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PNC embraces 'phygital' strategy with redesigned app, branch buildout

The news: PNC’s redesigned app, launching in H1 2026, will include “incremental functionality.” The bank hinted at digital direct deposit switching and instant debit card issuance.

The new app is a culmination of several years’ worth of work replatforming digital banking: In November, it migrated the last of its customers to the new platform, enabling it to introduce new capabilities more quickly.

What it’s worth watching: PNC has an average mobile experience compared to megabank and super-regional peers, according to our November 2025 Mobile Banking Emerging Features Benchmark. Its mobile app ranked No. 5 in our research, far behind Wells Fargo and narrowly ahead of Chase.

PNC’s results were lackluster in security and control, customer service, and account management. Holes in PNC’s mobile app features include transaction dispute management, handoffs between the chatbot and customer service representatives, and app personalization. Replatforming and redeveloping the app are steps toward a more competitive experience.

Zoom out: Mobile banking is a battleground for customer loyalty: 51% of US mobile banking users in our mobile banking benchmark would switch for better capabilities. Marketwide priorities are clear: Consumers most value the “alerts” and “security and control” categories. In addition, they ranked “unusual account activity alerts” and “see if SSN has been breached” as the most valuable mobile features.

The opportunity: PNC’s aggressive strategy for branch banking includes deploying $2 billion on more than 300 new or renovated branches through 2030 and hiring 2,000 people to support them.

This is a classic “phygital” play in which the branch is used to market a bank to a community and offer ancillary, in-person services that few consumers use often. When executed well, branch investments should pay off with increased brand awareness and more sales across channels.

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