Truist Premier deepens commitment to advice-led banking for mass affluent clients
Rhea-AI Summary
Truist Financial (NYSE:TFC) expanded its Truist Premier offering, a dedicated, advice-led banking experience for mass affluent clients with $100,000+ in assets. The platform combines premium banking benefits, personalized financial planning, digital tools and investment guidance from Truist Investment Services financial advisors.
For clients with $250,000+ in assets, Truist Premier adds comprehensive, plan-centered guidance and a new digital financial planning experience. Truist is hiring additional Premier advisors, enhancing AI-powered branch and digital insights, and expanding priority support via the Premier Care Center. According to Truist, the strategy is contributing to business growth, with Premier deposit production up 27% year over year. Truist reported total assets of $556 billion as of June 30, 2026.
Positive
- Premier deposit production up 27% year over year
- Targeted mass affluent focus for clients with $100,000+ in assets
- Enhanced digital planning for clients with $250,000+ in assets
- AI-driven Truist Insights has delivered 2 billion+ real-time financial insights
- Truist total assets at $556 billion as of June 30, 2026
Negative
- None.
News Explained
The expanded strategy sets service boundaries: clients with assets above
AI-generated analysis. How Rhea-AI works. Not financial advice.
Truist Premier delivers personalized planning, advice-led relationships and exclusive benefits for clients with growing financial complexity
Research conducted by Truist and Morning Consult found that while nearly all mass affluent consumers believe financial planning helps them achieve their goals, only
"Financial advice has never been more accessible, but clients still value partnership and a personalized plan," said Truist Chief Consumer and Small Business Banking Officer Dontá Wilson. "Truist Premier is a digitally empowered, deeply relational experience built around knowing each client's unique story and goals. This brings together digital innovation, dedicated guidance and human relationships to help clients achieve their ambitions with clarity."
A premium offering built for financial complexity
Truist Premier supports clients with
Planning Partnership:
- Advice-led relationships: Access for all Premier clients to a team of advisors via the Client Advisory Center1 providing investment guidance and support tailored to their portfolios and goals.
- Plan-centered guidance: Truist Premier brings together personalized financial planning through a dedicated Premier advisor and investment guidance through a Truist Investment Services financial advisor to create tailored plans for clients, from comprehensive approaches to achieving specific goals for clients with
$250,000 - Integrated expertise: Truist Premier clients who are also Truist Small Business owners have access to qualified expertise to grow personal and business financial plans with a holistic view aligned to their portfolio needs.
- Purposeful digital innovation: A recently introduced digital financial planning experience for clients with
$250,000 - Relationship-focused growth: Truist is investing in expanding access to more clients, including hiring additional Premier advisors, accelerating its Premier Advisor Advancement Journey development program, and redesigning insights-driven branches to create space for deeper conversations.
Personalized Experience:
- Dedicated support: Truist Premier clients receive dedicated support through Truist Premier Care Center1, providing priority access, coordinated service, and proactive assistance designed to help resolve needs quickly and keep clients focused on what matters most.
- Personalized touchpoints: Truist is driving a more personalized and connected experience as clients engage across channels, tailored to their portfolio and preferences.
- Insights-driven branch experience: AI-powered branch insights help teammates personalize conversations in real time, equipping bankers with relevant client context to deliver more meaningful guidance and a more tailored Premier banking experience.
- Tailored AI-powered insights: The AI-driven Truist Insights platform has delivered more than 2 billion personalized, real-time financial insights across mobile and online banking. Continued investment will further harness the power of AI to deliver tailored, actionable planning and advice.
Rewarding Relationship:
- Benefits that grow: Truist will continue to invest in expanding exclusive banking benefits and lending discounts to reward clients as they deepen their Truist relationship.
- Purpose-built rewards: Recently introduced Truist Marquee Checking offers a premium checking experience with priority banking, enhanced benefits, higher transaction limits and waived fees.
- Experiential differentiation: Signature platforms such as the Truist Championship bring Truist's relationship‑driven model to life through community-focused brand engagement touchpoints.
By introducing the Truist Premier brand, Truist is creating a more defined way to deliver a premium mass affluent banking experience. This builds on Truist's strong track record of serving mass affluent clients and accelerates its multi-year strategic investment into distinctive products, insights-driven relationships and personalized experiences across channels. The strategic focus is driving client impact, with Premier deposit production increasing
"We've spent years working alongside mass affluent clients, and we've seen firsthand that they want more than transactions or standalone products," said Truist Head of Premier and Branch Banking Scott Stearsman. "They want a partner who understands their goals, helps them navigate important financial decisions, and evolves with them as their needs change. Truist Premier brings that together through personalized advice, dedicated support, and meaningful rewards delivered with unwavering care."
Together, Truist Premier and Truist Wealth provide a continuum of guidance and distinctive solutions that scale with clients as they build their wealth and their needs evolve. Truist clients with assets above
To learn more, visit truist.com/premier.
1 Securities, brokerage accounts, and/or annuities are offered through Truist Investment Services, Inc. ("TIS"), member FINRA and SIPC. Investment advisory services are offered by Truist Advisory Services, Inc. ("TAS"), an SEC registered investment adviser.
About Truist
Truist Financial Corporation is a purpose-driven financial services company committed to inspiring and building better lives and communities. Headquartered in Charlotte, North Carolina, Truist has leading market share in many of the high-growth markets in the U.S. and offers a wide range of products and services through wholesale and consumer businesses, including consumer and small business banking, commercial and corporate banking, investment banking and capital markets, wealth management, payments, and specialized lending businesses. Truist is a top 10 commercial bank with total assets of
Investment and Insurance Products:
•Are not FDIC or any other Government Agency Insured •Are not Bank Guaranteed •May Lose Value
Truist Wealth is a marketing name used by Truist Financial Corporation (Truist). Truist Premier is a brand name used by Truist Bank, and Premier Advisors offer products and services through Truist Bank. Banking products and services, including loans, deposit accounts, trust and investment management services provided by Truist Bank, Member FDIC. Securities, brokerage accounts, and/or annuities offered by Truist Investment Services, Inc., member FINRA, SIPC, and a licensed insurance agency. Investment advisory services offered by Truist Advisory Services, Inc. and affiliated SEC registered investment advisers. Other insurance products are offered by third party insurance agencies unaffiliated with Truist Financial Corporation or any of its subsidiaries.
© 2026 Truist Financial Corporation. TRUIST, the Truist logo and Truist Purple are service marks of Truist Financial Corporation. All rights reserved.
View original content to download multimedia:https://www.prnewswire.com/news-releases/truist-premier-deepens-commitment-to-advice-led-banking-for-mass-affluent-clients-302858748.html
SOURCE Truist Financial Corporation