Truist Launches 'Truist Premier' to Capture Mass Affluent Market with AI-Driven Advice

Truist has launched Truist Premier, a dedicated service tier targeting mass affluent consumers with at least $100,000 in assets. For fintech professionals, this represents a significant move to bridge the gap between retail banking and high-net-worth wealth management, utilizing AI-driven insights and human advisory to capture a larger share of the lucrative mass affluent market.

What was announced

Truist Premier is an elevated banking and investment experience designed for clients with $100,000 or more in assets. The offering is structured to address increasing financial complexity through a combination of personalized financial planning, dedicated human support, and digital tools. A key component is the integration of Truist Investment Services financial advisors, who provide guidance alongside a team of advisors accessible via a new Client Advisory Center.

The service is segmented by asset levels: clients with $250,000 or more receive access to a new digital financial planning experience and more comprehensive, goal-oriented planning. The proposition also includes Truist Marquee Checking, which features priority banking, higher transaction limits, and waived fees. To support this rollout, Truist is hiring additional Premier advisors and accelerating its Premier Advisor Advancement Journey development program. The bank is also redesigning its physical branches to facilitate deeper advisory conversations, supported by AI-powered branch insights that provide bankers with real-time client context. The strategic shift follows internal data showing a 27% increase in Premier deposit production over the last year.

"Financial advice has never been more accessible, but clients still value partnership and a personalized plan. 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."

Dontá Wilson, Chief Consumer and Small Business Banking Officer and Member of the Truist Operating Council at Truist.

The companies involved

Truist is a major American financial services firm headquartered in Charlotte, North Carolina. The company was formed through the 2019 merger of BB&T and SunTrust Banks, a deal that created one of the largest commercial banks in the United States. Truist operates a wide-ranging model that spans consumer and small business banking, commercial banking, corporate and investment banking, and wealth management. Under its current structure, the bank serves distinct segments through Truist Premier for the mass affluent and Truist Wealth for clients with assets exceeding $1 million.

The launch of Truist Premier was informed by research conducted alongside Morning Consult, a global decision intelligence company that provides data-driven insights for business and government leaders. Morning Consult specializes in survey research and analysis, helping firms understand consumer sentiment and market gaps. In this instance, their joint research highlighted that while 90% of mass affluent consumers value financial planning, only 53% currently utilize a professional advisor, identifying a significant market opportunity for Truist.

What FF News has reported before

FF News has previously tracked Truist’s efforts to modernize its digital infrastructure and service models. In late 2025, we reported on the bank's expansion into wholesale banking technology with Truist Debuts One View Connect Pilot, Enabling Multi-Platform ERP Banking for Wholesale Clients. This focus on integrated digital experiences mirrors the current push in the consumer sector. Additionally, our coverage of the broader US market has highlighted a growing trend toward hybrid advisory models. We recently covered how Santander US Survey: Middle-Income Americans Demand In-Person Support for Major Financial Decisions, a sentiment that aligns with Truist’s decision to redesign branches for Premier clients. We also noted shifting family financial dynamics in U.S. Bank Study Reveals 67% of Parents Talk Money Before Age 12 but Struggle with Implementation, underscoring the demand for the professional guidance Truist is now scaling.

What this means

The launch of Truist Premier signals an intensifying battle for the "squeezed middle" of wealth management. By formalizing a tier for those with $100,000 to $1 million, Truist is putting pressure on both traditional brokerage firms and digital-only robo-advisors. The industry is moving away from generic retail accounts toward "advice-led" models that justify higher engagement through personalized AI insights. This move raises the stakes for competitors to prove they can offer more than just a slick app; they must now demonstrate a seamless transition between automated tools and human expertise. The success of this strategy will likely depend on whether the AI-powered branch insights can truly deliver "meaningful guidance" or if they will be perceived as just another sales tool.