Intent Is the Missing Layer in Modern Banking Experiences

Banks have spent years optimizing channels. Apps are faster. Websites are cleaner. Branches are more modern.

And yet, one foundational problem remains unsolved: we don’t truly know why clients are showing up.

Most banking experiences capture actions, not intent.
Clicks, taps, logins, deposits.
But very little about what the client is actually trying to accomplish.

That gap shows up most clearly in the branch.

The Cost of Missing Intent

When intent isn’t captured early, everything downstream suffers:

• Appointments feel generic

• Teammates walk into conversations unprepared

• Clients repeat themselves

• Time is wasted on discovery instead of value

• Opportunities are missed

• Trust erodes subtly, but consistently

“If intent isn’t clear, every interaction starts at a disadvantage.”

Intent Is Not a Form Field

Intent isn’t just a dropdown that says “Open an account” or “Discuss loan.”
It’s layered, emotional, and often evolving.

True intent includes:

• What triggered the need

• What outcome the client hopes for

• What they’re anxious or uncertain about

• How urgent the situation is

• Whether this is exploratory or decisive

Designing for intent means creating space for clarity — not friction.

Why Intent Must Be Captured Early

The earlier intent is understood, the more powerful it becomes.
Captured early, it can:

• Shape the appointment flow

• Prepare the teammate before the meeting

• Influence which tools and insights are surfaced

• Reduce time-to-resolution

• Turn service moments into relationship moments

Intent is not a branch problem. It’s a system problem.

The Takeaway

Banks don’t have an experience problem. They have an intent problem.

And solving it is the key to faster service, better conversations, and more confident teammates.