Barclays is making a major about-face in its shopping centers, planning to open new branches across the country and reintroduce its once-familiar job title of “bank manager,” a move that signals a broader rethink in the way Britain’s traditional lenders compete in an increasingly digital age.
Vim Maru, who has led Barclays UK since 2024, told Daily Sparkz that the bank is looking to expand its branch network beyond the current 206 branches, having already suspended a closure program that has seen around 80 percent of its branches closed since 2019.
The change comes as digital-only challengers such as Revolut and Wise move more aggressively into the current account market, threatening the influence of incumbent banks on everyday retail banking. Rather than trying to overtake them through technology alone, Maru relies on a mix of sophisticated digital services and real, personal support, which he describes as the winning formula for modern banking.
He was characteristically blunt about the shortcomings of purely automated customer service. Barclays customers, he stressed, would not find themselves stuck in an endless loop with a chatbot when they needed real help. The bank has also quietly reinstated traditional role titles so that customers coming through the door can once again ask to speak to the branch or bank manager.
Maru did not concede that Barclays had been too aggressive in the previous round of closures, but acknowledged that the bank needs to re-evaluate the way it serves its customers every few years. The new branches will be located alongside, rather than replacing, the shared banking centers operated by the Post Office.
Beyond its branch network, Barclays is pursuing growth on several fronts. The bank reported record numbers of mortgage applications last year, with processing times reduced from 45 minutes to just 15 minutes thanks to technological improvements that have proven popular with brokers. The division’s reach has expanded significantly with the acquisition of Tesco’s credit card business in 2024 and Kensington Mortgages, which has doubled in size since it was acquired by Barclays in May 2023.
Artificial intelligence is also being used to optimize internal processes, although Maru was cautious about its impact on the workforce. He drew a parallel with the introduction of ATMs, noting that while the machines were expected to eliminate the role of the cashier, the subsequent increase in fraud and scams resulted in staff being redeployed rather than laid off.
On the broader economy, Maru provided a thoughtful assessment from the bank’s unique perspective. Consumer spending has proven resilient and the hospitality sector has held up well despite a period of heightened concern following the outbreak of the Iran conflict. The first days of the war saw a noticeable increase in fuel purchases as motorists rushed to fill up ahead of expected price increases, although spending habits quickly normalized.
With Barclays boss CS Venkatakrishnan committed to investing a further £30 billion in the UK between 2024 and this year, and despite ongoing speculation about possible takeovers of the likes of Santander UK or TSB, Maru said its priority remains organic growth. He claimed the bank already had strong momentum – and a correspondingly renewed high street presence.
