Article recaps “Retail Next: Evolving the Branch Experience with Data and Design” presentation delivered to invitation-only audience of banking industry leaders
Tuesday, August 19, 2025 – This spring, the banking industry’s exclusive retreat BankSpaces took place in Clearwater, Florida, delivering meaningful thought leadership to a small and select gathering of like-minded industry leaders committed to branch banking transformation. At the conference, Adrenaline’s President & CEO Gina Bleedorn delivered a keynote that reframes the branch conversation. Drawing on exclusive research and real-world examples, she explored what she calls the “branch paradox” – the surprising reality that while digital banking adoption is at record highs, demand for in-person banking experiences is surging at the same time.
Her remarks, featured in the BankSpaces roundup, The Great Branch Race: Why Most Banks Are Running the Wrong Way, noted that after years of contraction, many banks are now reinvesting in their branch networks, but not always in the right way. Following a dramatic reversal in branch trends, 2023 marked the first year in a decade where openings outpaced closures, driven by investments from institutions of all sizes. Yet, as she cautioned, having more branches doesn’t automatically mean better results. “The great branch race is not won at the starting blocks or the finish line,” according to Gina. “It’s actually won in the middle at the handoffs.”
As noted in the article, those handoffs often break down in what Gina calls a “great disconnection” or noticeable gaps between analytics, design, and execution that can derail the transformation. Too often, data is collected but not converted into meaningful actions, strategic intent gets lost in the design process, or well-planned initiatives stall during rollout. Without strong coordination, the speed of building or renovating branches can quickly outrun the strategy needed to ensure the network delivers lasting institutional value. Bridging these gaps requires clear ownership at every stage, ensuring decisions and design intent carry through.
In her presentation, Gina pointed to examples where banks are challenging the status quo and generating better results because of it. Incredible Bank’s Florida market entry stands out, largely because institutional leadership refused to settle for a “bank-looking bank.” The branch features an impressive 360-degree drive-thru that “celebrates car service rather than hiding it, including ITM lanes and curbside service where bankers come directly to customers’ cars,” according to the BankSpaces article. Gina also highlighted banks piloting smaller formats, community-use spaces, and tech-enabled self-service to rightsize their delivery.
Ultimately, as Bank Spaces reported, the real winners in the “great branch race” won’t be those opening the most locations the fastest, but those aligning purpose, process, and performance at every stage. Successful institutions build branches to serve as brand beacons, relationship hubs, advice centers, and community connectors – roles that go far beyond transactions. For customers, branches offer counsel, connection, and convenience. For banks, branches deliver loyalty, efficiency, and opportunities for cross-sell and acquisition. “It is about the right delivery model,” says Gina. “And the people part that needs to be inherent in the experience you plan.”
To watch Gina’s full presentation or explore select insights from the keynote, see BankSpaces’ coverage of the event. BankSpaces is an invitation-only retreat exploring the future of physical bank branches. The next gathering will take place April 19-21, 2026, in Bonita Springs, FL.
To learn more about successful strategies for branch transformation, or to speak with one of Adrenaline’s brand experience experts, contact us today.
