In a shifting financial landscape, digital channels have become the most cost-effective, efficient, and user-friendly way to acquire new customers. As FIs consider expanding their digital services to meet customer expectations, they should understand how online options will impact their brick-and-mortar branches.

This paper explores the changing role and continued significance of brick-and-mortar branches amid the growing popularity of digital banking—and uncovers how digital and physical channels augment one another’s potential to create growth.