5 Reasons to Attend Future Branches Austin in 2025
Just as digital adoption has reached new heights in the banking industry, physical branches are seeing significant investment from major players. According to one report, PNC, Chase, and Bank of America plan to open a combined 870 new branches by 2030 in U.S. metro areas in a bid to compete for consumer deposits.
This reflects a sophisticated understanding of customer needs—while routine transactions have moved online, branches are evolving into high-value relationship centers. Over the next 12 months, banks and credit unions will face critical decisions about their future network strategies.
Future Branches Austin 2025, happening at JW Marriott Austin in Austin, Texas, from November 18th to 20th, will be an essential gathering for bank and credit union leaders ready to navigate this complex landscape. Here's why senior executives from institutions of all sizes should prioritize this event.
1. Master the Art of Strategic Branch Transformation
Today’s leaders at banks and credit unions are building branches as part of a growth strategy. Some of the major investments coming include the following:
- Chase has committed to opening 500+ new locations, demonstrating confidence in physical banking's future.
- Bank of America is opening 150 financial centers by 2027 and renovating its network to make them collaborative spaces.
- PNC doubled its expansion investment to $1.5 billion for 200 new branches across 12 high-growth markets.
Chase reports that nearly one million customers visit their branches daily, and their expansion has contributed to reaching 68% of the U.S. population within accessible drive time. PNC specifically targets a 7% branch market share in new markets, knowing this threshold correlates with accelerated deposit growth.
At Future Branches Austin, get ready for three days of informative sessions exploring how banks and credit unions can build branches of the future, create compelling customer experiences in physical spaces, and optimize their branch networks for maximum impact. The morning of Day 1 is bookended by two titans of branch transformation, starting with Karen Swiatocha, EVP & Head of Contact Center & Retail Transformation at Citizens Bank to discuss "Leading Across the Seams: The Mindset and Behaviors Driving the Future of Service”, and ending the morning with Melanie Jordan, EVP Director, Retail Analytics & Strategic Initiatives at Zions Bancorporation to talking about rethinking your branch network strategy in her fireside chat, "From Strategy to Ecosystem: Rethinking Branch Success in a Transforming Landscape”.
2. Unlock Your Organization’s Potential for Innovation
Innovation isn't about rockets and robots—it's about systematic execution that delivers measurable results. At Future Branches Austin 2025, there are plenty of sessions and workshops focused on nurturing innovation from the branch up.
Dakota Crow, Vice President and Head of Innovation Programs at U.S. Bank, will draw on his experience leading innovation at one of the nation’s largest banks to show leaders how to turn big ideas into real-world impact. Far from abstract theory, this session will walk attendees through the practical steps needed to move from inspiration to action—sharing strategies for fostering a culture of curiosity, empowering staff at every level to become everyday innovators, and designing programs that deliver measurable results.
This keynote isn’t just about inspiring change; it’s about equipping executives and branch leaders with the mindset and methods to make it happen. Attendees will learn how to:
- Build a culture of curiosity and experimentation
- Support the innovative capabilities of staff
- Turn big, transformative ideas into action plans and pilot programs
- Avoid common innovation challenges
Crow will also lead a hands-on workshop called "Innovation Elevation: Mapping Success,” where attendees will learn about a practical framework for turning ideas into measurable impact.
Benjamin Maxim, Chief Innovation Officer at MSUFCU, will host a keynote case study entitled "Innovation in Action: Building an R&D Team to Drive Transformation.”
Here, Maxim will share his experiences building a research and development team and showcase some of the tools he and his team are using to transform the member experience. Attendees will learn about the challenges they encountered and the practical insights they gained while piloting new initiatives.
Other sessions will also help leaders unlock their innovative capabilities and inspire their teams, including the Fourth Annual Future Branches Innovators Showcase and Awards Ceremony. Attendees will have a chance to nominate fellow finance leaders who have succeeded in categories like branch design, staffing, and technology.
3. Experience Tomorrow's Branch Technology Through Exclusive Austin Site Tours
Theory becomes reality through firsthand experience. Future Branches Austin's exclusive branch tours provide hour-long visits to some of Austin’s most innovative banking locations.
