Truist Financial Corporation (NYSE: TFC) has expanded its Truist Premier banking service to clients with $100,000 or more in assets, deepening its focus on the mass affluent segment. The tiered program provides escalating benefits based on asset levels, including access to dedicated Premier advisors and a digital financial planning experience for those with $250,000 or more in assets.
Clients with assets exceeding $1 million continue to be served by Truist Wealth, the bank’s private banking division. Truist Premier combines banking, financial planning, and investment guidance from Truist Investment Services advisors, supported by a Client Advisory Center for investment guidance and a Premier Care Center for priority customer service.
The expansion follows a 27% increase in Premier deposit production year-over-year, according to the bank. As of June 30, 2026, Truist reported total assets of $556 billion. Research conducted by Truist and Morning Consult indicates that 53% of mass affluent consumers currently work with a professional financial advisor, while nearly all believe financial planning aids in achieving their goals.
Truist is hiring additional Premier advisors and redesigning branches to accommodate the service. The bank also recently introduced Truist Marquee Checking, which offers priority banking, enhanced benefits, higher transaction limits, and fee waivers. Small business owners who are Truist Premier clients receive integrated personal and business financial planning.
Dontá Wilson, Truist’s Chief Consumer and Small Business Banking Officer, stated that the service is designed as a "digitally empowered, deeply relational experience built around knowing each client's unique story and goals." Truist Bank operates as a Member FDIC.
