Alicia Baum, who joined the institution in 2025, has been tapped to lead the Frisco market as president. With over 18 years of experience in commercial and private banking, Baum is tasked with managing the center’s full-service offerings, ranging from treasury management and commercial lending to wealth management and trust services. The bank intends to mirror its broader portfolio of subsidiaries, including insurance and mortgage divisions, to support local entrepreneurs and long-term residents.
The expansion follows the bank’s earlier 2025 entry into the Park Cities market. Dennis Wright, DFW Central Region President, noted that the Frisco location provides a necessary permanent foundation for the relationships Baum has cultivated over the past year. To mark the launch, the bank has scheduled a formal ribbon-cutting ceremony for October 21, inviting local officials and community leaders to tour the site. The branch is currently operational with weekday hours, including specialized drive-thru and virtual teller services.
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