Customers Want 24/7 Banking—Community Banks Have an Opening

As technology becomes more affordable and accessible, the path to digital maturity is no longer out of reach for community banks. As Andrea Argueta writes in a recent BAI Banking Strategies article, one of the most powerful tools for community banks looking to scale their service and deepen customer loyalty is a virtual branch. 

A virtual branch is more than a chat widget. It’s a full-service extension of your bank that lives across your website, app, and online banking platform. With the right setup, a virtual branch can replicate many of the key benefits of a physical branch—personalized support, tailored product recommendations, and real-time help—without the overhead of real estate or staffing. It also removes distance as a barrier for people in rural areas, those with mobility challenges, and customers who simply can’t make it in during business hours. 

Digital service doesn’t have to feel impersonal. Community banks are known for warmth and empathy. A good virtual branch reinforces those values by giving customers more control and options—like smooth handoffs between AI agents and humans, and interfaces that work well for everyone. The goal is to meet customers where they are, not to make them work harder for help. 

AI should support people—not replace them. AI can handle inquiries representing up to 60% of contact center volume, giving staff more time for high-value conversations. It can also flag relevant product offers, provide always-on customer support, and reduce employee burnout. But it’s not about automating everything—it’s about making your people more effective and your service more responsive. 

This is an opportunity to scale trust. Virtual branches help community banks build relationships with more people in more places. And as seen in the recent ProSight Community Bank Survey, the institutions that invest in thoughtful digital tools without losing their human touch are best positioned to compete in a crowded field.