The news: After a decade of shrinking physical networks, major US banks are again investing heavily in branches, per PYMNTS. In 2015, the number  fell by nearly 11,000, from about 81,000 to 7,000. However, the decline has bottomed out: In 2025, there were 535 net new branches. Stabilization continued into Q1 2026, with 50 net new branches

Zoom out: JPMorgan Chase is notable for its branch strategy. CEO Jamie Dimon has repeatedly emphasized dual investment in branches and digital services and pushed the idea that the modern branch should focus on advice instead of transactions, He most recently noted their importance to the bank’s wealth management strategy, with Chase having opened more than 1,000 new branches since 2018.

Branches matter even for mobile natives: In July, an EMARKETER interview revealed that 84% of younger financial decision-makers prefer to open accounts in person. And branch proximity is one of the top three factors influencing where Gen Zers bank, per our survey data.

Implications for banks: The “clicks, not bricks” mantra is dead. Per our June 2026 report The Branch in 2026, banks are investing in premium advisory branches for affluent households and expanding community branches aimed at financially strained customers. Banks overall are investing in specific growth markets, mobile branches, and virtual formats to improve access and prove customer engagement. 

In the era of AI-based discovery, it’s increasingly important to connect AI answers to banks’ advisory relationships. Banks should ensure that AI platforms can surface advisor knowledge, branch services, and financial guidance as well as draw in prospective and existing customers to conduct the highest-value, personal interactions. The branch “rationalization” tactic is to locate, design, and operate in a way that complements digital services.

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