[Updated September 2025]
A decade ago, many predicted that mobile banking would make physical branches obsolete. Yet the numbers tell a different story. According to a survey by ORC International, 88% of American adults said they still needed a physical branch for their banking needs. Even more striking, 84% believed that five years into the future, they would still want access to a branch for face-to-face interactions.
Why? Because while mobile is fast and convenient, branches provide something no app can fully replace: human connection. When it comes to complex financial matters—buying a home, consolidating debt, or planning for retirement—members want the reassurance of speaking directly to a person they trust.
Mobile and Branches Aren’t Opposites
As Marina Stein, Senior Research Analyst at ORC, put it:
“Consumers want both options – the ability to interact on-the-go and on their own schedule via mobile and online offerings, as well as the option to be able to have face-to-face engagements for more complex issues.”
This is the reality for credit unions today. Mobile and branch channels aren’t competitors—they’re complements. Together, they create a full-service member experience that balances convenience with personal attention.
Better Lobby’s Role: Connecting the Channels
At Better Lobby, we recognized this synergy years ago when we created the Mobile Appointment Booking Tool. Here’s how it bridges the gap:
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From mobile to branch: Members can book appointments directly from their phones, choosing the branch, date, and service they need.
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Seamless staff visibility: Appointments automatically appear in the Better Lobby Appointment Calendar, visible to staff across the organization.
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Prepared service: Staff know who is coming in, why they’re visiting, and what to prepare—resulting in smoother, more valuable conversations.
This integration ensures that members get the flexibility of mobile scheduling while still receiving the in-branch service they expect.
Why It Matters Now More Than Ever
Even as digital adoption skyrockets, branch traffic hasn’t disappeared—it has evolved. Members now use branches more selectively, reserving in-person visits for their most important financial decisions. This makes every interaction more meaningful, and appointments are the best way to make sure those moments count.
For credit unions, the lesson is clear:
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Don’t choose between mobile and branch. Invest in tools that connect them.
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Prioritize appointments. They ensure efficiency, reduce wait times, and improve member satisfaction.
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Leverage both channels. Mobile drives convenience, while branches deliver trust and sales opportunities.
Key Takeaway
Mobile and branch channels aren’t separate—they’re two sides of the same coin. By combining them with Better Lobby’s Mobile Appointment Booking Tool and Appointment Calendar, credit unions can deliver service that is flexible, efficient, and personal.
The future of member engagement is not “branch or mobile.” It’s both, working together.
The following section is the original post from July 2015. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
According to a new survey by Orc International, 88 percent of American adults feel they still need a physical branch location to go to for banking needs. Plus even as mobile banking improves and grows in both popularity and functionality, 84 percent of those surveyed still believe that they would like to have a branch to go to for face-to-face encounters in 5 years.
Marina Stein, Senior Research Analyst, ORC International, notes that “despite the continued growth of mobile use, the need for physical branches remains constant. Consumers want both options – the ability to interact on-the-go and on their own schedule via mobile and online offerings, as well as the option to be able to have face-to-face engagements for more complex issues.”
We acknowledged this synergy between the branch and mobile channels when we developed our leading edge Mobile Appointment Booking Tool. Appointments made using the Tool are recorded in Better Lobby Appointment Calendar and are visible to all Better Lobby staff users.
Key Takeaway: While on the surface, the branch and the mobile channels are completely separate, they are actually complementary and are equally critical to every credit union’s current and future success.