Speed, reliability of FedNow® Service helps Citizens Alliance Bank meet customer demand
12/17/2025
Citizens Alliance Bank (Off-site) serves 17 communities across west central Minnesota and western Montana, with main offices located in Clara City, Minnesota.
In our latest Real Talk profile, Amber Johnson, payment services manager, discusses FedNow Service adoption and the impact of instant payments on the staff and customers of Citizens Alliance Bank.
Q: Tell us about your customer base and what makes your organization unique.
A: “Our customer base is deeply rooted in the local community, comprising small business owners, family-run farms, first-time home buyers and more. What sets us apart is our strong emphasis on personal relationships and trust — this is our niche. Many of our clients prefer face-to-face interactions and direct access to decision-makers.
“We specialize in seasonal lending, particularly for farmers, and operate through 17 branch locations. Our products are tailored to meet the unique needs of our customers and are specific to the communities we serve.”
Q: What were the biggest factors that helped you decide to adopt the FedNow Service for instant payments?
A: “The biggest factors that influenced our decision to adopt the FedNow Service were speed, reliability and the opportunity for advancement. Our primary focus is on the customer, so the decision was driven by growing demand and the need to stay ahead of the curve.
“We are committed to providing top-notch services for our customers and greatly appreciate the flexibility of the FedNow Service. Its integration into our existing system was smooth and cost-effective, making it easy for our staff to adapt.”
Q: What was your experience with onboarding to the FedNow Service?
A: “We onboarded with the FedNow Service in 2023. Thanks to our existing relationship with the Federal Reserve, the process was seamless. Their expertise made it easy, and we extend our kudos to the team for their excellent support.”
Q: Is there one standout anecdote that captures your experience with the FedNow Service so far?
A: “A small business customer came in on a Friday afternoon with a critical monthly payment to make. The owner, dealing with medical issues, couldn’t process the payment as usual. While we offer ACH origination and wire transfers, the late hour on a Friday meant a delay until Monday. We helped the owner understand the benefits of instant payments and how we could help resolve his issue immediately, leaving him deeply relieved. This experience was a powerful reminder of the difference having an instant payment option can make.”
Q: What has been the experience of your staff in supporting the FedNow Service?
A: “The FedNow Service has been seamlessly integrated into our existing infrastructure. Our employees utilize digital banking, which enables them to assist customers more effectively since they are also users of the service. Because we’ve integrated this into our digital banking platform, our customers have found this new payment option natural and easy to use.”
Q: What use cases are you supporting and how have you marketed instant payments to your customers?
A: “We see that our customers prefer instant payments for peer-to-peer transactions. We initially started with the ability to receive funds, and then we added send capabilities later. We did not conduct a large-scale marketing campaign. Instead, we responded to customer demand and delivered the service organically.”
Want to learn more about the real-world impact of instant payments? Read more FedNow Q&As here.