Gen C is Changing the Debate of Branch vs. Mobile Banking

Forget the buzzword "Millennials." The newest and fastest-growing generation is "Gen C." This group isn’t defined by age but by their mindset and behaviors. "C" stands for "Connected"—they are digital natives who prioritize technology, creation, curation, connection, and community.

No matter the industry, one thing is clear: Gen C expects mobile access to services. Whether making reservations, shopping online, or reviewing their finances, this tech-savvy group values the convenience of handling tasks from their smartphones.

How Gen C Is Reshaping Banking

In the banking world, Gen C prefers to manage their money with a few taps on a touchscreen. They want to check balances, transfer funds, pay bills, and apply for loans—all from their mobile devices. Their expectations for mobile banking include:

• Instant access to account balances for quick updates on their financial status.
• Seamless money transfers between accounts or to other individuals.
• Bill payments that can be scheduled and managed with ease.
• Loan applications that can be started and tracked online.
• Alerts and notifications that keep them informed in real-time.

However, this doesn’t mean they’re abandoning branch banking entirely...

Why Branch Banking Still Matters

Despite the rise of digital banking, in-branch services remain important, especially to Gen C’s sense of community. They value local businesses and often prefer in-person interactions for significant decisions, such as obtaining financial advice. The branch is also convenient for tasks like depositing cash.

At the same time, older generations may be less comfortable relying entirely on mobile banking. While some may use smartphones or desktops for basic banking tasks, many prefer visiting a branch for deposits, loan requests, or account inquiries.

In fact, some senior members may see branch visits as a social activity, enjoying the familiarity of the staff they’ve known for years.

Meeting the Needs of Both Digital and Traditional Members

While mobile banking is critical, branch banking remains the backbone of many financial relationships. Credit unions are uniquely positioned to meet the needs of all generations by combining modern mobile solutions with the personalized experience of in-branch services.

The Future of Banking with Gen C

Credit unions must continue to adapt to the demands of Gen C while balancing the needs of older members. By embracing digital transformation without losing the personal touch that defines credit unions, they can deliver the best of both worlds—convenience and community.

1. https://www.thinkwithgoogle.com/research-studies/introducing-gen-c-the-youtube-generation.html