EJ Kritz

The conversation around bank branches has evolved significantly over the past decade. First, the focus was on closures, then a post-pandemic resurgence of openings, and now, the most-discussed imperative is optimization. Underlying all of those shifts, however, is a greater need to keep up with trends in physical network strategy and remain agile in the fast-moving discipline of market planning. How can financial institutions build strategies and teams that can shift with customer behaviors, market dynamics, and emerging opportunities? In this fireside chat with Andrew MacDougall, Senior Vice President of Market Strategy at Citi, get expert insights on staying ahead of the curve, with a focus on both internal agility and external market forces. From technology to teams, we’ll examine key trends in physical network strategy to think in new ways about fostering agility while growing and optimizing branches in dynamic markets.

As digital banking reshapes customer preferences, branches have a unique opportunity to redefine their role as essential touchpoints in fostering trust and loyalty. This keynote explores the unique value that human-centered service provides in a technology-driven world. Gain actionable strategies to transform your branches into vital components of an omnichannel banking experience. Drawing on cutting-edge examples and future trends, this session demonstrates how branches can go beyond transactions to deliver personalized, high-impact engagements. Get inspired to: 

• Position and craft branches as relationship hubs that complement digital banking 
• Integrate new technologies to enhance—not replace—human interaction and deliver expert, empathetic, and adaptive customer service 
• Create experiences that build loyalty and trust across generations and locations in an increasingly digital era 

Personalization is no longer a luxury—it’s a customer expectation that drives loyalty and differentiates financial institutions. Banks and credit unions must deliver tailored solutions, proactive engagement, and seamless services, yet disconnected systems and underutilized customer data have often under-delivered truly personal and personalized services in ways that customers actually want. This panel will explore how to: 

• Unlock the full potential of personalization by utilizing customer data effectively   
• Decide when customers are interested in sharing data versus what is perceived as intrusive, and deploy your strategies accordingly 
• Discover new opportunities to use technology to bridge gaps and improve communication with customers 

Only 47% of Gen Z have an account with a traditional bank. However, a surprising number cite having a branch nearby as a reason they consider opening an account at a bank or credit union. As generations grow up, preferences are also changing. Explore the evolving preferences and expectations of customers across all age groups. This session will delve into strategies for engaging Gen Z, thinking ahead about Gen Alpha, while continuing to understand and react to the changing preferences of older generations as the technological landscape shifts. Panelists will discuss the latest trends and the generational shifts shaping the banking industry and learn how to adapt their strategies to:  

• Identify key trends in digital banking and personalized experiences 
• Leverage financial wellness and social responsibility to attract and retain customers 
• Develop strategies to grow a multi-generational customer base 

Fraud is on the rise, fueled by sophisticated tactics and tools like generative and voice AI, which make it easier for bad actors to deceive both institutions and their members. Protecting member data requires a proactive, multifaceted approach that combines cutting-edge technology, strong identity verification practices, and vigilant staff training. This panel brings together industry leaders to explore best practices for preventing and mitigating impersonation fraud, including: 

• Evaluating risks and leveraging new tools to detect and flag fraudulent activity 
• Strengthening identity verification protocols to ensure data security 
• Training frontline and back-office teams to recognize and respond to impersonation attempts 
• Staying ahead of evolving fraud trends to safeguard your institution and its members