Building society branches help a quarter of customers avoid scams, BSA finds
Research found that 26% of customers had received support from branch staff to avoid or deal with a scam.
Building society branches are helping customers protect themselves against increasingly sophisticated fraud, with more than a quarter saying branch staff have helped them avoid or resolve a scam, according to research from the Building Societies Association (BSA).
The research found that 26% of customers had received support from branch staff to avoid or deal with a scam, while one in three (33%) said they had been given fraud prevention guidance during a branch visit.
The BSA said branches continue to provide an important safeguard against fraud as scam activity becomes more sophisticated, driven by online impersonation, messaging scams and digital deception.
The research also found that 68% of customers said having access to a branch helps them feel their money is safe.
While older customers remain more vulnerable to fraud, the findings suggest scam prevention support is benefiting customers of all ages.
Around one-third of younger branch users also reported receiving fraud prevention guidance from branch staff.
According to the research, branch staff can provide an additional layer of protection by identifying unusual behaviour, delaying payments where appropriate and working with families, police or support services to prevent financial harm.
The study also highlighted the role branches continue to play in supporting local high streets.
Some 44% of customers said visiting their building society was the main reason they went to the high street, while 31% said they would not have visited otherwise.
Regular branch users spend an average of £75 locally during each visit, according to the research.
Sarah Harrison (pictured), chief executive of the BSA, said: “Fraud and scams are becoming increasingly sophisticated, and customers are seeing more attempts to trick them into moving money.
“Building societies use a range of channels to help protect customers, including digital tools, telephone support and face-to-face conversations in branches.
“Each plays an important role in identifying risk, preventing fraud and supporting customers who may need extra help.
“For customers who are less confident online, digitally excluded, or simply looking for extra reassurance, access to support across different channels, including face-to-face remains an important part of keeping money safe.”
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