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Though technology continues to redefine the way banking is done, credit unions across the country still recognize the value in having an exceptional in-person branch experience. While they may look a little different inside than they did 10 or 20 years ago, investing in physical branch locations allows credit unions to provide the same great local service, personalized to meet their members’ individual needs.

Credit unions are not-for-profit, member-owned financial institutions driven to make life better for their members and their communities. It’s a pointed part of credit unions’ strategies to be visible parts of our communities. However, effectively implementing new forms of technology has changed the way they’re able to utilize space inside branches.

Leveraging Technology

At Ascend Federal Credit Union, we believe our members deserve service that meets them where they are. Whether it’s through our mobile app, 24/7 contact center, or in person at their local branch, we are constantly looking at ways to elevate the member experience. That commitment drives us to continually explore new technologies and reimagine our branch design, always with our members’ needs as our biggest priority.

For example, if you’ve been to one of our branches recently, you’ve probably noticed or even used an Interactive Teller Machine (ITM). We were one of the first financial institutions in Tennessee to implement ITMs, and they’ve enhanced the way we’re able to serve members because of their ease of use when performing quicker transactions like deposits, cash withdrawals, or loan payments. Plus, you still get to connect directly with a local Ascend representative who can assist you through your transaction.

Implementing ITM technology in our branches has allowed us to better utilize space inside our lobby areas while also expanding our hours of service. In addition to ITMs available inside our branch lobbies during normal banking hours, members can also use ITMs at many of our branches from 7 a.m. to 7 p.m., Monday through Saturday.

Transactional to Consultative Space

Another change credit unions have made inside their branches in the last few years has been switching from transactional spaces to more consultative ones. This evolution has been a byproduct of implementing various pieces of technology – in our case, ITMs. Members don’t have to wait in traditional teller lines to perform their transactions like they used to, because they can handle those items quickly on their phones or at an ITM. Rather, we’ve found that members are increasingly looking for consultative spaces for things like loan origination, investment services, or financial guidance appointments.

By incorporating more of these consultative spaces, credit unions can offer even more financial education resources for their members and communities. For example, Ascend members can schedule an in-branch or virtual financial health checkup with one of our Certified Financial Counselors. They’re a great resource no matter where you are on your financial journey and can walk you through your budget, investment strategies, and more to make sure your goals are aligned. Having space in our branches where we can conduct more of these appointments has been a great benefit for our members.

Still the Same Credit Union Difference

As the credit union branch experience continues to evolve, one thing will never change: our commitment to serving our members, especially those who are underserved.

Credit unions like Ascend were created to meet this need because we aren’t beholden to corporate shareholders; rather, we exist solely for the benefit of our members. That’s part of what defines the credit union difference and why we’re able to invest in underserved communities.

Having an exceptional branch experience falls right in line with the credit union difference. It’s still an important part of our mission because it’s part of the way we provide local, community-focused service. Stop by your local credit union and experience what makes us different.

Matt Jernigan is the President and CEO of Ascend Federal Credit Union. Ascend is federally insured by NCUA.