Adrenaline’s thought leaders address influences and inspiration for a new year in the banking industry
As financial institutions usher in a new year, new research finds a compelling mix of opportunities and optimism among banking leaders, even as the financial services sector continues to grapple with challenges stemming from the post-pandemic economic recovery. “Financial institutions are feeling bullish this year with 58% anticipating asset growth of 5% or more,” according to Banking Exchange. Compared to 2024, when 36% of banking leaders expressed that same level of expectation. “Simultaneously, banks continue to diversify their services to ward off competitors, lure new customers, and capture Gen Z as they inherit new levels of wealth.”
“Growth remains top of mind for banking leaders as they seek scale to stay competitive into the next year,” according to Believe in Banking’s Banking Finishes the Year Strong. For community banks and credit unions, that means creating a reliable and repeatable path toward growth remains the primary driver for their institution’s strategy this year. With competition and challenges on the rise, banking leaders must be nimble to deliver on emerging expectations in a consistently evolving environment. To learn about issues most influencing the industry, Adrenaline’s thought leaders share their insights and predictions on banking in 2025 and beyond.
“Innovation in speed to market from institutions large and small is going to affect nearly everyone,” according to Adrenaline’s President and CEO Gina Bleedorn. Pressure to perform in banking is all around. “From new market entry to existing footprints, branch experience reigns supreme and investment is surging.” Gina expects those investments to bear even more fruit throughout the new year. She says, “The results will be an ability to meet the competition for acquiring and retaining customers, as banks more aggressively double down on branch transformation.” The branch experience has emerged as a real advantage for banks and credit unions.
“I find myself thinking about how much of the branch experience is changing, but also what has remained unchanged,” says Chris Howe, Design Principal at Adrenaline. “I believe Will Guidara’s delivery concept of unreasonable hospitality is on point as a major influence on service retail globally, including financial services, where service retailers will deliver exceptional in-person experiences by being hyper-focused on human connection and building loyalty through trust.” Chris believes creating connections through trust is a core competency for financial services, something that has remained unchanged despite evolving expectations.
Creating a sustainable path to profitability is a key consideration. “There’s increased awareness that banks cannot close their way to higher profits,” according to Andrew Johnson, Adrenaline’s Head of Account Management. “They have to find better ways to drive growth through physical presence.” Ben Hopper, Managing Director of Retail Strategy, says, “We’ve worked with a large number of institutions wrestling with transitioning to a proactive approach to acquisition.” Ben expects this focus to continue. “No longer are we in the ‘build it and they will come’ game for customer acquisition. You must have a presence in the market you want to grow, staff skilled in attracting new deposits, and a network structured to serve where people live, work, and play.”
Not only is branch experience essential for growth, but banks and credit unions should not ignore their brand in the new year, as brand building continues to be foundational for success. “Banking has moved to a new level of consumer expectation in brand sophistication and experience,” according to Gina. She believes product marketing alone will not move the needle for banks and credit unions in a viable way, as institutional promotions typically result in short-term, unprofitable customers and members. “In 2025, if you haven’t begun building an ownable, differentiated brand you are already behind.”
Growing needs in the marketplace means consumers expect even more from their financial institutions. Andrew says, “Driven by the new normal of higher costs, Americans are grappling with more complex financial lives” and they expect their bank to respond to these demands. “Banks and credit unions know they must do things differently and move quickly, but don’t always know how,” according to Gina. “For institutions, the biggest missing piece is strategic planning for execution. We are seeing a shift to more executive sponsorship for change, allowing for more focused and cross-collaborative efforts to make real change as external pressure continues to rise.”
Chris echoes the need for meaningful strategies to meet growing challenges. “What clients don’t know is the best way to go about addressing change – methodically, analytically and strategically.” Banks and credit unions are hungry for insights, education, and advice to help them solve both immediate issues and longer-term systemic challenges. Ben says, “Most banking clients are fully aware that the retail banking expectations have been shifting, but they aren’t quite sure how to respond to the changing environment and prioritize the work that needs to be done to transform their brand or branch experiences.”
Learn how to transform your bank or credit union’s brand or branch experience. Contact the brand-to-branch experts at Adrenaline today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
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