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Why branches still matter in a digital banking world

Date: September 7, 2026
Region: North America
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As consumers increasingly turn to AI tools for financial guidance and digital channels for everyday banking, the role of the branch is changing, not disappearing.

So how can financial institutions create customer moments that people remember?

In this episode of Frontlion’s Service Experience Podcast, RFI Global’s Head of Research for North America, Dan Latimore, joins host Yoni Lavi to explore how customer expectations are evolving, why trust remains critical in financial services and what banks must do to create value in an increasingly fragmented banking landscape.

Drawing on RFI Global’s latest Innovation Monitor research, Dan discusses the moments that still drive customers to seek human interaction, the opportunities AI presents for banks, and why service, reassurance and advice may become the most important differentiators in the years ahead.

Topics discussed include:

  • Why branches are becoming destinations for advice rather than transactions
  • How AI is changing the customer journey before consumers even visit a bank
  • What customers expect during high-stakes financial decisions
  • The growing importance of trust, reassurance and human connection
  • How banks can strengthen relationships and capture a greater share of wallet
  • Why frontline employees will play an even more important role in the future branch

Key insights include:

  • Only 4% of branch users said going to a branch was never necessary
  • 61% of US consumers have used an LLM for financial research or advice
  • 53% worry about losing human interaction as AI adoption grows in financial services
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Podcast resources

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Bank of America | Banking on trust, AI and the future of digital customer experiences

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