A 2019 Kiran Analytics survey showed that implementation of the “universal bankers” role continued its rise and that 55{91edff4ab0179c213d4d62ccb73735ad51d636906a6f58336791bd911b76df7b} of FIs have deployed this type of employee. This growth reflects an ongoing shift in focus from transactions to advice, and many observers see this trend as accelerating post-pandemic as many people become more comfortable using digital channels for routine transactions. Additionally, demand for sound financial advice is set to grow as people come back from hardships of being laid off.

Key Takeaway: many CUs have been turning to universal MSRs over the past few years and this trend will only continue to ramp up. Besides investments in staff training, CUs should strongly consider investing in an appointment scheduling solution so that these newly skilled employees will be prepared – both time-wise and paperwork-wise – for member meetings.