Yanus Nelson has a strategy for increasing market share for Wells Fargo Bank in Western Colorado and that’s to “outlocal” the other national banks and “outnational” the local banks.
Nelson believes Wells Fargo is well-positioned to compete by offering services tailored to meet the unique needs of individual customers along with the resources of one of the largest corporations in the country. As the new community banking president for retail banking in Western Colorado, Nelson said he’s excited about that prospect. “I love focusing on opportunity and how I can help.”
Nelson manages retail operations at 23 bank locations in a large and diverse region that stretches from Dillon to Grand Junction and Gunnison to Steamboat Springs. He works out of an office in the Wells Fargo bank in downtown Grand Junction.
Under a new management structure for Wells Fargo, retail and business banking operations in the region have been separated. In the Grand Junction and Clifton markets, Steve Irion remains community bank president and oversees business banking.
Nelson draws on more than 18 years of experience in the financial services industry, 11 with Wells Fargo.
“Throughout his career he’s been a strong leader for our team, an advocate for our customers and an active member of the local community,” said Keith Lobis, Wells Fargo regional president for greater Colorado. “His passion around our company’s vision — satisfying all of our customers’ financial needs and helping them succeed financially — will benefit our Western Colorado customers and team members.”
Until his latest promotion, Nelson served four years as district manager in Larimer County and worked in Fort Collins, the college town in which he grew up. Before that, he oversaw the operations of banks in Southern California and before that two locations in Colorado. He’s also worked as a commercial collateral analyst, personal banker, customer service representative and teller.
Nelson said those experiences serve him well in supervising more than 500 employees in Western Colorado. “I’m big on leading by example, and I have the experiences to do what I ask my team members to do.”
Nelson holds a bachelor’s degree in accounting from Colorado Christian University in Lakewood and a master’s of business administration from Pepperdine University in California.
Nelson said he hopes to tap his experience and knowledge to help the customers and communities Wells Fargo serves in Western Colorado.
The bank takes a proactive role in helping customers succeed financially not only by offering products and services, but also asking questions about their needs and providing advice, he said. “We can’t control the economy, but we can proactively help customers and meet their needs.”
As a large private employer, it’s also important that Wells Fargo offers a stable place of employment, Nelson said.
It’s crucial, too, that Wells Fargo continue to give back to the communities it serves through monetary donations as well as volunteer service, he added.
Nelson believes there’s always room for improvement.
On a national average, Wells Fargo customers use an average of 6.08 banking products per household. In Western Colorado, that average is a little over five products per household. “We have an opportunity to do a little better job,” he said.
Nelson has similarly high expectations for the feedback Wells Fargo receives on customer surveys. Fully 80 percent of customers who respond to the survey give the bank top scores in each of five categories. “My expectation is 100 percent,” he said.