British building society Nationwide has introduced in-branch video links that let customers talk to off-site mortgage consultants.
In a European first, the high-definition screens have been placed in over 60 branches across the UK in a bid to increase customer access to mortgage advice.
With 94% of customers who use the video links saying that the service is a good or excellent replacement for face-to-face meetings, Nationwide plans to expand its use of the technology to more branches and products.
Graeme Hughes, group director of distribution, Nationwide, says: "This service will drive down waiting times, increase access and offer greater flexibility for customers to meet a consultant at a time that suits them.
"This face-to-face service is just like being sat at a desk with a consultant, the only difference is that the person on the other side of the desk is in Northampton. This technology ensures that there are no video or audio delays, it really is like you are in the same room."
Video services are being investigated by several FS firms as a way of cutting in-branch costs but the practice is controversial. Last year a Bank of America employee started an online petition asking the bank to stop the roll-out of video teller ATMs, saying the machines will replace well-paid branch staff with lower-wage call centre operatives.