Truist Expands Premier Banking for Mass Affluent Clients

Truist Financial Corporation expanded its Truist Premier strategy to target mass affluent clients holding $100,000 or more in assets. The initiative shifts toward advice-led banking by integrating personalized financial planning and investment guidance from Truist Investment Services with AI-powered digital tools.

Clients with assets exceeding $250,000 gain access to a digital financial planning experience, while all Premier clients can utilize a dedicated Premier Care Center for priority support. To support this growth, the company is hiring more Premier advisors and redesigning physical branches to encourage deeper client consultations. Clients with assets above $1 million will remain under the service of Truist Wealth.

Truist reports that this strategic pivot has already driven a 27% increase in Premier deposit production compared to the previous year. Executives noted that while digital tools are essential, clients still prioritize personalized partnerships to manage their unique financial goals.