These aren't marketing showcases; they're working implementations where technology meets customer needs. Attendees will experience AI-powered branch solutions in action and see ITM technology achieving transaction adoption rates. Interactive Teller Machines enable single tellers to service multiple lines while customers receive most standard teller services through enhanced ATMs with video connectivity.
Most importantly, attendees will meet the implementation teams behind these innovations. Understanding practical challenges and successes from the people who lived through deployments provides insights no vendor presentation can match.
These conversations often prove more valuable than the technology demonstrations themselves, as real implementation stories reveal what works in actual branch environments.
Access is first-come, first-served, making early registration essential for securing spots on these limited-capacity tours.
4. Navigate the Merger & Acquisition Wave That's Reshaping Community Banking
M&A activity has gained momentum as institutions seek scale, efficiency, and competitive advantages in an increasingly challenging market environment.
This isn't just about large banks absorbing smaller institutions. According to a report by the Independent Community Bankers of America, credit unions are expanding their footprints geographically while community banks are using strategic acquisitions to enter new markets and acquire advanced technology platforms. Financial institutions' most significant costs are tied to their branch networks, making transformation decisions critical for survival and success.
Key sessions at Future Branches Austin 2025 will focus on M&A topics. Here are two to keep an eye on:
- Panel: Mergers and Acquisitions – Keeping Employees and Customers Engaged Through Change: This panel will explore how banks and credit unions can unify their cultures, avoid service disruptions, and merge workforces during organizational changes. It will be a critical session for any leaders engaged in or planning a merger or acquisition.
- Interactive Thought Leader Roundtable: Strategies for Successful Mergers and Acquisitions: Facilitated by Tara Baker, Assistant Vice President of Branches at All In Credit Union, this session will allow attendees to share their experiences and questions about successful M&A strategies.
The complexity of modern M&A requires more than traditional strategies. Future Branches attendees will learn from speakers managing institutions ranging from 2,000+ branches to small community credit unions that are successfully navigating this transformation.
5. Find Solutions to Your Staffing and Workforce Challenges
Staffing has consistently been a major concern for banks and credit unions year after year.
"One of the most common themes I’ve heard about from colleagues is that it’s hard to find good staff,” said Patrick Twohy, Senior Regional Manager, Hawaii State Federal Credit Union, during a session exploring knowledge gaps and succession planning in banking at Future Branches Austin 2024.
Twohy went on to discuss the importance of providing pathways toward advancement to retain talented team members:
"It’s our job as managers to provide support for our staff, which, ultimately, is how we create a culture of promotability. It often comes down to paychecks, but I think annual raises aren’t going to provide your employees with a good livelihood—promotions are. They must be able to find ways to advance through the company.”
Hawaii State Federal Credit Union's approach has significantly increased internal promotions from teller positions to loan officer roles, demonstrating how strategic workforce development creates sustainable career paths.
The evolution of teller roles exemplifies broader workforce transformation needs. Traditional transactional duties are shifting toward relationship management, with many institutions adopting universal banker models where staff transact, sell, advise, and service customers in branches. This requires systematic development that equips employees with tools for complex conversations as customers arrive with sophisticated needs.
Building sustainable workforce models requires comprehensive frameworks for attracting, onboarding, training, upskilling, and retaining employees in a competitive labor market. According to a report by SHRM, the U.S. Bureau of Labor Statistics projects that 6.7 million jobs will be added to the economy by 2033, but there will be a significant gap in available workers compared to previous generations.
This issue makes strategic workforce development not just an operational necessity but a competitive advantage.
Transform Your Challenges into Opportunities at Future Branches Austin 2025
Each Future Branches Austin session includes actionable takeaways, real case studies with measurable results, and networking opportunities with peers facing identical challenges across institutions of all sizes. The conference's interactive design ensures meaningful engagement through targeted presentations, roundtable discussions, panels, and structured networking functions.
The event will have 400+ senior-level professionals in retail banking, branch transformation, and branch operations onsite. Not only does it provide extensive networking opportunities, but it also provides hands-on learning experiences that can help your team drive innovation over the next 12 months.