The news: Chase opened 18 new branches in May—bringing its total to 52 new branches so far in 2026—while renovating more than 160 existing locations since January, per PYMNTS. 

Zoom in: According to a press release, Chase’s branch expansion is central to supporting deposit growth nationwide. It is designing many branches as advisory and relationship centers tailored to local communities. And each will be staffed with experts ready to offer families and small businesses financial advice and full-service banking.

Chase has identified the Carolinas, Florida, Pennsylvania, Kansas, Massachusetts, and Tennessee as key major expansion markets or areas with high population growth. As part of this strategy, the bank is expanding into low-to-moderate income and rural communities that historically have had less access to large national banks. 

Why this matters: Chase is staking out new territories and trying to forge relationships with new populations, while competitors like U.S. Bank have focused on expanding in areas where they already have a footprint.

Chase can do this without risking profitability because it has the scale, capital, and brand recognition to absorb the enormous costs of opening and renovating branches. And its existing nationwide infrastructure allows branches to function as advisory hubs that complement mobile banking. Smaller and regional banks often cannot justify this level of investment, especially in light of rising operating costs and digital competition. 

Implications for banks: Chase’s expansion strategy—along with other big and super-regional bank expansions—underscores that financial institutions see significant strategic value in physical branches even as digital banking adoption accelerates. 

While mobile apps and online platforms now handle most day-to-day transactions, branches remain important for building trust, acquiring deposits, and deepening long-term customer relationships. Banks are increasingly treating branches as relationship and advisory hubs that complement digital channels.

The strategy also aligns with broader consumer behavior trends indicating that physical proximity remains an important factor when customers choose a bank. Research has consistently found that consumers—including younger generations—continue to value nearby branches. For banks, that means branch presence can still influence customer acquisition and loyalty even among digitally native consumers. 

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