In 2024, our website didn’t reflect who we are as a bank. It was cluttered, overwhelming, and built to show everything we offer—instead of guiding people to what they need. So, we set out to change that.
Coming out of a full brand research project, we redefined what it means to be Michigan’s most people-focused bank. And we brought that promise to life online.
In April 2025, we launched our new website: a smart, accessible, and personalized digital experience that helps people Be Independent.
We partnered with SilverTech to rebuild every layer—architecture, design, content, and functionality. We introduced predictive analytics, AI-powered search, and fully integrated support—making banking easier, faster, and more personal.
We filled critical content gaps, adding full pages for products like auto loans, RV loans, mortgage refinancing, CDs, and money markets. We also created commercial banking pages to give business owners clarity and confidence. A new FAQ hub addresses common questions, reducing customer friction and freeing up our support team.
The Quick Links menu anchors every page, offering fast access to live help, support tools, and applications. Whether users want to chat, call, screen share, or just explore—help is always one tap away.
Every word on the site was rewritten to reflect our refreshed voice: confident, clear, and human. We eliminated jargon, simplified copy, and empowered users to take action on their own terms.
Since launch, we’ve seen longer sessions, more engagement, lower bounce rates, and fewer support calls. But most importantly, we’ve built a site that finally reflects who we are: the bank of YOU.
IndependentBank.com—designed to help people Be Independent.
