Cool Sh*t Banks Can't Do: 4 Concepts That Could Change Everything

When EJ Kritz, Chief Experience Officer at DBSI, took the stage at BankSpaces, his mission was clear: push the boundaries of what's possible in financial services design. 

Drawing inspiration from sources outside of banking, Kritz presented four provocative concepts that challenge conventional branch thinking—from elevated drive-thrus inspired by Taco Bell to cruise ship-inspired HQs that redefine workplace culture.

The Problem: Banks Look Exactly Like...Banks

Kritz opened with a sobering demonstration, showing images generated by ChatGPT when asked to create "a typical bank branch in the United States." The AI produced exactly what you’d expect: sterile, uninspiring spaces that "don't look good and don't smell good," he said. 

These generic branches exist because the industry has been designing in an echo chamber, he added, borrowing ideas only from other financial institutions.

"I'd like you to open your eyes to the possibility that maybe there's some crazy stuff out there in the world," he said. "If we looked outside of our little bubble called financial services, maybe some other industries are doing some cool sh*t that we could steal."

Concept 1: The Elevated Drive-Thru

Inspired by Taco Bell's solution to DoorDash delivery drivers clogging drive-thrus, Kritz presented an elevated branch concept that solves banking's real estate challenge. "There's only so much land in a lot of the markets you're trying to enter," he said. "We typically tell clients half an acre minimum for a branch with a drive-thru. Well, not if we lift the whole damn place and put the drive-thru underneath."

The concept features ITMs and ATMs at ground level with a micro-branch above, utilizing DBSI's patented "JunXion" system—modular branches built in Arizona and assembled on-site. Transparent LED technology transforms branches from daytime billboards into 24-hour brand experiences.

The elevated space houses a compact but complete banking environment: cash recycler, office space, teller window, and potentially a video banking room. It's the "hub and spoke" model executed vertically rather than horizontally.

Concept 2: The All-American Drive-Up

Drawing from car hop drive-ins and Sonic's curbside service, this concept reimagines the appointment-based banking experience. Customers schedule specific time slots tied to designated parking spots that align with their banker's office or preferred ITM.

"Not only do I have an appointment, but I know what parking spot is mine," Kritz said. The design “brings the outside inside" with a central courtyard surrounded by banking offices, creating opportunities for community co-working space and even individual office leasing to centers of influence.

The family-friendly design includes spaces for children to play while parents conduct business—addressing the reality that banking often involves the whole family, not just the account holder.

Concept 3: Store-in-Store Retail Revolution

This concept tackles the "big branch problem"—those 5,000+ square foot spaces that banks own or lease but struggle to fill. Instead of empty community rooms, Kritz proposed moving banking functions to the back of the space, like grocery stores do with milk.

"Put the transaction and consultative area as far back in the bank branch as possible so there are other engaging things the consumer can do as they come through the space," he suggested.

The front of the branch becomes mixed-use retail space for small business owners who need physical showcase space. Monthly rental vignettes allow local entrepreneurs to display their wares, while additional services like Amazon drop-ship locations and robotic baristas add functionality and foot traffic.

"You want to say you're true to small business owners? Then give up your space to small business owners," Kritz challenged.

Concept 4: The Cruise Ship Headquarters

The most ambitious concept came from Kritz's family cruise experience on Royal Caribbean's Icon of the Seas. His Gen Z daughter's post-cruise feedback wasn't about the ship's famous architectural features—it was about the elevated hangout spaces where she connected with new friends.

This insight inspired a headquarters branch concept that places banking at the center of the corporate building rather than hiding it as an afterthought. "How would [employees] think about their job differently if every time they walked into the building, it was the branch where they were seeing customers interacting?"

The multi-level design creates co-working spaces where community members, bank employees, and customers interact without barriers. Like cruise ships, the space transforms at night, hosting events and providing "world-class hospitality" 24 hours a day.

The Four-Point Challenge

Kritz concluded with four directives for industry leaders:

1. Think Outside Financial Services: Don't just borrow ideas from other industries—outright steal them. "They ain't going to care," he noted, pointing out that while banks regularly visit retail conferences, retailers never attend banking events.
   
   
2. Fire the Naysayers: "For the people in your organization who say 'we can't' — grab all of them and put them in the same room and turn those nos into yeses."
   
   
3. Show Them Cool Sh*t: Push the boundaries so aggressively that other industries start stealing from financial services instead of the other way around.
   
   
4. Dare to Be Different: Find one way—just one—to differentiate your organization from every other bank or credit union.

Kritz positioned his concepts as "prototype vehicles"—not necessarily meant for production, but containing elements that could transform the industry. Retail banking’s reluctance to experiment has created a culture of mediocrity. The most radical act might be building something — anything — that breaks the mold.

Watch his full talk below 👇