Publication’s banking coverage explores how branch investments deliver long-term ROI for financial institutions
Wednesday, August 5, 2026– As banks and credit unions renew investments in their retail networks, new banking coverage in EMARKETER examines how branches continue driving customer acquisition for years after opening. Drawing on recent findings from a newly released report from Adrenaline and Curinos, the banking industry publication turns to Adrenaline’s Chief Experience Officer Juliet D’Ambrosio as its exclusive expert on the forces fueling branch expansion and the strategies that help financial institutions achieve greater long-term value from their retail networks.
More than 1,000 new bank branches have opened annually over the past three years, reversing a decade of industry consolidation. Juliet expects branches to play an “ever stronger role” in acquisition and growth over the next 5-10 years, as changing consumer preferences reinforce the value of physical locations. “Those long-term investments mean today’s branch expansion strategies are likely to influence customer acquisition for years,” says Juliet. Although digital adoption continues to accelerate, branches remain critical to attracting new customers, particularly among younger generations seeking greater guidance.
Dive Deeper into Branch Strategies for Growth
Download the report: How De Novo Expansion is Reshaping Retail Banking
Even more, Juliet says that branch-originated relationships are more valuable over time. Not only do accounts opened in a local branch carry higher balances, those accounts are 25% more likely to remain active after one year over digital origination. Those branch-based relationships are “stickier over time,” according to Juliet, as retail locations remain one of the most powerful customer acquisition tools. This sustained performance demonstrates why bank and credit union leaders should evaluate branches as long-term growth investments, rather than have an expectation of immediate returns following a new opening.
That longer timeline is especially important for regional and community financial institutions competing against national banks that have larger branch networks and greater marketing budgets. New branch locations often require 24 to 36 months to reach full market maturity, with sustained and strategic bank marketing needed before a branch can become an “acquisition magnet.” Juliet points to grassroots strategies, including micro-influencer campaigns, as one way smaller institutions can build awareness and momentum without trying to match the spending power of national competitors.
According to Juliet, regional banks have “the most ground to make up” as they compete against the scale of national banks and “lack the local trust community banks have built over decades.” Success also depends on defining the purpose each branch will serve within the broader network. “Branches without a defined role within the network or mismatched to their market’s size or needs struggle the longest,” says Juliet. Strategic market selection, the right branch format, and a sustained commitment to branch marketing and merchandising all influence how effectively a new location translates physical presence into customer and deposit growth.
Even the right location and format cannot deliver their full value without the people needed to create meaningful customer experiences. Emerging AI tools can help employees respond to more complex wealth management or lending questions, but a financial institution’s greatest potential lies in supporting bankers rather than replacing the human interaction customers increasingly seek. As institutions pursue greater operational efficiency, Juliet cautions against reducing staffing to the point that it undermines the advisory role of the branch, emphasizing that “relationships remain the ultimate source of branch value.”
For more on how data-backed branch strategies can strengthen customer acquisition and long-term performance, download the full report How De Novo Expansion is Reshaping Retail Banking or get in touch with Adrenaline’s retail banking experts.
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.
