Amy Evans, Velera/CU Insight
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For years, the financial services industry has been focused on building better digital banking experiences. Mobile apps, digital account opening and self-service tools are now table stakes as credit union members expect banking to be fast, convenient and available whenever—and wherever—they need it.
That digital push has raised the bar for convenience, but it hasn’t diminished the value of human connection and personal service. A member may want to handle routine banking from their phone, yet prefer to sit across from someone when making a major financial decision. In fact, 84% of Gen Z and Millennials value brands that create a cohesive experience across digital and physical touchpoints, according to a 2025 study by The Harris Poll and Quad.
Credit unions have an opportunity to create stronger connections between digital and in-person banking. This “phygital” approach brings technology and human interaction together, giving members the convenience of digital tools alongside the expertise and connection of in-person service.
Today’s members no longer think in terms of digital versus physical channels. They simply expect experiences to work seamlessly. Whether they’re opening an account, applying for a loan or seeking financial guidance, they want the flexibility to start in one channel and finish in another without losing momentum or context.
Start with the member’s journey
The starting point for phygital banking should be a clear understanding of the member experience: what members are trying to accomplish and where different forms of interaction add value.
Routine transactions should be simple and convenient, while more complex financial decisions may require a combination of technology and personal guidance. A member researching a new product, applying for a mortgage or navigating a fraud incident may move between self-service tools and employee support depending on the situation.
Members across generations increasingly prefer digital channels for low-stakes activities such as deposits, transfers and account maintenance. However, when an interaction becomes more complex, emotionally significant or uncertain, they want access to a trusted expert who can provide reassurance and guidance.
Journey mapping helps credit unions understand these shifts and identify where members encounter friction, what they need in different scenarios and where technology or human expertise can add the most value. Credit unions should avoid treating digital transformation as simply digitizing existing processes. Many credit unions have learned that automating individual tasks without considering the entire member journey can inadvertently create more friction instead of removing it.