Thursday, February 13, 2025 – As competition in the banking industry reaches a fever pitch, financial institutions must balance their need for immediate ROI in retail with longer term strategic thinking about the performance of their overall branch network. This balancing act, according to Gina Bleedorn in a recent conversation with BankSpaces, requires a more holistic and purposeful approach to branch strategy, especially in light of an organization’s M&A focus. “This is not a one-size-fits-all, nor should it be,” according to Gina in Rethinking Branch Strategy: Why ‘Big and Bold’ Isn’t Enough. “[Your approach] has to evolve… and that’s going to require a concerted strategy and effort to get there.”
It might seem like a paradox, but younger generations have an affinity for the branch. When asked how banks should tailor the branch experience to these digital natives, Gina believes their need for advice holds the key. “Young consumers are increasingly seeking in-person financial advice, even as routine transactions decline,” she says. “This shift demands a reimagining of branch spaces. Modern branches should be smaller than their predecessors, yet designed with flexibility to support various engagement levels.” Beyond footprint, staffing in these reimagined spaces must also change. “Traditional teller-focused roles must evolve into relationship builders who are comfortable with sales and cross-selling.”
In the Q&A, BankSpaces’ Chris Killian asked about Adrenaline’s recent Branch Advantage report that finds institutions that invest in their branch network grow more and faster than the financial services sector at large. Gina says that data-driven decision making is at the heart of that growth. “Analytics should drive branch strategy beyond basic location selection,” she says. All banks use market data for prospecting, but diving deeper into analytics results in a more robust return. “Banks need to analyze market dynamics to determine optimal branch formats that resonate with local customers for more effective capture of market share. Branches following this strategy showed 22% above-market deposit growth”
Read all of Gina’s insights in BankSpaces’ Rethinking Branch Strategy: Why ‘Big and Bold’ Isn’t Enough. BankSpaces is an annual retreat bringing together key leaders in financial services to explore retail banking transformation through the lens of real estate, design + technology. Reach out to request an invite to this exclusive event in Clearwater, FL, from April 27-29, 2025.
To learn more about retail banking strategies, or to speak with one of Adrenaline’s brand to branch experts, contact us today.
