The Power of In-Person Engagement

In an age where digital convenience reigns, true retail banking stands apart through its human touch. A YouGov study for Diebold Nixdorf found that 33% of U.S. consumers still consider physical branches essential for core banking activities, across all age groups, demonstrating that face‑to‑face interactions remain critical in trust‑based services. This emotional and psychological reassurance, essential in complex financial matters, simply cannot be replicated on a screen. Thus the power of in-person engagement demonstrates a need for in-person engagement through physical retail branches.

Numbers That Speak: Branch Visits Are Far from Fading

Recent survey data from Candescent paints a compelling picture: roughly 15% of consumers visited a branch in the past month, and over 40% believe personal interactions are still essential to their banking experience. This underscores that branches aren’t relics; they’re differentiators. As Andrew Short of Candescent aptly noted, for small businesses handling significant cash flows, branches remain “fundamental for deposit gathering.”

Strategy in Action: Brands Reimagining Branches as Experience Hubs

The Financial Times reports that European banks like Santander and Nationwide are transforming traditional branches into multifunctional hubs with cafés, co‑working spaces, community workshops, and specialized advisory services. They combine digital services with in‑person reassurance. These redesigned environments not only serve transactional purposes, but also cultivate loyalty through personalized conversations, trust-building, and community engagement.

Beyond Transactions: Branches as Trust Anchors

Deloitte’s 2025 analysis revealed that over 40% of customers visit branches at least monthly. 68% of customers say proximity to branches or ATMs is a key factor in choosing their primary bank. Beyond convenience, branches communicate commitment conveying stability, security, and a human connection that encourages customers to stay and engage deeper. Retail branches also enhance community development, particularly in underserved areas, and foster stronger relationships with small‑business clients.

Small business lending can also build trust. According to the FDIC, Small-business lending remains a staff-driven service for banks with only 3% of banks fully automating the process. By supporting small businesses , branches become more embedded in the community, boosting their relevance and reputation. These relationships also help branch staff gain local market insights and manage credit risk more effectively. In a digital banking era, small business lending gives physical branches a unique and strategic role that’s hard to replicate online.

Today’s retail banking platforms are experiencing increased growth beyond the traditional transactions.

Act Now: Elevate Your Retail Banking Experience and Harness the Power of In-Person Engagement

How do you begin to harness the power of in-person engagement? If your retail branch doesn’t yet offer curated in‑branch experiences such as private financial advice sessions, tailored cash services, or community enrichment events. Now’s the time to act. Reimagine your space as a high‑end client haven, fused with exceptional digital tools and staffed with advisors who inspire trust and build loyalty.

We want to hear from you.

• What in‑branch innovations have elevated your client relationships?

• How are you integrating digital and in‑person services to enhance trust‑based banking?

• Have you tested experience hubs, like lounges or advisory cafes, to distinguish your branch?

Share your bold ideas or questions in the comments below. Let’s shape the future of retail banking together. For more information on FSI’s Retail Branch and Branch Remodel program, contact us.