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Red Sox Manager Cora, golfer Marifé Torres join as Mónica Puig as FirstBank spokespeople

By on February 4, 2019

SAN JUAN – Puerto Rico-based FirstBank announced its plans for growth and strategy for its services and products during the presentation of a new ad campaign featuring tennis gold medalist Mónica Puig; golfer María Fernanda “Marifé” Torres; and Boston Red Sox manager Alex Cora, winner of the 2018 World Series, as spokespeople.

The bank said it proved its “operational endurance in 2018 following two hurricanes” and “excelled at demonstrating progress by establishing strategies to grow the number of deposits and increase loan originations, with the goal of further solidifying its franchise.”

It said that the tools it has made available to customers had a direct impact on its business results. It mentioned its self-service platform for mortgage loans; ATMs with “Depósito Expreso,” or “Express Deposit”; as well as its new rewards program and digital wallet for credit card customers.

“We continue to make strong strides and experience sustained profitability, which has set us apart in recent years, even in an economic landscape riddled with challenges. In 2018 our franchise obtained record results for the last 10 years,” Aurelio Alemán, president and CEO of FirstBank said in a release.

“We were able to grow our market share as the number two bank in Puerto Rico. In Florida, we achieved extraordinary growth and development in the franchise through deposits, consumer loans, and business assets. Meanwhile, in the Virgin Islands, we experienced increased effectiveness in the execution of our deposit strategy there, and we maximized the opportunities in commercial loans that have arisen as a result of the rebuilding efforts,” he added.

Alemán also said the plan is to reach 20 percent of the market.

“We will focus on launching a number of efforts that will continue to enhance our customer’s experience within our electronic channels, providing additional convenience through innovative products and services that support our retention and deposit growth strategy without sacrificing our signature customer service that is renown in the industry,” Ginoris López-Lay, the executive vice president in charge of Strategic Marketing and Personal and Small Business Banking of FirstBank.

Aurelio Alemán, Alex Cora and Ginoris López-Lay (Courtesy)

Among its plans for 2019, FirstBank said it will expand its network of ATMs with the “Depósito Expreso” feature by adding 43 ATMs in Puerto Rico and eight in the Virgin Islands; it will use a $10 million capital investment to improve its facilities; and will launch a new platform for both online and mobile banking with “more features,” that is more secure, and bilingual “to benefit the more than 500,000 customers in Puerto Rico and the Virgin Islands.”

The bank’s new campaign, “Heroes,” was designed by ad agency Populicom to “reinforce our institutional message and slogan Todo está en uno [You have it in you], since these three sports figures, who are outstanding in their respective fields, represent our brand’s values: dedication, focus, effort, and passion,” López-Lay said. “Mónica, Marifé, and Alex represent the best of Puerto Rico and are an inspiration for all our goals and dreams we want to achieve. For us, it is an honor to have them as spokespersons for our bank.”

“I feel really proud to be associated with an organization that has served Puerto Rico for 70 years, since I identify 100% with its slogan Todo está en uno, because we must all give the best of ourselves in order for big things to happen,” said Cora, who participated in the event.


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