First National Bank: Redefining Retail Banking

Online shopping is commonplace in today’s digital world, so why not shop for your bank products online? First National Bank (FNB) in Pittsburgh offers a user-friendly experience for its bank customers: its eStore digital platform, which was the result of a vision ideated 10 years ago. 

The idea for FNB’s eStore originated during a discussion between Vincent J. Delie Jr.—current chairman, president and CEO of $49 billion-asset FNB and its holding company, F.N.B. Corporation—and the leader of the bank’s digital team. At the time, Delie was looking for ways to improve the customer experience and satisfaction at the community bank. 

“The standard industry practice of making customers fill out redundant forms to open accounts, and especially multiple accounts, felt archaic to me,” says Delie. “I challenged our team to find a better way, and that conversation led to eStore and the entire clicks-to-bricks strategy behind it.”

Delie says “clicks-to-bricks” is a strategy rooted in the belief that community bank customers should have the same experience no matter how they interact with the bank—whether they’re using the app, talking on the phone with customer service or walking into a branch. 

“We [wanted] to offer banking products and services both digitally and in person in a seamless and transparent way,” he explains.

FNB also recognized the disconnect between how customers shop in the digital retail environment and the options being provided by the financial services industry. To fill the gap, it set out to develop an intuitive way to connect consumers with products, services and financial education tools.

“We analyze the data gathered through channels such as eStore to gain a more comprehensive understanding of customers.”

—Vincent J. Delie Jr., First National Bank

An online banking shop

Rolled out to all branches in 2022, eStore is a digital platform that customers use to shop for products and services, open accounts, apply for loans, schedule an appointment with a bank expert or access financial education resources. 

The eStore delivers what customers would expect in that retail environment, including a shopping cart and online checkout experience. The latter typically leads to a customer submitting an application for a product or service, or setting up a time to meet with one of the institution’s bankers in person or virtually. Delie says the familiar nature of the shopping experience helps build confidence and trust in what otherwise could be a new endeavor for a customer.

In its first iteration, deployed as kiosks in 2016, eStore used QR code-enabled boxes that customers could pick up and scan to view interactive informational content about a bank solution. Today, it’s evolved into a fully digital bank that Delie calls “the first of its kind in our industry.”

In 2023, FNB added the eStore Common app, which customers can use to apply for up to 30 products and services simultaneously. “The Common app decreases keystrokes, enables customers to upload supporting documents and reduces the amount of time needed to complete multiple applications,” Delie says.

The bank’s clicks-to-bricks strategy, he continues, makes services more convenient for customers, improves employee efficiency and increases access to banking in the local communities that FNB serves. 

“[Our eStore] is a unique innovation that adds efficiency for customers and presents a cost-effective way for FNB to increase penetration or enter a new territory.”

—Vincent J. Delie Jr., First National Bank

The hard work was behind the scenes

Getting eStore developed and in action took some time. FNB focused on mobile, online and in-branch delivery channels to come up with a safe, secure digital tool that met its customers’ varying needs. 

“That involved quite a bit of software engineering and work with our internal teams to build the right structure with a great user experience for everything from a mobile device screen up to a large touchscreen monitor,” Delie explains. 

The community bank uses data science and artificial intelligence to hone and improve the digital offering over time. 

“We analyze the data gathered through channels such as eStore to gain a more comprehensive understanding of customers to promote personalized products, identify emerging trends, generate targeted leads for bankers and enhance marketing strategies,” Delie says. “The data gathered also helps [us] navigate complex regulatory and risk management frameworks and supports the optimization of our branch network.”

FNB has also put the appropriate security protocols, authentication practices and employee training programs in place, to ensure continuity for the eStore at every level of the bank. 

Customers are embracing it

FNB has received much positive feedback about eStore and its Common app, says Delie, and that digital adoption continues to increase. “We have millions of website visits and thousands of eStore product applications each quarter,” he says, “and have continued to grow active mobile banking use each year since 2020.” For example, over 80% of FNB’s mortgage applications were digital during the third quarter of 2024. 

From a community standpoint, eStore has helped the institution increase access to banking services and education. For instance, the community bank’s Financial Insights education modules, designed with the help of various community development organizations, are all available on its mobile and digital platforms.  

FNB plans to add small business loan and deposit products to its Common app and pilot the “next generation” of eStore this year. This new iteration will include cash services, transaction and account opening capabilities, and video chat technology. 

“This is a unique innovation that adds efficiency for customers,” says Delie, “and presents a cost-effective way for FNB to increase penetration or enter a new territory.”