PNC Wealth Management has launched PNC Premier Client, a new integrated banking and investment offering designed for individuals and families seeking a more holistic, high-touch financial relationship as their needs become more sophisticated. The program is targeted at clients who have more than $100,000 at PNC and will be delivered through PNC Wealth Management’s national network of affluent bankers and financial advisors.
The new service model centers on coordinated planning across banking and investing, with a focus on aligning savings, borrowing, spending, insurance, and investment decisions into a single plan. PNC said Premier Client pairs customers with dedicated, integrated teams that include a personal banker and a financial advisor working together, supported by an enhanced concierge-style servicing team intended to provide more personalized assistance.
PNC is also tying the program to a physical footprint upgrade. Through 2027, the bank plans to transform 200 existing locations into Premier Branches, which it said will feature a modernized design, higher-end amenities, and dedicated Premier Banking and Investment Advisor teams to bring the experience to life in person.
The initiative is positioned as a step between traditional retail banking and the firm’s private bank offering. PNC said Premier Client customers with significant assets and needs who are not yet eligible for PNC Private Bank will be served by Wealth Advisors and Wealth Bankers within PNC Wealth Management, while high net worth and ultra high net worth clients will continue to be served by PNC Private Bank.
PNC framed the launch around internal research indicating a large and engaged mass affluent segment in the U.S., with customers focused on long-term goals like retirement and a preference for guided investing and advice-oriented planning.
KEY QUOTES
“As we look across our Retail client base, as well as at the broader demographics of our markets, it’s clear there is demand for a more tailored, high-touch approach to supporting the comprehensive financial needs of the emerging affluent. Premier Client is our answer to that need, bringing the capabilities and service model traditionally associated with a high-net-worth provider to these clients – delivering a $3 million experience to those with $300,000.”
Alex Overstrom, Head Of PNC Retail Banking
“PNC Wealth Management has long led the way in providing clients with investment solutions centered around an advice-and-planning model. As our clients’ financial situations become increasingly complex, the next phase of our approach is to address these evolving needs. PNC Wealth Management is committed to offering Premier Clients an integrated experience — combining expert guidance, personalized service, advanced technology and a comprehensive portfolio of products — to support their success at every stage of their financial journey.”
Rich Guerrini, President And CEO Of PNC Wealth Management
