Here’s what’s interesting, customers aren’t picking sides between digital and physical banking anymore. Our research shows 58% of people still want a branch within five miles of home, but 61% also rank online and mobile banking as must-haves. It’s not either/or thinking; it’s both/and, and that’s creating some real opportunities for how we approach customer experience.

The generational split makes perfect sense when you think about it. Gen Z and Millennials grew up expecting everything to work seamlessly on their phones, so digital-first is just natural for them. But Boomers and Gen X? They still value that face-to-face relationship, especially for complex stuff like mortgages or estate planning. It’s not that they can’t use technology—they just don’t want it to be their only option—video banking, interactive ATMs, or even something as simple as starting an application online and finishing it in person without having to repeat your whole story.

The smart play here is creating those seamless handoffs. When someone starts something digital, they should be able to walk into any branch and pick up exactly where they left off. No friction, no “let me transfer you to someone who can help,” just smooth transitions that make banking feel effortless.

Download the full report to learn what it takes to build trust, reduce churn, and create meaningful experiences across every generation.

WORK WITH US

Grow Your Business