Why Credit Union Branches Still Matter in 2022—and How to Make the Most of Them
[Updated May 2025]
Even as digital banking continues to grow, one message is loud and clear from EPAM’s 2021 Consumer Banking Report: members still want to visit branches. In fact, U.S. banking consumers expect to visit a branch over 40 times a year. And younger members aren’t skipping the lobby either—40% of 18–24-year-olds used a branch at least monthly in the past year.
So what does this mean for credit unions?
It means branches still matter—but how members experience those branches matters more than ever.
What the Report Reveals
The EPAM study gathered insights from 21,000 banking customers across countries like the U.S., U.K., Canada, Germany, and more. It shows a rapidly changing financial landscape, where:
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Over 1/3 of members want more personalized service
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Over 1/2 of 18–44-year-olds want better financial education from their bank
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57% of young adults used voice tech for banking last year
This tells us something important: people want a blend of digital tools and human connection.
The Role of Branch Appointments
Appointments are no longer just a nice-to-have. They’re how credit unions can:
✅ Make every visit count: When a member books an appointment, staff can prepare in advance—leading to better conversations, faster service, and improved outcomes.
✅ Provide personalization at scale: With the right tools, CUs can match members to the right expert—someone who speaks their language, understands their needs, or specializes in the service they’re seeking.
✅ Maximize efficiency: Better Lobby’s appointment scheduling tools help credit unions manage time and staffing wisely—especially during busy hours.
Younger Members Still Want Face Time
It may be surprising, but Gen Z isn’t digital-only. According to the report:
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34% of Gen Z and 43% of Millennials say they have an account manager
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61% of Gen Z want financial advice from their institution
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Many would be more likely to visit branches for financial education and personal advice
So if your credit union wants to connect with younger members, don’t just invest in apps. Invest in tools that enhance the branch experience, too.
How Better Lobby Helps
Better Lobby offers tools that make branch visits smoother, smarter, and more valuable:
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Appointment Scheduling (in-branch, video, phone)
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Staff Availability Tools
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Visit History for Personalized Follow-Up
With Better Lobby, your branch becomes more than a building. It becomes a key part of your credit union’s strategy to build loyalty, trust, and long-term relationships.
Key Takeaway: Branches Still Matter
Even in a digital-first world, members of all ages still want face-to-face interactions. With Better Lobby, credit unions can deliver efficient, personalized branch experiences that meet the expectations of today’s members—while preparing for tomorrow.
The following section is the original post from January 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
- Banking consumers in the U.S. specifically expect to visit their branch more than 40 times a year going forward
- 18–24 year-olds used their physical branch at least monthly in the past year
- Over one third are looking for a more personalized experience with their finances
With these results in mind, credit unions must strive to make each and every branch visit both productive and efficient for their members in 2022. Appointments can help by maximizing staff productivity, while providing a more streamlined and convenient branch service experience to both new and existing members. They also help address the personalization component mentioned above – appointments ensure that employees are well prepared for every visitor.
Key Takeaway: Your members still want face-to-face interactions even as they ramp up their use of your digital channels. Appointments will be table stakes in 2022 for CUs as branches continue to be in demand by members of all ages.