Unwavering Values

The South Financial Group’s positive momentum has been the result of several key factors: careful strategic planning, an experienced management team, a clear focus on high-growth markets… but nothing is more important to the success of our company than the values that lie at its core.

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These values dictate how we interact with customers day to day. They are the underpinnings for our internal culture, for the way we treat each other. And they are the benchmarks for the types of people we hire. These values guide us in our strategic planning, and in the end, serve as the foundation of all progress.

What are they? Simply, our values are what allow us to remain a community bank, while at the same time, offering big bank services. They are the things we believe in. For instance, we believe in the value of partnerships, in growing relationships through a mutual understanding of financial needs and desires. We believe in taking the time to notice the little things that might make a difference in someone’s

financial future. We believe in respecting our customers and our fellow employees, and respecting what each person has to say. We believe in being a vital part of the communities we serve. These values aren’t unheard of. But what is noteworthy is that a financial services company actually holds these values dear… and puts them into practice every day.

So, as we head into unpredictable economies, fluctuating markets, and world events that send indexes and indicators plummeting, we know we can rely on the presence of our values to sustain our momentum. We’ve built this company on them. And their strength is unwavering.

In 2002, The South Financial Group launched a marketing campaign designed to emphasize our core values and our determination to discover the little things about customers that allow us to offer unmatched service. The campaign’s print ads feature real customers in well-known locations throughout our marketplaces. As the ads say: “We believe knowing people better makes us… well, better people. You’d be surprised how it makes us a better bank.”