Core Insights - Truist is focusing on enhancing its physical bank branches to attract affluent clients by opening 100 new branches and renovating 300 existing ones in key cities [2][3] - The bank aims to create a digitally empowering and relational experience for clients, leveraging AI-driven insights and personalized financial planning for Premier Banking clients [3][4] - Truist has expanded its premier banking team by 50% and plans a further 20% increase in the coming years to target potential customers with investable assets over $100,000 [3][4] Industry Context - Other banks, such as Bank of America, are also investing in physical locations, with plans to open 150 new financial centers by the end of 2027 [5] - Both Truist and Bank of America acknowledge that while digital banking offers convenience, physical locations provide essential spaces for discussing loans and seeking financial advice [6] - The banking industry has historically built a model around physical branches, but newer companies like Chime and SoFi are attracting younger consumers by offering more accessible digital solutions [7][8]