Why the Branch vs. Digital Debate Misses the Point
[Updated May 2025]
The banking world loves a debate—especially the one about whether branches are dead or here to stay. But according to new research from Cornerstone Advisors on The Financial Brand, this debate misses what really matters: people just want their problems solved—quickly and conveniently.
So instead of asking, “Should we invest in branches or go fully digital?” the better question is, “How do we make it easy for members to get what they need—whether they’re online or in person?”
That’s where tools like Better Lobby come in.
The Real Issue: Convenience Wins
Here’s what the Cornerstone study found:
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Many people visit branches not because they prefer them, but because digital channels didn’t work for their situation.
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Younger members (Gen Z and Millennials) are especially likely to start online and switch to a branch only when something goes wrong.
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Members want their credit union to work like the rest of their life—simple, fast, and available on their terms.
In short: when digital works, people don’t need the branch. But when it doesn’t, they still need someone to help—and they want that help fast.
It’s Not Branch OR Digital—It’s Both
The study says we should stop thinking of digital vs. branch as a competition. Instead, we should focus on “human + digital” service.
Better Lobby helps credit unions blend both worlds by:
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Letting members join a queue or book an appointment online, then walk into the branch already checked in
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Offering video and phone appointment options so people get help without needing to visit
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Giving staff access to visit history, so members don’t have to explain things twice
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Allowing for real human interaction, while using tech to make that process faster and smoother
What Members Really Want: A Relationship, Not a Channel
The study also shows that many members—especially younger ones—value having a personal account manager, even if that relationship happens online.
They want someone to:
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Check in on their overall financial health
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Give real advice, not just product pitches
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Help them solve problems when something goes wrong
Better Lobby’s scheduling tools make it easy for members to choose who they meet with and how—in-person, phone, or video. That way, even digital-first members can build real relationships with your staff—without waiting in line or visiting a branch when they don’t have to.
Final Thought: About Branch vs. Digital
Branches aren’t dead. Digital isn’t enough. It’s not either-or—it’s both. What members care about is getting the help they need, when and how they need it.
With Better Lobby, your credit union can offer flexible, personal, and efficient service—wherever the member journey begins.
The following section is the original post from December 2021. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
A recent Financial Brand article posed 2 important questions for CUs:
1) How can digital technologies enhance person to person interactions?
2) How can digital technologies be better utilized when branch interactions are not convenient?
Our Product Development team has given a great deal of thought to these questions and subsequently directly addressed them with our solutions. Our Kiosk module helps with question 1 by allowing your branch visitors to easily check-in and then engage in other branch-provided activities with the confidence that branch staff knows of their arrival and that they will be served by your employees in the appropriate order.
To address question 2, we developed our Flexible Branches Video Module. This affordable module extends the conventional Better Lobby Branch Service Queue beyond the physical branch so that video visitors waiting in the virtual lobby can be seen and served by expert staff at any Better Lobby equipped location – plus employees can work from home if needed.
Key Takeaway: All of your channels need to work together in a single process that meets member needs in a manner most convenient to them.