Travis Rhodes

LVB Staff//July 4, 2022

LVB Staff//July 4, 2022//

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Travis Rhodes

Delaware Valley and Lehigh Valley Regional President

Truist (formerly BB&T)

Delaware Valley and Lehigh Valley regional president since 2018, Travis Rhodes joined BB&T (now Truist) in 1999 as a financial center leader in Winston-Salem, North Carolina.

His vocational goal, Rhodes said, was to “pursue a career where I could positively impact people’s lives. There are many fields where this is possible, but I couldn’t find another industry that touched all corners of society like you can through banking.” This came true as soon as he started. “I helped people get their first car, first mortgage, and helped entrepreneurs build their companies.”

Financial services, he explained, are evolving “at lightning speed. The industry is consolidating, client preferences and behaviors are changing as more and more of them choose to bank with us digitally, the definition of currencies (is) being reconceptualized through crypto and blockchain, and the future of the way we work has been redefined in the wake of COVID. All of these are great opportunities for organizations with vision to prosper and benefit from leading through change.”

The most challenging aspect of his career is work-life balance, which is not a zero-sum game, Rhodes said. “I cannot sacrifice one for the benefit of the other. I find that rhythms in life are important,” but it’s difficult when different priorities compete for time.

“As a leader, I find joy by working with my teammates on their personal growth,” as well as helping clients and communities solve a problem or reach a goal, he said. “It’s those interactions that I find rewarding.”

This profile is part of Lehigh Valley Business' Banking & Finance Power 30 list for 2021. Information used in this profile was sourced from the honoree. See the full list at lvb.com or in our digital edition.