2026 Financial Trends: What to Expect

The rise of fintech and digital banking has fueled widespread rhetoric declaring the branch will soon be obsolete. But as we look towards 2026 and the future of the financial industry, we see that banks and credit unions aren’t facing the end of the branch, they’re facing the chance to reinvent their physical spaces and strategies. We are seeing industry giants like PNC Bank plan to open more than 100 new branch locations, and renovate more than 1,200 current locations through 2028. The financial institutions that will thrive in the upcoming years aren’t the ones who choose a digital or physical presence, it’s the ones who create a space that combines these two important themes to meet their consumers in the best spot they can. Knowing this, success in 2026 will be driven by a multitude of aspects, but the following are what we see the most value in.

A Relationship Hub

According to the State of the Financial Consumer: 2025 Report, 64% of survey respondents visited a branch in-person in the last day, week, or month; with 61% of the surveyed consumers going to a branch by choice rather than necessity. With digital choices surrounding consumers daily, it’s important to recognize that the branch is still top-of-mind for many people. With more online transactions available, consumers are visiting the branch for connection. Meeting with a banker, asking questions that aren’t answered on a FAQ page, and opening accounts are some of the very common reasons for a branch visit. It’s time to turn those visits into opportunities, using it to educate consumers, provide customized offers, promote current rates, and to connect and build a relationship.

Reimagined Branches

The branch is no longer a withdrawal and deposit hub, consumers are now looking for an experience when they walk into the lobby of their financial institution. Limited seating, cold and sterile decor, and long teller lines are a thing of the past. New and renovated branches are intentionally designed with community, education, and personalized services in mind. Large and welcoming lobbies for the whole family to feel comfortable in, branded and welcoming environments, integrated technology, and the switch from a teller desk to private-feeling teller pods are all aspects contributing to a shift to reimagined branches. When consumers walk into an inviting atmosphere, they are more open to building a relationship.

Purposeful Technology

Not only should the technology throughout your branch be purposeful, it should be relative to consumers. Understanding your target and current demographic is extremely important when deciding what technology to incorporate into your branch. Digital displays are often used to share real-time content like rates, the weather and even community events, while touch tables and interactive displays often supplement one-on-one interactions between consumers and bankers. History walls showcase your story and provide an engaging and educational experience, while kiosks greet visitors and help guide from the moment someone walks in the door. Branches that offer interactive and personalized experience don’t just impress their consumers, they have a 20% higher consumer retention rate.

Beneficial A.I. Integration

We can all agree that A.I. is here to stay, but how it’s used within your financial institution can greatly affect the benefits received, starting with your consumers and their opinion on AI tools. When asked, “In what ways, if any, would you be comfortable with your financial institution implementing AI tools?” respondents were most comfortable with AI being integrated into customer support, such as fraud detection and chat assistance. Not only can AI benefit consumer-facing tasks, but it can take the brunt of tedious back-end activities for staff, allowing for more time to connect with branch visitors.

As the financial industry continues to evolve, one thing is clear: the future belongs to institutions that lead with intention. Branches are no longer defined by transactions alone, but by the value they deliver through relationships, experience, and trust. By transforming branches into relationship hubs, reimagining physical spaces, implementing purposeful technology, and integrating AI in ways that genuinely benefit both consumers and staff, banks and credit unions can create environments that feel modern, human, and relevant.