Designing Branch Experiences for Gen Z and Beyond

Designing for Gen Z at a Glance:

• Gen Z may be digitally native, but their most important financial moments still call for human connection in the branch
• While 65% of Gen Z prefer to open accounts in person, many current experiences feel transactional rather than advisory
• When conversations shift to personalized guidance, 76% of Gen Z will act on that advice
• The opportunity for financial institutions is not access but experience, closing the gap between what Gen Z expects and what branches deliver

Gen Z may be the most digitally fluent generation to date, but their expectations for banking experiences extend far beyond convenience. In a recent Future Branches webinar, “Gen Z & The Future of Finance: Designing To Win Through Human Connection,” Adrenaline’s Chief Experience Officer Juliet D’Ambrosio and Design Director Amanda Pouliot explore a defining tension shaping this core demographic. While Gen Z may live much of their lives online, their most important financial needs are deeply human. So, designing experiences for this generation requires more than cool spaces and seamless apps.

Serving Gen Z at the branch creates both a core challenge and a clear opportunity for financial institutions to design experiences that balance digital ease with meaningful, in-person connection. For years, many in the banking industry have viewed digital transformation as a replacement for physical channels. But the data tells a different story. Even as Gen Z navigates their daily lives digitally, they continue to rely on banks and credit unions for their primary financial relationships. In fact, 80% of Gen Z holds their main account with a traditional financial institution, reinforcing that relevance is not the issue, experience is.

A Generation Defined by Connection

Understanding Gen Z begins with appreciating their mindset. “Gen Z is highly connected, but also lonely,” according to Juliet in the webinar. “They’re seeking real relationships, and those relationships define their financial lives.” This tension between convenience and connection defines how Gen Z approaches banking, where digital fluency sits alongside their desire for real-world relationships. Despite constant engagement across social and digital platforms, many young people feel uncertain when it comes to financial decision-making, creating an opportunity for institutions to step in with guidance that builds confidence.

Adrenaline’s research defines this dynamic as the confidence gap – a critical insight for institutions looking to engage Gen Z. While many members of the younger generation expect their financial situation to improve, a significant portion also reports confusion and concern around money “There’s this financial confidence gap that we see that’s driving this generation,” says Juliet. “This is not simply a knowledge issue; it is an experience issue.” Gen Z does not need more information; what they need is guidance that feels relevant, personalized, and trustworthy, delivered in moments that matter.

Reframing the Role of the Branch

Far from being obsolete, the branch environment is uniquely suited to address these times of uncertainty and complexity. “The nature of branches is changing,” says Juliet. “The branch has shifted from transactional hub to advice hub, as people want to go there to visit their money and get expert advice for their financial lives.” However, that evolution is not happening fast enough. Today, many branch experiences still feel too transactional, limiting the opportunity to build confidence and trust. This creates what Adrenaline describes as the delivery gap, where in-branch interactions feel like a sales pitch rather than a tailored conversation.

Designing for Human Connection

Design plays a critical role in closing this gap. The most effective branch environments are intentionally structured around people, not processes, reflecting broader shifts happening across retail and service industries. “Today, stores are designed around something you can’t get in their app – people, support, connection, expertise,” says Amanda Pouliot. For financial institutions, this means creating environments that prioritize interaction and guidance. When the branch experience shifts to personalized advice, behavior changes considerably. In fact, 76% of people say they will act on guidance that feels relevant to their needs.

This shift comes to life through zones of experience, which organize the branch into purposeful areas that support different needs and behaviors. From attracting attention outside to engaging customers inside and facilitating consultation, each zone plays a role in shaping the customer journey. Pouliot says, “Branches are really well positioned to be staffed in an advisory way that breaks down some of the confusion or anxiety this generation is feeling.” When zones are thoughtfully designed, they create a more fluid, intuitive experience centered on conversation.

Design for What Comes Next

Within the branch, the consultative experience becomes the linchpin. Spaces designed for dialogue help reduce apprehension and encourage openness. Whether through lounge-style seating, integrated technology, or more flexible layouts, these environments signal that the branch is a place for collaboration, reframing the interaction as a partnership to support better financial outcomes. Design with brand purpose at the center is a defining differentiator for Gen Z. As the generation that craves authenticity, Gen Z expects brands to demonstrate clear, consistent values across every interaction – something branch design supports.

Ultimately, the opportunity to grow Gen Z connections is as significant as it is immediate. The younger generation is actively forming new financial relationships, with millions of accounts opened each year and a notable willingness to switch institutions when their expectations are not met. Banks and credit unions that successfully connect digital capabilities with human-centered experiences will be best positioned to attract, engage, and retain younger consumers in an increasingly competitive landscape. When designed with intention, the branch becomes a catalyst for customer trust and a powerful foundation for long-term banking relationships.

From advisory-driven environments to purpose-led design, Adrenaline helps banks and credit unions transform their branch networks into spaces that build trust, strengthen relationships, and support long-term growth.

Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.