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As we bank in today’s financial age, technology is everywhere. Mobile apps allow us to deposit checks within seconds. Digital budgeting tools help us track every dollar. Artificial intelligence can answer routine questions at any hour of the day. These advancements have made banking faster and more convenient than ever before. But even as the industry continues to evolve, banking is still a people-centered business.
Whether navigating rising costs, trying to understand the impact of inflation on your budget, or managing a financial surprise, peace of mind often comes from a real person who listens, understands the situation, and helps chart the right next step.
Digital Reliance Is Rising, Yet Human Support Still Shapes Key Decisions
There’s a common misconception that only older clients visit banking offices, and younger generations prefer to do everything online. But our experience tells a different story. Clients across age groups continue to rely on in-person support for account openings, fraud concerns, and other complex issues that create uncertainty. It’s these ”moments of truth” within someone’s life that allows our Associates to shine by offering advice and guidance, all while having compassion for the Clients we serve.
At WSFS, we see this every day. Gen Z Clients completed nearly 9% of in-branch transactions in 2025, well above 2024’s pace, and Millennials completed more than 16%. These numbers reinforce what our Associates hear regularly: even highly digital Clients turn to human support when they need clarity, reassurance, or help navigating a situation that feels unfamiliar or high stakes.
And when we look at the combined picture, this trend becomes even clearer. More than a quarter of all 2025 transactions have come from Gen Z and Millennial Clients, an increase from 11.7% in 2024. Even the most digitally fluent generations value the option of personal support and the confidence that comes from speaking with someone who understands their full financial context.
Those who seldom visit a banking office still want to know their bank maintains physical locations. The presence of a branch and the people inside provide confidence that help is available if something goes wrong. Digital tools handle many tasks well, but they have not replaced the reassurance that comes from sitting down with someone who understands the full context of a financial decision or problem. That is why, whether you come in person or call us directly, you will be met with our Associates rather than an automated screen or message.
Convenience Alone Does Not Create Lasting Commitment
FinTechs and digital-first providers have expanded the avenues through which Clients manage their finances, and their speed and convenience have influenced the entire industry. At WSFS, we view this as an exciting opportunity to continually elevate the Client experience. We invest in technology because we want to offer tools that make banking simpler, faster, and more intuitive while still delivering the human expertise and top-notch service that sets us apart. Enhancing our digital capabilities allows us to innovate and meet Clients’ evolving needs with greater convenience and confidence.
As we make these digital enhancements, we continue to hear Clients echo the importance of in-person optionality for banking. The Client relationship often develops differently when there is no option for in-person guidance or a physical branch to turn to when something important comes up. Many fintech customers move their accounts more frequently. These models are designed for flexibility, and without consistent human interaction, relationships tend to be more transactional. Instead, we offer both the convenience of online banking with the comfort of knowing there is someone you can turn to with a question.
What builds stronger commitment is the connection formed when a Client sits down with someone who understands their circumstances and can help guide decisions. That type of relationship grows through conversation, and it often influences whether a Client feels confident staying with an institution over time.
Human Guidance Becomes Most Valuable When the Stakes Rise
Routine service can happen online, but problem solving often requires more. A suspicious charge, an unexpected drop in income, or a major life change can quickly shift a Client’s mindset from steady to anxious. When uncertainty is high, people want assurance from an expert who can assess the situation, walk through options, and stay with them until the issue is resolved. Very few people want to be stuck with a chatbot when their money is at risk.
We often hear from Clients who did not expect the level of attention they received from us. Some express relief, and others say the experience changed their perception of what a bank can provide. This feedback highlights the impact of meaningful Client-Associate interaction and the need for accessible service. At WSFS, we’re constantly listening and anticipating the needs of our Clients to meet them where they are and support them with confidence.
The Industry’s Future Is a Blended Model
Banks will continue investing in technology because Clients expect speed, simplicity, and secure experiences. Digital progress is not slowing. The future of banking is a model where advanced tools support, rather than replace, the human expertise at the center of good financial decision-making.
What will continue to distinguish strong financial institutions is the quality of their relationships. People want confidence that someone is available to help when the moment truly matters. They want clarity during times of uncertainty and guidance during major decisions. Technology can enhance that experience, but it cannot replace the trust that grows through human connection.
WSFS’ physical presence allows our Associates to build strong relationships with each Client that walks through the door. Our banking offices serve as community hubs where you can ask questions, seek advice, and learn about the products, services, and solutions we offer. By being present in the communities we serve, we’re able to act as trusted advisors to our Clients and provide guidance that deepens connections.
About Shari Kruzinski
Shari Kruzinski is Executive Vice President and Chief Consumer Banking Officer at WSFS Bank. Her career spans more than 30 years in the banking industry at WSFS. In her current position, Shari leads the Consumer Banking division including the Retail network, Small Business Banking, WSFS Home Lending, and the Contact Center.
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Shari Kruzinski, Executive Vice President and Chief Consumer Banking Officer, WSFS Bank
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