Truist Financial Corporation (NYSE: TFC) announced an expanded strategy for Truist Premier, a banking offering targeting mass affluent clients with $100,000 or more in assets, according to a company statement.

The offering combines financial planning, dedicated advisor support, digital tools, and investment guidance through Truist Investment Services. Clients with $250,000 or more in assets receive access to a dedicated Premier advisor and a digital financial planning experience.

Truist said Premier deposit production increased 27% compared to the prior year. The company also cited research conducted with Morning Consult finding that while nearly all mass affluent consumers believe financial planning helps them achieve their goals, only 53% currently work with a professional financial advisor.

Truist said it plans to hire additional Premier advisors, expand its Premier Advisor Advancement Journey development program, and redesign branches to support deeper client conversations. The company also said its AI-driven Truist Insights platform has delivered more than 2 billion personalized financial insights across mobile and online banking.

A recently introduced Truist Marquee Checking account offers priority banking, higher transaction limits, and waived fees for Premier clients. Truist clients with assets above $1 million will continue to be served through Truist Wealth.

Truist is headquartered in Charlotte, North Carolina, and reported total assets of $556 billion as of June 30, 2026.