Even in today’s digital world, financial institutions have not given up on their branch networks, in part because physical branches are still seen as a trust point for consumers. 

In fact, 62% of consumers say the more physical locations a financial institution has, the more established and trustworthy it is perceived, according to the survey “Trust still has an address” by insights provider La Macchia Group, which polled more than 1,100 United States consumers in January. 

“The branch is still one of the most important trust moments in banking, and there is real opportunity to make it smoother for customers and employees,” Miki Van Cleave, chief design officer at JPMorgan Chase, told FinAi News, and AI plays a role. 

In a branch setting, AI is used for: 

• Team preparation; 

• Reduction of busywork; and 

• Improved consistency. 

“The best innovation is often removing friction,” Van Cleave said. “Better handoffs, less repetition, faster resolution and clearer next steps after the visit.”  

Branch investment

Chase plans to add more than 160 branches in 30 states this year, according to a February release. Some of that expansion was reported in the bank’s first-quarter earnings this month. Total branches in Q1 reached 5,095, up from 4,972 in Q1 2025. 

When branches are added, the customer base grows and the number of digital users also ticks up, Van Cleave said. 

Active digital users in Q1 reached 76.2 million, up from 72.4 million in Q1 2025, according to the Q1 earnings supplement. 

Expansion

Chase is not the only bank investing in its branch network: 

• The $3.5 trillion Bank of America announced in May 2025 it would open more than 150 branches by the end of 2027;   

• The $227.9 billion Citizens plans to invest in its retail business, including adding branches in New York City, Chief Executive Bruce Van Saun said April 16 during the Q1 earnings call; and 

• Fifth Third opened 10 branches in Georgia and the Carolinas in Q1 and plans more in Texas. 

“I like to think of branches … as standalone mechanisms to generate new account growth,” CEO Tim Spence said April 17 during the bank’s Q1 earnings call.  

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