Trina Tate

We are entering a new chapter where the branch’s purpose, presence, and performance continue to evolve—and navigating this change requires constant rediscovery. Determining the what, where, and why of branches is more important than ever to drive growth and remain relevant. Doing so takes data, along with a willingness to continually investigate and lean into analytics and insights to make decisions that stay ahead of the curve. In this panel, senior leaders will explore how banks and credit unions are moving beyond traditional assumptions to reexamine branch purpose, formats, and network design. The discussion will focus on how to leverage data and analytics to understand what is happening in the branch and use those metrics to drive meaningful change. Attendees will gain perspective on how to:

• Evaluate branch performance from a variety of perspectives and metrics that go beyond ‘traditional’ ROI
• Identify opportunities for expansion, revitalization, or investment – and decide where (and when) to close, downsize or relocate
• Change and measure branch models to support advisory, sales, and relationship-building activities
• Balance short-term needs with long-term growth, optimization, and customer experience goals
• Move branch strategy from static to dynamic through continuous investigation and questioning

As digital adoption accelerates, the role of the physical branch is evolving—not disappearing. Yet the shift from career bankers to shorter-tenure frontline talent, combined with increasingly complex product offerings, makes it harder than ever to maintain authentic, trust-building in-person experiences. In this session, Catrina Tate, Senior VP of Retail Experience at Vibe Credit Union, explores why branches remain the “last mile of trust” and how institutions can preserve real, human connection in an era defined by automation and rapid change. Catrina will share how banks and credit unions can empower their teams to:

• Strengthen frontline capability through modernized upskilling and development pathways
• Equip teams to confidently communicate an expanding and evolving product suite
• Design branch experiences that build trust without relying on scripted interactions
• Blend digital efficiency with human connection to elevate the member journey
• Reinforce the branch’s role as a strategic differentiator in a technology-first marketplace