Consumers are rapidly expanding their use of digital tools, juggling multiple payment platforms, and completing more transactions remotely than ever before, yet the physical branch continues to play a large role in how people choose, trust, and engage with their primary financial institution. In January, we surveyed more than 1,000 consumers across the U.S., spanning a wide range of ages and backgrounds, to better understand their relationship with the branch and how they use it today.
Our latest research reveals a clear pattern: while many customers appreciate the convenience of digital banking, they still anchor their relationships in institutions with a tangible, local presence. Proximity, service quality, and the perceived strength of a branch network all influence where accounts are opened, which locations are visited, and which providers are viewed as established and dependable.
At the same time, generational differences are reshaping expectations. Younger consumers are the most digitally fluent and the most active users of emerging tools, but they are also forming strong opinions, both positive and critical, about the institutions they choose to trust. Midlife consumers are blending digital efficiency with traditional relationships, and older customers are deepening their ties in ways that emphasize stability, access, and long-term financial services. Across every segment, the “primary financial institution” remains a powerful concept, and earning that role depends on far more than a strong app.
The findings point to a future where digital capabilities are essential, but the branch is a strategic differentiator, not a legacy channel. Financial institutions that align convenience, location strategy, and in-person experience are best positioned to win the primary relationship and keep it. Download the full whitepaper to explore the generational shifts, behavioral trends, and strategic implications shaping the next era of branch banking.
