banker, Greg Lundberg said it took a move to Green Bay for him to realize community banking was where he was meant to be.

“In 2010, I was disillusioned with the big bank experience,” he said. “I’ve told many people I needed to spend 20 years at larger banks to realize how much I enjoy a community bank.”

Starting out at Old Kent Bank in Michigan in their formal credit and management training program – Lundberg said he spent years managing teams of business bankers.

His career focus changed when he was hired by Fortifi Bank – then known as First National Bank of Berlin – to start a new location in the Green Bay area.

Lundberg said he quickly found his niche when he was named president and CEO of Fortifi in 2019.

“As the president and CEO of a community bank, I have the privilege of working with all sorts of people, including business owners, professionals and other individuals in the nine communities where Fortifi does business,” he said. “I enjoy helping people make choices that will enable their success.”

‘Banker of the Year’
Recently, Lundberg’s efforts were recognized by the Wisconsin Bankers Association (WBA) – with him being named 2022 Banker of the Year.

“I was thrilled to learn I was named the Wisconsin Bankers Association 2022 Banker of the Year,” he said. “To be honored by this group is truly humbling.”

The WBA’s Banker of the Year award – which began in 1986 – is presented to one Wisconsin banker each year.

According to the WBA, the recipient must be a Wisconsin bank CEO or president who has “demonstrated outstanding service to their bank, to the continued vitality of their community and to the banking profession.”

Lundberg is the 37th banker honored with this distinction.

Lundberg said he believes the award is not driven solely by his dedication and hard work alone, but also by having an incredible team and grounded appreciation. 

“This award opened my eyes to the impact I’m blessed to have on Fortifi’s success and the 100-plus employees within,” he said. “I do not take that lightly. This award has reminded me that leadership is a responsibility – to myself and to others – that can leave a mark for generations.”

Lundberg said the award further inspires him to look forward and seek opportunities that grow Fortifi’s footprint.

“Fortifi Bank is ‘Growin’ Wisconsin,’ and we believe our philosophy and commitment will make a difference wherever we do business,” he said. “We care about the person behind the account number – they’re likely our friend or neighbor. Their success is ours.”

Lundberg said banking has allowed him to meet people from all walks of life.

“I’ve been able to learn about businesses, large and small, across virtually every industry,” he said.

Lundberg said it is “incredibly gratifying” to hear how he’s been able to support the success of a business owner or individual.

Greg Lundberg is the 37th banker honored with the Wisconsin Bankers Association (WBA) Banker of the Year award. He was presented with the award at WBA’s Bank Executives Conference earlier this year. Photo Courtesy of the WBA

“I’ve enjoyed helping people realize what is possible and structuring the outcomes to be more beneficial – digging in and consulting leaders on what levers to pull for the best outcomes,” he said. 

A community bank, Lundberg said, should be a known leader where milestones, like starting a business, buying a home or preparing for retirement, are financially important.

Giving back
Along with the dedication he has for the customers he serves, Lundberg said he also has a deep-rooted passion for volunteerism and giving back to his community.

“I truly enjoy opportunities to give my time and energy to the communities we serve,” he said. 

During 2022, Lundberg volunteered more than 200 hours of community service in the last 12 months.

“It is a joy to recognize Greg as the 2022 Banker of the Year,” Rose Oswald Poels, WBA president and CEO, said. “In addition to his values-driven leadership of Fortifi Bank, he extends his service to his community and to the banking industry.”

Lundberg gives back by sharing his financial knowledge with a handful of nonprofit boards.

Lundberg is active with the Wisconsin Bankers Association board, the Boys and Girls Club of the Tri County Area and the Green Lake Town Square Community Center – serving on boards and subcommittees, including finance, facilities management and business development. 

Lundberg said he also encourages Fortifi employees to get involved.

“In the past year, our employees have given nearly 5,000 hours to 160-plus worthy organizations throughout Wisconsin,” he said. “We support our people with paid volunteer time off to allow them to support local causes. In 2022, we had 80% of our employee population engaged in giving back.”

Lundberg said employees also “generously give” through payroll deduction and financial donations.

“We allow them to determine the best use of funds, and the recipients are often families touched by an unexpected tragedy like fire or illness,” he said.

A passion for banking
Lundberg said he is fascinated by current market trends and the changes over the years.

“I have been surprised by the pace of consolidation in the banking industry,” he said.

Community banks, Lundberg said, are selling at an unprecedented rate – with the number of ones headquartered in Wisconsin decreasing.

“I firmly believe community banks are the backbone of the communities they serve,” he said. “We like to say, ‘Shop Local, Bank Local.’”

Business-to-client relationships are also important to Lundberg.

“At Fortifi, everyone knows ‘their banker,’” he said.

More recently, Lundberg credits technology for lessening the impact of the changes the COVID-19 pandemic brought to daily interaction.

“The community banks, like Fortifi, that find the balance between digital expediency and one-on-one relationships, will win the battle,” he said. “It’s more than just our products, services or people – it’s the proactive advisory service that artificial intelligence can never be.”

Lundberg acknowledged the pandemic brought to light some challenges but said it forced banks to re-examine their delivery channels.

“I do not believe digital banking will ever fully replace people,” he said. “However, the pandemic forced us to enhance alternative ways for our clients to access their money.”

Over the past several years, Lundberg said he and his team have remained optimistic and strived to find new ways to connect with clients – through phone calls, emails and genuine care for their well-being. 

“Honestly, the pandemic allowed us to look at everything we take for granted and made us evaluate how to do things differently,” he said.

Lundberg said Fortifi Bank – which has branches in Berlin, Green Bay, Green Lake, Montello, Omro, Oshkosh, Ripon, Waunakee and Winneconne – has grown “organically” because “we understand our role in our communities.”

“Our clients and shareholders know they can rely on Fortifi to provide state-of-the-art access to their finances while still knowing where to find their banker,” he said. “We intend to stay independent, fill the need… and build lasting relationships along the way.”