ATM branding hits the screen

Your brand, front and center for every transaction

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Traditional ATM branding with wraps, toppers and signage has always been about visibility. Screen branding lets you take that visibility even further.

With screen branding, your brand appears directly on the ATM interface, creating a seamless experience for your cardholders—even when they’re using an ATM outside your own network.

What is on-screen ATM branding?

Screen branding brings your brand directly into the ATM experience. Certain elements of the transaction flow can be customized to reflect your institution’s brand, including:

• On-screen header and logo
• Button colors
• Transaction flow screens
• Receipts
  

Screen branding unlocks a multitude of benefits such as:

• Stronger brand presence
  Your logo and messaging appear where it matters most—on the screen your customers interact with. It’s a subtle but powerful way to reinforce your brand presence.
• Increased customer trust
  Seeing your brand on the ATM screen reassures customers that they’re in the right place. It’s a familiar touchpoint that builds confidence, especially when they’re using a third-party ATM.
• No added cost
  ‍For members of some ATM networks, this feature is included with participation. You get more visibility and more value, without increasing your spend.‍
• Consistency across channels
  ‍Extend your digital brand into the physical world. Screen branding helps unify your customer experience across mobile, online and ATM touchpoints.
  

Let’s unpack how screen branding works and what it means for you and your customers.

How does screen branding work?

When a customer inserts their card, the ATM reads the Bank Identification Number (BIN) to identify their financial institution (FI), which triggers a branded transaction flow.

While ATM screen branding creates a tailored visual experience for customers, it’s not “personalized” in the traditional sense. It doesn’t employ personal data or user-specific preferences. By using card BINs, the system ensures a branded experience that’s compliant, secure and network-neutral.

The result? A consistent, trusted experience for your cardholders—without compromising privacy or adding complexity.

Why does screen branding matter?

As personalization trends reshape consumer expectations and FIs adjust their branch footprints due to digital transformation, the customer experience must adapt.

On-screen ATM branding offers a way to maintain brand presence without relying on traditional infrastructure. It’s a modern solution that supports branch transformation strategies while meeting customers where they are—at retail locations, pharmacies and convenience stores, turning everyday ATM transactions into a meaningful brand-building interaction.

With screen branding, you can deliver a consistent, recognizable brand experience across thousands of locations, reinforcing trust and familiarity wherever customers access their money.

The benefits of on-screen ATM branding for customers

For customers, the benefits of on-screen branding are largely emotional. When they see your branding on an ATM screen—whether it’s the logo, color scheme or messaging—it creates a sense of familiarity that reassures them that they’re using a secure banking terminal, even if the ATM is located in a gas station or drug store rather than a bank branch.

With headlines reporting record consumer losses to fraud in 2024, screen branding offers a reassuring touchpoint that signals to the customer the transaction is safe, especially during higher-stakes transactions like cash deposits.

Additionally, the branded screen flow transforms a routine interaction into a positive brand moment. From the welcome screen to the receipt, the consistent brand identity reinforces the customer’s connection to your institution—building loyalty with every ATM interaction.

The benefits of on-screen ATM branding for FIs

Your institution stands to gain impactful advantages from screen branding on shared network ATMs.

Brand equity

On-screen ATM branding allows you to maintain a strong brand presence outside of physical branches. It helps reinforce brand recognition in popular retail locations that your customers already visit, like grocery stores and pharmacies.

Consistency across channels

You can deliver a seamless, branded on-screen experience for customers, helping to unify mobile, online and ATM touchpoints. Additionally, ATM branding signals to customers that your institution is part of a convenient, accessible network, enhancing customer loyalty and retention.

Extended reach

Screen branding empowers institutions of all sizes to maintain a consistent, nationwide presence without the cost of building new branches. By displaying your brand on network ATMs, you stay visible and connected to customers wherever they transact.

Transaction volume

Proprietary NCR Atleos research proves that screen branding drives higher transaction volume and encourages more frequent use by customers. Deposits, in particular, are more plentiful at network ATMs that feature on-screen branding.

Insights

Some ATM networks enable FIs to monitor how branded experiences influence customer behavior. Specifically, they can track metrics like transaction volume, deposit frequency and repeat usage tied to branded screens.

Choosing on-screen ATM branding

Not all ATM networks are created equal—especially when it comes to branding. When selecting an ATM network partner, consider their screen branding capabilities and if they offer full control over the user interface.

A partner that owns and operates the ATM infrastructure will be able to provide a seamless experience for you and your customers. Most networks simply can’t offer screen branding due to fragmented ownership and limited access to ATM software environments.

Final thoughts on screen branding

Screen branding offers more than a visual upgrade at the ATM—it’s a strategic advantage that expands your network and grows brand equity. It’s a tool for growth, enabling you to grow your physical footprint while reinforcing brand recognition and trust, ultimately driving higher transaction and deposit volumes.

As you seek new ways to connect with customers beyond the branch, on-screen ATM branding offers a scalable, cost-effective solution that builds trust, deepens engagement and drives measurable business outcomes.

By choosing an ATM network partner with screen branding capabilities, you can extend your reach, unlocking new opportunities for growth, visibility and customer connection with every transaction.