An augmented reality financial institution “FI”) branch locator uses the display screen of a mobile computing device (“MCD”) to show a customer that customer's real-world view of physical reality through the camera of the MCD on the MCD display screen (“camera image”), locations of FI branches for that customer's FI overlaid onto the camera image of the customer's physical location, locations of FI branches for competing FI's overlaid onto the same camera image, distances to the various FI branches overlaid onto the camera image, and directions to FI branches overlaid onto the camera image (together “augmented reality”) so that the user can navigate from the user's current location to a desired FI branch through the augmented reality image.