In an interview, David Reiling, CEO of Sunrise Banks, describes how he built the bank's brand by working for the community and focusing on social impact. Reiling says listening was the key to Sunrise's success in helping underserved communities. For example, observing the popularity of prepaid cards among Minneapolis' Hmong immigrant community led Sunrise to introduce its own prepaid cards. “I used to pull up a chair next to bank teller lines and talk to people about their views and needs," Reiling says. "I walked around neighborhoods. I talked and I listened... Our business lines will always be held to two goals: financial sustainability and positive social impact. Everything we do reflects both.”