How do digital banking leaders transform an organization when they don’t own the P&L, the technology, or the people? In this episode of Next Best Action, host Alex Jimenez sits down with Todd Purcell, Senior Vice President and Head of Digital Strategy at TD Bank, to trace the evolution of digital banking, from the early days of dial-up internet to today’s AI-driven world. With more than 30 years of experience at J.P. Morgan Chase, American Express, Citi, and USAA, Todd has been at the forefront of that evolution, including helping develop and launch Chase’s first internet banking service. Todd explains why digital can no longer be treated as simply another channel, and why the strongest leaders focus less on features and more on business outcomes and customer experiences. He also gets candid about a major website redesign that faced internal resistance and the lessons it taught him about socialization. From becoming a "storyteller and connector" to building a truly conversational intelligent virtual assistant, Todd shares how leaders can influence change, align teams around a vision, and maintain ruthless focus. The most effective digital leaders lead through influence, acting as storytellers and connectors across the organization. AI represents a fundamental shift, but its true potential lies beyond deterministic chatbots in creating conversational, context-aware virtual assistants. The art of storytelling is a non-negotiable skill for leaders, required to convey a passionate vision succinctly and authentically. [00:01] Welcome and Introduction [01:00] Todd's First Job in Digital at Chase Manhattan [04:22] The Evolution from Feature Building to Experience Design [08:00] The Shift from Big Banks to Community Institutions [18:37] The Role of a Digital Leader: Storyteller and Connector [22:58] The Real Capability of AI in Financial Services [27:31] Rapid-Fire Round [29:52] Advice for Community Bank and Credit Union Leaders [30:53] Closing and Wrap-Up [07:22] "Banking is not that difficult... This should be an intuitive, frictionless experience that just makes it happen and helps in my journey, versus this... think about the navigation and the features." — Todd Purcell [28:50] "You have to be a storyteller that can convey something succinctly, passionately, and as if it's the first time you've ever told that story." — Todd Purcell Todd Purcell is Senior Vice President, Head of Digital Strategy at TD Bank. With over 30 years of experience, he is a veteran leader in digital transformation and financial services marketing. Throughout his career, Todd has led major digital initiatives and customer experience strategies for top-tier brands, including American Express, Citi, USAA, and Webster Bank. He began his digital banking career at J.P. Morgan Chase, where he developed and launched the bank's first internet banking service. Alex Jimenez is Managing Director of Consulting at Finalytics.ai, where he helps credit unions and community banks translate behavioral data into growth strategies. He has spent 29 years in financial services, holding senior roles at Bank of America, Zions Bancorporation, Backbase, and EPAM. He has chaired the Consumer Bankers Association's Digital Channel Committee and served as a founding member of the American Bankers Association's Fintech Committee. Finalytics.ai is the financial intelligence layer beneath the digital experiences that community banks and credit unions use to grow. The platform understands each user's behavior, predicts what they need next, and orchestrates the right experience across every channel, from the public website to online banking to email. Every decision is governed, explainable, and tied to a funded outcome. Todd Purcell TD Bank LinkedIn Alex Jimenez Finalytics.aiLinkedIn
