Convenience means being where people shop and live, Karen Swiatocha notes

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12.11.2026

Convenience means being where people shop and live, Karen Swiatocha notes — Banking convenience moves beyond branch locations

Karen Swiatocha of Citizens Bank shared that convenience in banking is now defined by being present where people shop and live, rather than by the number of physical branches at street corners.

Jim Marous, publisher at The Financial Brand, highlighted Swiatocha's insights and asked whether institutions view physical branches as cost centers or assets.

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Marous previously reported that only 9% of financial marketers are very confident in their marketing ROI, with 43% not measuring customer lifetime value, according to recent survey data. In a separate report, he found that 55% of marketers rank deposit growth as their main priority, while just 24% focus on relationship conversion in digital banking, as detailed here. These findings highlight ongoing focus areas for marketing teams in the banking sector.

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