EXCLUSIVE – Most Bank of America users do their deposits online or through ATMs, only 25% of them make deposits at branches. And yet, branches are still important to the bank.

“When it comes to opening an account with us, 80% of that happens in our financial centers,” Michelle Moore, head of innovation at BofA told Bank Innovation.

In fact, BofA recently said it is opening 500 new branches across the country over the next four years. These branches will be opened in Cincinnati, Cleveland, and Columbus, Ohio.

According to Moore, there isn’t a great distinction between the branch-going customer and their digital counter parts.

“You can say certain age groups prefer particular channels,” Moore said. “But those lines are now starting to get blurred.”

This is why, Moore explained, BofA has redesigned its ATM interface to look like its mobile and digital interphase.

“This way everything feels like the same product,” she said, “making the experience uniform for the customer.”