Physical foot traffic has long been used to predict where a new branch location will thrive. But there’s a second stream of demand most institutions underuse: digital foot traffic.
Your mobile app produces a constant behavioral signal—logins, remote check deposits, person-to-person transfers, card controls, and more. That data doesn’t just measure digital engagement. When mapped geographically, it can reveal where in-person needs still spike—especially when activity is persistent, concentrated, and paired with signs of friction (high service-call volume, repeated failed attempts, unusually high support requests, etc.).
In markets where members are banking heavily through the app, it may be wise to deploy a branch or micro-format that supports the moments people still want (or need) in-person help: fraud resolution and account recovery, loan conversations and financial guidance, large cash deposits or withdrawals, business banking needs, and the trust that comes with a face-to-face interaction during major life moments.
