David Woodhead's normally happy disposition seems even more animated these days, and for good reason. The former commercial director of the Royal Bank of Scotland in Oxford has risen to the giddy heights of the seventh floor of Seacourt Tower in Botley to become branch manager of Handelsbanken, the Swedish bank.

It is a big move for Mr Woodhead, 50, having spent his entire career with RBS/NatWest to date but he is relishing the challenge of working for an organisation which concentrates on the commercial market as well as operating for those of a high net worth.

Not only is he responsible for opening and running the branch, the approach is very different with Handelsbanken insisting on traditional values in its method of dealing with customers. He said: "Handelsbanken's approach is to deliver a service like that of the old-fashioned bank manager.

"I'm not a Captain Mainwaring, but it is about having a team understanding people's needs and coming up with a solution. The idea is to keep it simple."

Handelsbank has been operating in Britain since opening its first branch in London in 1982 and has gradually developed a presence throughout the country.

Setting up the branch has already meant a myriad of decisions for Mr Woodhead, from the location of the office in the former board room of the Hartwell's motor group with its birds-eye views over the city's dreaming spires and major roads, to the colour of the paintwork. (He chose blue as being most appropriate for Oxford.) All this is because all the local decision making is down to him. He has recruited his own staff and the aim is to apply the same bespoke philosophy to customers, treating every one as an individual with specific needs.

As a result there are no call centres or sales-driven products. Customers' needs are assessed and should they need specific types of products, then these are sourced from other providers.

The bank itself can provide personal loans and mortgages as well as a full range of accounts but flexibility is the key. It's almost as if Mr Woodhead is running his own business.

Mr Woodhead said: "Essentially we start with a blank piece of paper. Rather than someone tailoring a product to the individual, they are presented with an individual product."

"It is not about banking with the bank - it is about banking with individuals they know and trust."

Mr Woodhead has worked for NatWest/RBS for 32 years, starting as a clerk in 1974 in the National Westminster branch in Bury St Edmunds at the age of 18. By the time he left the company earlier this year, he had become commercial director having worked his way through the ranks.

"I was in the corporate team and built up experience ranging from public limited companies to owner-managed businesses."

That was another reason for being attracted to Handelsbanken as it combines both commercial and private banking for high net worth individuals under one roof.

"I was growing more and more remote from the customer, so this was something I was looking to take on. It is hands-on banking. It was such a great opportunity for me at this stage of my career and life. I had just turned 50 and this was a new challenge."

Other than close contacts, Mr Woodhead has done little to advertise his new position, preferring instead to concentrate on ensuring the infrastructure is in place before talking to customers.

He has a team of six, including managers Will Organ and Andy Dicks, who have been recruited locally to ensure a sound working knowledge of the Oxfordshire marketplace.

But, such is the tight-knit business community in Oxford, that Mr Woodhead has been taking inquiries from potential customers, not necessarily from those he already knows.

The point is that Handelsbanken is not being seen as major competition for the high street banks and, as far as Mr Woodhead is concerned, there is no rush to hit the ground running.

He is only anticipating handling about 200 accounts initially, with the emphasis on quality rather than quantity.

"This is about building a sustainable business in Oxford in the long-term. We are not pushing to try to achieve sales targets and it will probably take about 18 months to break even. My only target is my own personal pride to ensure it is successful," he said.

As we speak, the information technology and telephones are being installed in the office, but this comes as a relief with the team having operated from the Reading office while the details on Seacourt were secured.

In all, six Handelsbanken branches have opened or are due to open this year - a major expanion for the bank, considering it only previously had 20 branches nationwide.

However, despite his experience, Mr Woodhead admits he is still very much on a learning curve with his new employers and will be attending a training programme in Stockholm with other branch managers later this year.

It is a brave new world where time, perhaps, does not necessarily mean money.

Contact: David Woodhead 01865 204907, www.handelsbanken.co.uk