Kent Lufkin of 3rd Federal Bank

A leader, corporate citizen and brand champion.

In the boardroom, a group of new 3rd Federal Bank employees focus their wide-eyed attention on CEO Kent Lufkin, who asks one of several trivia questions: “How many ridges are on the edge of a quarter?”  Hands fly into the air. “96!” shouts one. “120!” ventures another. “It’s 119,” says Kent, tossing the closest guesser the winning prize.  “That’s a 3rd Fred ‘plushie toy,” he explains, with reverence and a smile. “That’s a coveted item around here!”

Kent may have been brought up in the traditional banking culture, but as CEO of 3rd Federal Bank, he has championed a paradigm-shifting approach to community banking that strengthens customer loyalty, delights employees and grows market share. During his 6-year tenure, he has guided the bank transformation into a full-service, solutions-oriented community bank that prides itself on deep roots in each of the 14 unique communities it serves.

“3rd Federal Bank is not a stodgy bank. We like to have fun, be innovative and take a family and community approach,” he said. “This has made us successful in the past, and we’ll continue to strengthen that belief.”

Kent began his banking career as a part-time teller while a student at Rutgers, where he met his wife, Beth. Gradually, he moved up the ranks to become president and CEO of Roebling Bank in New Jersey. He joined 3rd Federal Bank in 2000 as senior vice president and was appointed to president and CEO in 2003.

Upon taking the helm at 3rd Federal Bank, Kent enthusiastically led the bank’s restructuring to a full-service retail and commercial bank. This change re-energized the bank’s strategic aspirations and resulted in an immediate increase in profitability. It was all part of Kent’s long-term goal to grow the bank, retain its independence and make an indelible impression in the marketplace.

In 2004, he rolled out a gutsy re-branding initiative, featuring an entirely new visual identity, green bank vehicles, a whimsical mascot and the anthem, “Go Green!”  The bank continually expands upon the “Go Green” metaphor through its green lending initiative and a seriously committed internal “Go Green” think tank which explores ways the bank can expand is energy efficiency and environmental consciousness.

He walks the talk. Kent, who typically sports a green tie, enjoys his “lunch with the president program” where he treats a handful of employees each month to lunch and gets to know them on a personal level. He has mandated the use of “green” cleaning products from the janitorial staff. A member of several boards of directors, Kent is the architect of the “green wave,” the large number of 3rd Federal Bank employees who actively participate in community events and organizations.

His creativity, commitment to the community and enlightened leadership are reasons why 3rd Federal Bank continues to evolve while strengthening its strong tradition of just plain good banking—great people, excellent service, competitive products, conservative lending and a full range of financial solutions.

For more information on 3rd Federal Bank, visit www.thirdfedbank.com or call 1-(800) 918-4473.