What Branch Deserts Teach Us—and How Credit Unions Can Respond
[Updated May 2025]
You may have heard of “food deserts,” areas where people don’t have easy access to grocery stores. But now there’s another growing concern: branch deserts—communities where bank and credit union branches have closed, leaving residents without in-person financial services. We dive into the article from Portland Business Journal about Branch Deserts
This isn’t just about convenience. It’s about fairness, opportunity, and connection.
According to the National Community Reinvestment Coalition, more than 13,000 branches have closed since 2008, mostly in low- and moderate-income areas. Oregon has been hit especially hard, with Portland alone losing nearly 10% of its branches between 2017 and 2020.
So what can credit unions do about it?
Credit Unions Can Step In Where Banks Step Out
While many large banks are shutting down branches, OnPoint Community Credit Union is doing the opposite. They opened 20 new branches in Fred Meyer stores across Oregon, with a focus on communities that had lost access.
One new branch in Northeast Portland, for example, gave local residents much-needed access to financial guidance and services—without needing a car or a long commute.
✅ Lesson: Branches still matter. For many people, especially in underserved areas, in-person banking is essential—not optional.
Digital Tools Are Not Enough for Everyone
Many financial institutions have shifted to online-only banking. But that doesn’t work for everyone.
Over 216,000 Oregonians lack broadband access. Others may not be comfortable using banking apps—or may prefer face-to-face support when dealing with money, credit, and life-changing decisions.
✅ Lesson: Digital-first doesn’t mean digital-only. Credit unions must meet members where they are, not where we assume they are.
Better Lobby Helps Credit Unions Do More, With Less
Expanding branches is a big step—but credit unions can also maximize their current branches using smart tools like Better Lobby:
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📅 Appointment Scheduling: Let members book in-person or video meetings ahead of time.
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🧍 Kiosk Check-In: Offer faster, self-guided check-in, even in small branches.
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⌛ Queue Management: Reduce wait times and avoid bottlenecks, especially in high-traffic locations.
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🖥️ Video Appointments: Reach rural members or branch deserts without needing a new building.
You don’t need 20 new locations to make a difference. With Better Lobby, you can make each branch work smarter and serve more people.
It’s About More Than Banking—It’s About Community
Access to in-person banking services supports financial wellness, small business growth, and community trust. It can even improve health and food security, according to research from the World Economic Forum.
OnPoint’s success shows that thoughtful branch expansion—paired with technology and service—can bring banking back to neighborhoods that have been left behind.
Final Thought: Branch Deserts Teach Us
The idea of branch deserts should be a call to action. Whether you’re opening new branches or improving your existing ones, the goal is the same:
Make it easier for members to access real help, from real people.
Better Lobby is proud to support credit unions doing just that.
The following section is the original post from January 2022. While some product names and screenshots may be outdated, we’ve kept it here for historical reference.
OnPoint Community Credit Union is keenly aware of the importance of providing members and their community the option of in-person financial services.
Cory Freeman, VP and Regional Manager at the Portland, OR-based CU, explains their motivations: “the issue of branch access goes beyond ease of making deposits or withdrawals – it’s also about building strong communities. Meeting with our members in person allows us to connect with them on a deeper level and fully understand their current challenges, help them set goals, and create a plan that will ultimately help them accomplish those goals.”
Key Takeaway: The World Economic Forum research shows greater access to financial services makes a difference in a person’s overall well-being and CU branches are ideally suited to deliver this access.