# Credit Unions Shift Branch Focus

> Credit unions turn branches into financial advice hubs as Gen Z seeks in-person guidance.
- Title: Credit Unions Shift Branch Focus · Pymnts | Shortify
- Summary: Credit unions turn branches into financial advice hubs as Gen Z seeks in-person guidance. 76% of Gen Z consumers act on personalized financial advice…
- Keywords: gen z, credit union, branch repurposing, financial advice, advisory hub, credit union executive, business, finance, Credit, Unions, Shift, Branch
- Source: Pymnts — https://pymnts.com/credit-unions/2026/the-credit-union-branch-gets-a-new-scorecard
- Author: PYMNTS
- Published: 2026-09-29T08:00:55+00:00
- Read time: 1 min
- Topics: gen z, credit union, branch repurposing, financial advice, advisory hub, credit union executive, business, finance
## Gen Z Financial Advice Preferences
28% of Gen Z consumers prefer receiving financial advice in person, compared with 46% who prefer online guidance.

> 28% of Gen Z consumers prefer receiving financial advice in person, compared with 46% who prefer online guidance.
## Gen Z Action on In-Branch Advice
76% of Gen Z consumers say they will act on personalized guidance received during an in-branch conversation.

> 76% of Gen Z consumers say they will act on personalized guidance received during an in-branch conversation.
## Credit Union Branch Repurposing
76% of credit union executives planning to repurpose existing branches intend to turn them into advisory hubs.

> 76% of credit union executives planning to repurpose existing branches intend to turn them into advisory hubs.
## Branch Repurposing Strategy
64% of credit union executives enhance ATM capabilities to move routine transactions toward self-service while using branch space for financial consultations.

> 64% are enhancing ATM capabilities, allowing routine transactions to move toward self-service while branch space is used for financial consultations.
## Gen Z Branch Usage Patterns
65% of Gen Z consumers prefer opening new accounts in person despite digital banking familiarity.

> Sixty-five percent prefer opening new accounts in person, despite their familiarity with digital banking.
## Branch Value Shift
Credit unions repurpose branches for financial guidance when in-person interactions lead to member action, reducing reliance on teller windows.

> For credit unions, then, declining dependence on the teller window doesn’t necessarily mean declining branch value. The Gen Z findings point to a narrower role for physical banking, with the branch earning its place when an in-person interaction leads to useful financial guidance and subsequent member action.
## Key takeaway

76% of Gen Z consumers act on personalized financial advice received in-branch, prompting credit unions to repurpose branches as advisory hubs.