Affinity Credit Union Dedicates New Roseville Offices

Officials from Affinity Plus Federal Credit Union on Tuesday dedicated their new 22,000 square-foot offices in Roseville.

The new two-story facility is located on the site formerly home to a Stuart Anderson Cattle Co. restaurant and just north of where Affinity has been leasing space for about 20 years at 2730 Snelling Ave. The new building doubles Affinity’s previous Roseville office space, according to Michael Kraft, project architect and a partner at HTG Architects in Minneapolis.

Nic Peterson, Affinity vice president of member innovation, said Affinity needs larger quarters because “we serve a large population in Roseville."

In a prior Roseville Patch story, Kraft said Affinity’s need for more space in Roseville was borne of the credit union emphasizing face-to-face service for members rather than pushing them to do online or telephone banking. As a result, the credit union has built up a big base of loyal customers, he said.

The largest of Affinity Plus’ 26 branches serving nearly 160,000 members, the new Roseville location, 2750 Snelling Avenue N., is meant to feel more like a community center than a financial institution, credit union officials said. The building includes:

- A dedicated greeter that meets members when they enter, directing them to one of 18 member advisor stations that replace the traditional teller line.
- A full-service lounge for customers who are waiting for help. The lounge includes games and iPads, refreshments, a micro-library, TV and complimentary greeting cards.
- A tandem drive-through with eight positions across four lanes to increase the efficiency of both personal and business interactions.
- A second-floor Leadership Center with state-of-the-art technology that the public can reserve at no charge. The Leadership Center can accommodate up to 80 people in a theater configuration.

“Each member of Affinity Plus is unique – some prefer speed and simplicity, while a growing number seek relationships and personal connections with both Affinity Plus and each other,” Kyle L. Markland, CEO of Affinity Plus, said in a statement. “Traditional banking is focused on the transaction. We believe it can and should be much more than that, and this branch design matches the experience we hope to provide our members."

Affinity Plus says it is the largest credit union in Minnesota with state-based assets of more than $1.5 billion. For additional information, go to www.affinityplus.org or call (800) 322-7228.