[Updated May 2025]
Why Branches Still Matter: Lessons from Principality’s Promise to Stay Local
In a time when banks across the world are closing their doors and going digital-only, one UK-based financial institution is making headlines for doing the opposite. Principality Building Society has pledged to keep all of its branches open until at least the end of 2025—and their decision offers some valuable insights for credit unions here in North America.
At Better Lobby, we believe that branches still play a vital role in member relationships. And we’re not alone: research from Principality shows that over 70% of their members consider branch access a key factor when choosing a financial provider.
So what does this mean for credit unions? It’s simple: in-branch service is far from obsolete—it’s evolving.
What We Can Learn from Principality’s Approach
1. Branches Are More Than Transaction Centers
Julie-Ann Haines, CEO of Principality, said it best:
“People use branch visits as an opportunity to enjoy some social interaction… Our colleagues see members as individuals, not just customers.”
Branches are still places where members come for trust, advice, and human connection—especially for complex needs like loans, new accounts, or financial planning. It’s not just about banking—it’s about belonging.
2. Keeping Branches Open Builds Member Loyalty
By committing to keeping all 53 branches and 14 agencies open, Principality is sending a strong message:
“We’re not going anywhere.”
That kind of stability fosters trust and long-term relationships, especially in rural or underserved communities where alternatives may be limited. For credit unions, being part of the community means more than just having a brand—it means showing up, in person, year after year.
3. The Public Still Wants Access to Cash and Services
Even as digital adoption increases, people still want a physical option. Whether it’s a preference for face-to-face service or simply the need for cash, branches remain essential for financial inclusion.
The numbers back this up. While over 700 bank branches closed in the UK in 2021 alone, members of Principality expressed that they continue to value the ability to walk into a branch when they need to.
How Better Lobby Helps Credit Unions Keep Their Promise
Credit unions that want to maintain a strong branch presence while adapting to member needs can benefit from smart tools that enhance both efficiency and experience. That’s where Better Lobby comes in.
Here’s how we help you modernize your branch network—without closing the door on your members:
✅ Lobby Management System
Streamline traffic flow and reduce member wait times by tracking who’s waiting, who they need to see, and how long they’ve been served. No more clipboards or guesswork.
✅ Appointment Scheduling
Let members book face-to-face, phone, or video appointments in advance. Staff can prepare ahead of time, leading to better outcomes and a more personalized experience.
✅ Online Queuing
Offer same-day service options by allowing members to “check in” remotely and arrive when it’s their turn. It’s flexible, convenient, and reduces lobby congestion.
✅ Kiosk Check-In
Members can check in at a self-service kiosk or using a QR code—speeding up service without losing the human connection.
✅ Wall Displays
Keep your lobby fair and transparent with queue updates visible to everyone. No more wondering if someone cut in line.
Key Takeaway:
Branches aren’t going away. They’re evolving.
Credit unions that invest in their branch experience—and back it up with the right technology—will build deeper member trust and long-term loyalty.
Better Lobby is proud to help credit unions stay present, stay connected, and stay member-focused in an omnichannel world.
The following section is the original post from February 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
Principality Building Society, a United Kingdom-based credit union that was formed in 1860, has pledged to maintain its branch presence in the towns and cities it operates in until 2025 at least. This comes in response to a widespread public outcry in the UK against bank branch closings. The institution stated that “feedback from members continues to reinforce that having access to cash and services is vitally important to them…”
Their decision was met with widespread positive publicity across the UK. One finance editor noted that “swathes of branch closures in recent times have dramatically reduced people’s ability to withdraw cash and left entire communities without someone to speak to face-to-face about financial matters, so it is encouraging to see a building society commit to protecting these essential services.”
Key Takeaway: Research by the Principality Building Society among its members found more than 70% said a branch presence was a key factor when deciding which financial provider to choose. These findings closely mirror many surveys in the US where “convenient branches” consistently ranks as one of the very top reasons when choosing an FI.