A new research report released by Coconut Software in partnership with Future Branches Insights reveals a significant disconnect between how financial institutions perceive their hybrid banking capabilities and their actual operational maturity. The report, titled "Branch Forward: How Financial Institutions Are Investing in Technology, Scheduling, and the Future of CX," is based on a study of 100 senior financial institution leaders across the U.S. and Canada.
One of the most striking findings is that while 76% of financial institutions claim to deliver an integrated hybrid banking experience, only 3% describe their maturity as truly "intelligent" or "optimized." Moreover, 61% of respondents say they frequently struggle to forecast staffing requirements to meet customer demand, with an additional 38% experiencing this challenge occasionally. This gap between perceived integration and operational readiness suggests that many institutions are not fully prepared to handle the complexities of a hybrid banking model.
The report also highlights a critical uptick in AI integrations as institutions attempt to close this gap. More than half (56%) of respondents indicated they are already implementing AI in specific departments or workflows, while 22% are scaling AI institution-wide. Additionally, over half have formal investment plans for AI-driven scheduling (58%) and intelligent advisor matching (58%) within the next 18 months, along with demand forecasting (53%). These investments underscore a recognition that AI can play a pivotal role in optimizing branch operations and improving customer experiences.
According to Katherine Regnier, CEO of Coconut Software, "Financial institutions have made significant progress connecting physical and digital banking, but the next stage of maturity isn't about adding more channels—it's about making every interaction more purposeful and productive. That requires institutions to better predict demand, connect the right people in the right place at the right time, and tie every interaction to clear outcomes. The institutions that solve that operational layer will be best positioned to turn hybrid banking into a true growth engine."
The research also points to a fundamental shift in how financial institutions view scheduling—from an operational function to a driver of revenue and branch performance. 54% of respondents said appointment conversion value, or revenue per appointment, is the scheduling metric they are most focused on improving, while 38% ranked conversion optimization as their top business priority over the next 12 months. This indicates that institutions are increasingly leveraging scheduling as a strategic tool to enhance profitability.
Other key findings from the report include that 55% favor a best-of-breed, integration-first vendor strategy rather than vendor consolidation, and 65% say strategic alignment is one of the two most important factors when funding new technology, while 42% cite customer impact such as NPS and CSAT. Additionally, 46% rank total cost of ownership as the most important factor in build-vs-buy technology decisions.
The report is designed for operations, retail banking, customer experience, and digital transformation leaders, offering data-backed insights into AI adoption, workforce planning, scheduling maturity, technology investment, and the future of branch performance. To explore the full findings and benchmark your institution's approach, the report is available for download at [coconutsoftware.com](https://coconutsoftware.com) (rel="nofollow" target="_blank").
