The country’s largest banks are still shutting down branches, despite claiming to be investing in them. Each of the four largest banks closed at least two dozen branches during the fourth quarter of 2018 alone.
Bank of America closed 44 branches during the quarter ended on December 31, based on its financial report released yesterday. JPMorgan Chase closed 30 branches over that period, based on its report released Tuesday. And Wells Fargo closed 145, of which it sold 52, in that timeframe. Citigroup closed 34.
Jamie Dimon, CEO of JPMorgan Chase, said on the bank’s earnings call Tuesday that the bank had opened new branches for the first time in a decade as a part of its AdvancingCities initiative to improve customer service and customer relations. These new branches extended the bank’s footprint to several new cities.
And yet, the numbers are pointing to lesser branches. It’s not that bank branches are no longer useful. BBVA Compass, for instance, uses its branch network to train customers on how to use its banking app. When asked about the role of bank branches in the digital age, a BBVA Compass spokesperson pointed Bank Innovation to BBVA’s initiative in 2017 where it trained 650 client experience managers to be “technology facilitators,” teaching customers how to use their mobile apps and take advantage of more complex tasks such as financial advice.
Also See: JPMorgan Chase Adds 2 Million Mobile Users While Closing 30 Branches in 4Q
In its earnings call yesterday, U.S. Bank CEO Andrew Cecere declared that the bank will take on a growth plan through “digitally led branch-like strategy.” Cecere didn’t expand on this idea. Bank Innovation is awaiting additional explanation on this remark from the bank.
In 2018, Bank of America renovated its branches, which it refers to as financial centers, so that all its ATMs match the interface of its mobile app. In the earnings call yesterday, BofA CEO Brian T. Moynihan reiterated that it will continue to invest in building and renovating branches with digital capabilities. An example of a branch-based digital capability is the ability to “make an appointment,” where a customer can set up an appointment at a BofA branch through the mobile app.
Roseburg, Ore.-based Umpqua Bank has also invested heavily in building a strong branch experience. The bank is now blurring the lines between mobile and branch with its Go-To app. Launched last September, the app is a new type of customer engagement model that uses human agents to engage with customers digitally.
Go-To agents are genuine Umpqua employees. Each customer is assigned his own agent, and each agent can handle multiple numbers of customers. Conversations take place through text, but problems or complex queries can be upgraded to live conversations with other bankers with more specialized knowledge.
Nevertheless, in the last quarter of 2018, all the major banks showed a decline in bank branches. JPMorgan Chase may have opened 10 new branches, but it closed 30.






