Urban and rural America lost branch banks at a similar rate from 2012 to 2017, according to the Federal Reserve. But the loss could have graver consequences for a larger proportion of rural areas.About 40 percent of rural counties experienced a net loss of branch banks from 2012 to 2017, according to a new report from the Federal Reserve System. The study found that 39 of these rural counties were "deeply affected" by the loss of banking services, meaning they had 10 or fewer bank branches in 2012 and lost at least half that number over the five-year period.