After barely four years in operation, First National Savings and Loans (FNSL) has gone nationwide, and in the process succeeded in opening 30 branches throughout the country. This has been achieved within the relatively short period because of FNSL's efficient and c1ose-to-client banking for the ordinary person and its excellent customer service, and the larger dream of creating wealth for stakeholders. With its broader people centred outlook, the company has over the four-year period managed to largely meet its target of covering many average Ghanaians' within the lower income bracket. Perhaps this explains why the financial institution has assumed the legitimate tag of being the "People's Bank". The company's branches are noticeable throughout the country, with the Greater Accra Region hosting the majority of branches. The headquarters of the company is in the nation's capital; precisely; the Ring Road Central branch. Other branches in Accra include North Ridge, Makola, Tema, Madina Zongo Junction, Nungua and Mallam. The Central Region also has five branches with two at Elmina, two in Cape Coast and one at Mankessim while the Ashanti Region has two branches in Kumasi, one at Konongo and one at Obuasi. The Western Region branches are sited in Takoradi, Tarkwa, and Damang; Volta Region at Hohoe; Brong Ahafo Region in Sunyani and Techiman. Other branches are found in the three Northern Regions. They include Yendi and Tamale in the Northern Region; Wa in Upper West Region and Bolgatanga in the Upper East Region. This notwithstanding, management intends to continue with its expansion exercise by the end of the year. The General Manager of the company, Mr. Charles Otoo, says the steady rise of FNSL has largely been influenced by the financial institution's attractive interest rate charges, excellent customer service, flexible loan repayment terms, and knowledgeable personnel who understand the needs of clients. First National Savings and Loan is authorised, among others, to accept deposit and grant loans and advances. According to him, the decision to target businesses of people within the lower income group - like the micro, small and medium-scale enterprises (has been a major strength to the financial institution. Other targeted groups from the lower income earners, farmer-based organisations, corporate institutions, religious and women's groups, have helped increase the clientele base of FNSL. The company's priorities since its inception, according to the General Manager, have been guided by two main pillars: service culture and performance culture. According to Mr. Otoo, the company will increase its market share and strive to achieve a leadership role in its areas of operation, adding that deposit mobilisation will continue to be high priority through the establishment of at least 14 branches in locations that offer lower cost deposit and higher yielding asset creation. This, in his estimation, will also help the institution to get closer to the people and serve the needs of the rural communities that have been neglected by the traditional banks, stressing that there is an effective cross-selling of the company's products and services under it cross-selling project. Mr. Otoo said FNSL is also developing and deepening relationships with potential and existing clients in order to attract, retain and reward high performing staff, and stressed that FNSL is restructuring and reorganising its branches for better service delivery and performance. Among some of the innovative products and services of FNSL are the Wo Daakye savings account, a novelty which primarily deals with the future of clients and other potential customers; high earning savings account; current -account, fixed deposit, payroll based lending, SME loans, call accounts, susu loans, farmer-based loans, micro finance loans, local money transfer, and international money transfer. According to the general manager, these products were developed in order for FNSL "to meet the unique needs of our clients". Source: B&FT