[Updated April 2025]
What the “Branch of the Future” Means for Credit Unions Today
As credit unions plan for the future, one thing is clear: the old model of the branch is changing. Routine transactions are moving online or to ATMs, and members are coming into the branch for more meaningful reasons—like getting a loan, opening an account, or solving a complex issue.
So, what should the modern branch look like?
A few years back, a compelling article compared two different visions of the “Branch of the Future”—one from Chase Bank and the other from Umpqua Bank. The lessons from both still apply today—and credit unions can learn a lot from both approaches.
Two Visions, Two Priorities
Chase focuses on speed and efficiency. Their branches are designed to push everyday transactions to smart ATMs and quick-service desks, freeing up staff for higher-value tasks. Their strategy is clear: reduce teller traffic, lower staffing costs, and streamline service.
Umpqua, on the other hand, focuses on engagement and experience. Their branches feel more like community cafés or Apple Stores, with universal associates trained to handle any request, digital tools for self-service, and meeting spaces for community use.
Both models are smart—and both are working.
What This Means for Credit Unions
Credit unions don’t need to copy one model or the other. Instead, the most successful institutions are finding a balance between efficiency and experience.
Here’s how:
-
✅ Use self-service tools to move simple transactions out of the branch (Better Lobby’s kiosk and online queuing help with this).
-
✅ Empower staff with flexible roles, like Umpqua’s universal associates, to handle everything from check-ins to consultations.
-
✅ Offer appointment scheduling to ensure meaningful interactions with the right expert at the right time.
-
✅ Design branch spaces that support both quick visits and deeper conversations—without overwhelming staff.
How Better Lobby Supports Both Approaches
Better Lobby helps credit unions build branches that are fast when they need to be and personal when it matters most:
-
Kiosks and online queuing reduce lines and help members check in easily
-
Appointment scheduling ensures complex visits get the time and attention they deserve
-
Visit history and service tracking help staff prepare for member needs in advance
-
Reports and analytics help you optimize staffing and monitor traffic flow
Whether your goal is Chase-style efficiency or Umpqua-style engagement, Better Lobby gives you the tools to support both.
Two Views of the Future Branch
As credit unions plan for the years ahead, one thing is clear: branches are evolving. Members no longer visit just to make deposits or check balances—that’s what online banking and ATMs are for. Today, branches are becoming places for meaningful interactions, like opening accounts, getting loans, or getting personal guidance.
So, what should your branch look like in the future?
Let’s explore two views of the future branch, inspired by major banks that took very different—but successful—approaches.
🏃 The Efficiency Model – Chase
Chase Bank focused on speed and streamlined service. Their branches move routine transactions to self-service ATMs and quick stations, so staff can spend time helping with more complex needs. It’s all about cutting wait times and using staff resources wisely.
☕ The Engagement Model – Umpqua
Umpqua Bank took the opposite route—designing branches like community hubs. Think cozy spaces, digital tools, and universal associates who can handle anything from cashing a check to setting up an account. It’s about making members feel at home and building deeper relationships.
What Can Credit Unions Learn?
Both models offer valuable insights:
-
Efficiency helps lower costs and speed up service
-
Engagement builds trust and strengthens member relationships
With Better Lobby, credit unions don’t have to choose one or the other. There are Two Views of the Future Branch.
Our tools help you balance both—whether you’re streamlining check-ins with kiosks or scheduling video meetings that feel personal and convenient.
The future isn’t one-size-fits-all. It’s about finding the right mix of technology, flexibility, and human connection that works for your members.
Designing Credit Union Branches for Both Efficiency and Engagement
Credit unions today face a big challenge: how do you serve members quickly and personally at the same time? Some members want to get in and out fast. Others want to sit down, ask questions, and explore their options.
That’s why the best branches today are built around a balance of efficiency and engagement—and Better Lobby helps make it possible.
Why Efficiency Matters
Let’s face it: members are busy. Many just want to make a quick deposit, update their contact info, or ask a simple question. For them, long lines or unclear processes are frustrating.
Here’s how credit unions can boost efficiency:
-
✅ Use Better Lobby’s kiosk or online queuing to cut down on lobby wait times
-
✅ Schedule appointments during off-peak hours to keep the flow steady
-
✅ Let members check in from their phone or a self-service station
-
✅ Use real-time reports to match staff levels to daily traffic
When members know they’ll be served quickly, they’re more likely to visit and less likely to leave frustrated.
Why Engagement Matters, Too
At the same time, branches are no longer just places for transactions. They’re where members come for guidance, trust, and big financial decisions.
Engaging with members in these moments means:
-
👥 Greeting them by name
-
🧠 Knowing their visit history and why they’re here (with Better Lobby’s Visit Purpose and Visit History features)
-
💬 Offering personalized support, not just one-size-fits-all answers
-
📆 Giving them the chance to schedule time with a real expert when it’s convenient for them
Engagement builds relationships—and those relationships lead to loyalty, referrals, and long-term growth.
How Better Lobby Supports Both
Better Lobby gives credit unions the tools to serve all kinds of members, no matter their needs:
| Feature | Supports Efficiency | Supports Engagement |
|---|---|---|
| Kiosk Check-In | ✅ | ✅ (adds personalization) |
| Online Queuing | ✅ | ✅ (lets members choose when to arrive) |
| Appointment Scheduling | ✅ | ✅ |
| Visit History | ✅ | |
| Real-Time Reports | ✅ | ✅ (supports better service planning) |
When these tools work together, your branch becomes a place where every visit feels smooth, intentional, and respectful of members’ time.
Final Thoughts
The “Branch of the Future” isn’t just one thing. Difference financial intuitions will see it differently, Two Views of the Future Branch. The future is many things.
It’s a blend of tech-driven convenience and human connection. Credit unions that can deliver both speed and service will be the ones that thrive.
Better Lobby helps you build that future—starting today.
The following section is the original post from March 2014. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
David Kerstein has written a fine summary of the two approaches to the Branch of the Future as expressed by Chase and Umpqua Banks. His article can be accessed at the BAI site using by pressing here “Two Visions of the Branch of the Future “