Truist Financial Corporation unveiled an expanded Truist Premier strategy on Aug. 25, 2026, targeting mass affluent clients with $100,000 or more in assets as their financial needs become more complex. The offering combines premium banking benefits, personalized financial planning, dedicated support, digital tools and investment guidance from a Truist Investment Services financial advisor. Research by Truist and Morning Consult found that nearly all mass affluent consumers believe financial planning helps them achieve their goals, but only 53% currently work with a professional financial advisor. Premier clients can access advisors through the Client Advisory Center, while clients with $250,000 or more in assets can receive more comprehensive, plan-centered guidance and use a recently introduced digital financial planning experience. Truist is also adding Premier advisors, expanding its Premier Advisor Advancement Journey program and redesigning branches around deeper client conversations. The bank said Premier deposit production has risen 27% since last year. Truist Premier Care Center provides priority, coordinated support, while AI-powered branch insights and the Truist Insights platform support more personalized interactions; the platform has delivered more than 2 billion real-time financial insights across mobile and online banking. New and planned benefits include Truist Marquee Checking, lending discounts and exclusive banking rewards. Truist Wealth will continue serving clients with assets above $1 million, while qualifying small-business clients will retain integrated support through Truist Small Business. Truist Financial had total assets of $556 billion as of June 30, 2026.