Even as banking goes digital, the branch remains a vital human touchpoint, especially for younger generations. Gen Z is visiting branches more than other generations and asking for financial advice, proving that people still want face-to-face guidance.
Branches are no longer just transactional spaces. They’re where trust and relationships are built. Banks that invest in people-first branch strategies can strengthen loyalty, grow deposits, and build a sustainable growth strategy in a digital-first world.
Why Bank Branches Still Matter to Customers: To Get Advice, Open Accounts, & Purchase Products
Today, a majority of routine banking transactions happen on devices. As with most industries, digital access has become essential to the banking experience, but the ability to visit a bank branch in person remains a key preference for most individuals. Having access to the branch remains the second most important consideration for banking customers when choosing their primary bank, according to the EPAM Continuum Consumer Banking Report 2024. The global survey found that 86% of customers have visited a branch in the last year, with 45% going to a location at least monthly. More than any other banking channel, people use branches to get advice, open accounts, and purchase new products, with six out of 10 saying they “turn to branches to solve specific and complicated problems,” according to Accenture.
Branches are so essential for experiences that U.S. banks added more net new branches in 2023 for the first time in a decade. Since then, this trend has only continued, with the first three months of 2026 seeing a net growth of 50 new branches.
But building branches alone won’t cut it in today’s high-expectation environment. “The ever-increasing dominance of digital banking has pushed financial institutions to take a fresh look at where the branch fits into the bank’s overall customer experience,” finds eMarketer in What the Branch Means in the Age Of Digital Banking. “Banks that provide a differentiated in-person experience for needs that require a human touch are likely to see more traffic and greater usage of their branches for high-value tasks.”
How the branch functions is as essential as the staffing inside. While many industry articles tout new branch technology to make transactions faster, branches are evolving with a decidedly more human purpose at the center. “No customer who walks in [to a branch] is going to choose a machine over a person, unless the lines are incredibly long,” according to Gina Bleedorn, President and CEO of Adrenaline, in BAI Banking Strategies’ Evolution of Banking Branches. “At the end of the day, branch technology should be in service of streamlining transactions, so branches can do what they do best –support consultation, advice, and relationship-building.”
Gen Z Banking Preferences and the Branch
Gen Z banking preferences prove that digital-first does not mean digital-only. While younger consumers expect seamless mobile tools, they still seek human guidance for significant financial moments like opening accounts, getting advice, making major life decisions, and building confidence around money. Adrenaline’s own research found that when designing branch experiences for Gen Z and beyond, 65% of Gen Z prefer to open accounts in person, and 76% say they will act on financial guidance when it feels relevant to their needs.
That makes the branch a powerful differentiator in the customer experience in banking, especially for financial institutions competing for the next generation of relationships. Gen Z is digitally fluent, but they are also looking for trust, authenticity, and advice that feels personal. Research from Kantar shows younger consumers blend digital convenience with human connection, while Accenture finds that consumers continue to visit branches for complex needs and tailored advice. For banks and credit unions, serving Gen Z in the branch means designing a bank branch experience that helps them feel seen, supported, and ready to act.
The Future of Bank Branches in the Age of Digital Banking
The rise of digital banking has changed the purpose of bank branches, but it has not replaced their value. Digital channels are best for speed and convenience, while branches are increasingly important for high-value moments that require trust, reassurance, and a real conversation with an expert. The branch is more than just a place to process transactions: it is a space where a brand’s visual display, in-person advice, and human connection become a competitive advantage.
If you’re a banking leader looking to build better branch experiences, get in touch with the bank and credit union experts at Adrenaline.
Believe in Banking is Adrenaline’s insights-led resource, created to inform, educate, and inspire leaders in financial services. Delivering credible content rooted in research, the platform highlights the forces shaping the future of banking. From perspectives on emerging trends to podcast interviews with industry trailblazers, this purpose-driven channel helps banking leaders learn, lead, grow, and thrive.
