Athens, Greece. Bank branches remain important but their role is changing after a decade of intense digital transformation, according to National Bank of Greece (NBG) executive Ernestos Panayiotou.
Shift toward a hybrid banking model
In a report shared by Greek business outlet Newmoney, Panayiotou, NBG general manager of transformation, strategy and international activities, said the priority is a hybrid model that combines digital convenience for everyday needs with high-quality human advice for more complex decisions.
Technology investment and branch redesign
Speaking about recent developments discussed at the Delphi Economic Forum, Panayiotou said the bank has invested more than €1 billion in technology over the past five years, upgrading critical infrastructure and centralising non-sales processes. He said this investment led to a redesign of the retail service model so branches can focus on more complex products and overall customer experience.
Digital activity and changing transaction patterns
By the end of 2025, the bank had 3.3 million digitally active users, with 66 per cent of transactions and 520,000 product sales taking place through digital channels. Over the same period, transactions at branch counters fell to below 2 per cent, while the bank increased its market share in products prioritised by branches, including investments, mortgages and small business loans.
Demographic change and future demand
Panayiotou said demographic change is expected to shift priorities, with the population projected to be smaller and older by 2050, increasing demand for guidance on pensions, care and wealth management. He also said future generations aged over 70 will be more familiar with digital tools, supporting the hybrid model.
Outlook for routine services
Under the hybrid approach, simple transactions and product purchases are expected to be carried out almost entirely via mobile or embedded in daily interactions.
How do you expect your own banking habits to change as more services move to digital channels?
