WSFS Bank highlights rise in in‑branch usage by Gen Z and Millennials

In‑branch transactions by younger clients jumped in 2025, with Gen Z accounting for 9% and Millennials 16% of all in‑branch activity, a rise from the 11.7% share of all transactions in 2024, underscoring that personal banking still drives confidence even as digital tools proliferate【2】.

Younger clients still value face‑to‑face banking

WSFS data shows that despite a fully digital ecosystem—mobile check deposits, AI chatbots, and online budgeting tools—young customers continue to walk into branches for complex needs. The bank attributes this to “moments of truth” such as fraud concerns or major life‑event decisions, where a human associate can provide reassurance that automated systems cannot【2】. The increase in in‑branch activity reflects a broader trend: more than a quarter of all 2025 transactions now come from Gen Z and Millennials combined, up from a lower share the previous year【2】.

Trust and loyalty built on personal interaction

The report emphasizes that trust is anchored in personal connections, a view echoed by EPIC Merchant Systems, which argues that a real‑person relationship remains the cornerstone of long‑term business success【1】. While technology improves efficiency, both sources agree that empathy, problem‑solving, and the ability to address issues beyond preset algorithms are essential for retaining clients and generating referrals. WSFS plans to continue investing in both digital tools and physical branches to balance speed with the “human expertise at the center of good financial decision‑making”【2】.

What to watch

• WSFS’s next quarterly earnings release, where the bank may disclose how in‑branch traffic impacts profitability.
• Industry‑wide data on branch usage trends from the Federal Reserve, expected later this year.
• Any announced upgrades to WSFS’s digital platforms that could shift the balance between online and in‑person services.

The rise in younger clients’ branch usage suggests that, even in a digital‑first era, personal relationships remain a decisive factor for banks seeking to maintain client confidence and loyalty. Whether this trend will translate into broader market advantages for WSFS remains to be seen.