During Thanksgiving, it’s the perfect time to reflect on gratitude—both personally and professionally. At Finosec, our commitment is grounded in one key principle: the customer is the reason why we’re in business. This belief has been instilled in me since childhood, thanks to the lessons of my father, who not only shaped my views on business but also inspired me to carry these values into my leadership today.
A Father’s Lessons: The Customer is Why You’re in Business
Those who know me well have probably heard me talk about my father’s impact on me and on my understanding of business. For those who haven’t, let me share some context:
My dad was a manufacturer’s sales representative for furniture companies, selling furniture to stores across multiple states. He was intentional about teaching me business lessons, and some of the most memorable ones came from the time I spent traveling with him, starting at an early age. On these trips, we visited his customers across his territory, and I learned so much from observing him work. These trips remain some of my fondest memories.
One of the lessons my dad consistently reiterated was: “The Customer is Why You Are in Business.” This wasn’t just a saying for him—it was the reality of his business. My dad didn’t have a base salary; his income came entirely from commissions when furniture stores sold his products. This meant every customer mattered deeply, and he approached his work with a deep-rooted integrity, always going the extra mile for his clients.
This lesson has profoundly shaped me and the way I lead Finosec. Without our customers, there would be no Finosec. It’s that simple.
Thanksgiving: A Time for Reflection and Gratitude
Thanksgiving has always been a meaningful holiday for me, personally and professionally.
Over the years, I’ve spent time journaling about gratitude and being intentional about being thankful, and Thanksgiving is one of the best times to reflect. This reflection has inspired a program that not only says thank you to our customers but also gives back.
Introducing the Fin-Atics Customer Referral Campaign
We’re excited to announce our new customer referral program, Fin-Atics. It’s our way of expressing appreciation for your support and making a positive impact in the communities we live and serve.
Here’s how it works:
- For Every Referral: Finosec will donate $25 to a selected charity of the month. This month, we’re supporting Black Mountain Home.
- For Every New Customer from a Referral: We’ll donate $125 to the charity of the referrer’s choice and $125 to the charity chosen by the new customer.
This initiative is a small but heartfelt way to show gratitude. It reflects our commitment to community and the values that drive Finosec.
Why Your Referrals Matter
Referrals are more than a business strategy—they’re an act of trust. In community banking, a recommendation from a customer carries unmatched weight. Your referrals don’t just help us grow; they shape the trajectory of our business. That’s why we treat every recommendation with care and gratitude. If at any point you feel we’re not meeting your expectations, I encourage you to reach out directly. My commitment as a leader is to make it right—every time.
Give a Referral / Make an Impact
To get started with the Fin-Atics referral campaign, visit https://info.finosec.com/meetfinosec or contact us directly.
Thank you for being the reason we’re in business. We’re excited to continue growing and giving back—together.
With gratitude,
Zach Duke
CEO, Finosec
