Inside Chase’s mission to be the Bank for All: Building trust one community at a time with Diedra Porché

As head of community and business development at Chase, Diedra Porché has a deep passion for understanding the needs of the people the bank is seeking to serve. In this week’s episode of Women on the Move, she joins host Sam Saperstein to discuss her role and how she empowers local communities and helps individuals build financial security and wealth.

Growing along with JPMorgan Chase

Diedra began her career with JPMorgan Chase nearly 30 years ago. She likes to tell people that she’s had about 10 jobs and worked in three different business lines. She started her career in an officer development program in Texas, moved on to Commercial Banking, worked with the Government Banking team, and then physically moved across the country to California and helped build out the bank in Los Angeles.

“It’s been a wonderful journey,” she says. “I’ve always enjoyed staying close to customers, and working with our field teams, and representing the bank in our communities. I had no idea how much the work would evolve into an opportunity that allows us to work hand with community stakeholders to effect impact for people beyond banking. At the time when I started in banking . . . things were pretty straightforward. You went to your local branch, you worked with your local team. Fast-forward to today, and there’s just a myriad of complexities that customers are dealing with.”

She says that one of the most important things she learned along the way is how to work together with all stakeholders. “That means each of us has a role to play in serving communities in the best way,” she tells Sam. “And it takes private sector, it takes our public sector, and it takes our not-for-profits and our local stakeholders to really be that three-legged stool to make communities really thrive.”

“We do this work together”

In her current role as head of community and business development in Consumer Banking, Diedra says she’s “delighted and privileged” to serve her team. “We are a collective team of leaders that have the opportunity to go into communities, build trust, to work to boost financial health so that we can put people on a path to building legacy wealth for their families,” she explains. Her team accomplishes that by providing information in the form of free financial health workshops and programming, as well as building hyper-local relationships with stakeholders.

For context: Chase opened its first Community Center branch in Harlem in 2019 as part of its $30 billion racial equity commitment to build stronger ties to the community and provide banking services and financial education in underserved areas. Since then, Chase has opened 15 additional Community Centers across the country, primarily in low-to-moderate income communities.. Each Community Center features  a team of local financial health experts focused on community engagement, mentorship and advice. Each Center also features a large multipurpose room which can be used to host free financial health workshops, community gathering or pop-up shops for small business customers.

When asked what she’s most proud of about the work her team does, Diedra has an easy answer: “First, let me just say I am delighted that in two and a half years, we really have become a part of the framework of the  franchise. I tell my team all the time, we’re knitted and weaved into a full tapestry of who we are as a firm.”

In terms of metrics, Diedra has plenty to be proud of too. One of the most important metrics she looks at is trust metrics—how communities and consumers feel about the bank’s brand. And while noting that JPMorgan Chase  already enjoys a very strong brand, she says that seeing those trust metrics in the communities where her team has invested in represents a meaningful shift – it’s the kind of change the bank is committed to building upon.

One of the keys to success, she says, has been welcoming non-customers into community center branches to get access to education and financial health workshops at no cost to them, and not requiring them to be a customer. “Additionally, we collaborate with local nonprofits that are already working with residents and [Chase] customers in these neighborhoods,” she notes. “So in partnership with them, we're able to create programming that our communities can access either at their nonprofit location or inside our branches.”

It's never too late to start…on your financial health journey

Diedra offers a simple idea for anyone wanting to improve their financial health. “The one tip that I would give is to create a plan. It's never too late to start and ensure that you have a plan. Start small. Any amount that you're putting away will make a difference, and to just stay focused on those habits and stay disciplined.”

 

Disclaimer: The speakers’ opinions belong to them and may differ from opinions of JPMorgan Chase & Co. and its affiliates. Views presented on this podcast are those of the speakers; they are as of December 14^th, 2023 and they may not materialize.

 

Full transcript here