The Acting Managing Director of Prudential Bank Ltd, Ebow Quayson, has emphasised the need for banks to adopt a relationship-centred approach as the financial services sector continues to evolve.

Speaking as a panelist at the latest global webinar of the Lafferty Retail Banking Council, Mr Quayson said the era where banking was primarily focused on transactions and operations is gradually fading, with stronger emphasis now required on building lasting relationships with customers.

The discussion, held on the theme “Design and the Branch of the Future,” focused on how financial institutions can redefine the role of physical branches in an increasingly digital banking environment.

Mr Quayson explained that for several decades, bank branches were designed mainly as transaction centres where customers visited to make deposits, withdraw money or apply for loans. However, he said that model is no longer enough to meet changing customer expectations.

“Banking is no longer just about processing transactions. Those can be done digitally. It has evolved into a relationship-based service. Operations have evolved to relational management,” he said.

According to him, although digital banking has transformed access to financial services, it has not eliminated the need for human interaction. Instead, he said technology has created an opportunity for branches to focus more on customer engagement, financial education and personalised advisory services.

“Even as customers increasingly use digital channels, they still expect their bank to understand them, anticipate their needs and offer personalised services. The branch must reflect that shift,” he added.

Mr Quayson noted that bank branches should serve as learning centres where customers receive financial guidance and support, stressing that different customer groups have unique financial needs.

He said Prudential Bank has responded to this changing environment by establishing specialised advisory teams and relationship management structures to provide tailored solutions for its diverse customer base.

The Acting Managing Director further stressed that technology should complement human interaction rather than replace it, allowing bank employees to spend less time handling routine transactions and more time creating value through customer relationships.

“Customers want convenience, but they also want assurance, especially for major financial decisions. That is where the branch still holds value. It is not about choosing between digital and physical; it is about integrating both to deliver a seamless experience,” he said.

The webinar brought together banking executives and industry leaders from across the globe to discuss strategies for redesigning the future of bank branches in response to changing customer behaviour and technological advancements.

Mr Quayson’s remarks, according to Prudential Bank, reflect the institution’s commitment to combining innovation with the personalised service approach that has remained central to its operations.

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