Good morning. Huntington Bancshares Inc. is marking its 160th year by showing that traditional branch banking and digital growth can advance together, not at each other’s expense.
Huntington opened five branches across the two states in 2025 and plans roughly 24 more this year, putting it on track for about 55 locations by the end of 2027. Beyond physical expansion, the bank views each new branch as a talent opportunity. “We’re putting a major organizational focus around this, and the results have been encouraging,” Wasserman said.
The rollout has been supported by heavy pre-launch marketing, with many branches surpassing full-year deposit targets before opening, he added.
At the same time, Huntington has become increasingly digital-first in new customer acquisition. The bank now brings in more customers digitally than through branches—an approach Wasserman described as “very unusual” for an institution of its size. Most new relationships now begin online, even if customers later turn to branches for more complex needs.
Crucially, the digital and physical footprints overlap. About 80% of new digital customers live within five miles of a Huntington branch, underscoring that local presence still matters even when accounts are opened online, Wasserman said. The bank is using that proximity to deepen relationships and drive growth in higher-value businesses such as commercial payments, wealth management and capital markets, he said.
Wasserman framed Huntington’s strategy as a long-term effort to win market share through steady, multi-year investment rather than stop-start growth cycles. Consistent spending on branches, digital platforms and specialized businesses, he said, is key to fully realizing the benefits of the bank’s expansion over time.
Have a good weekend.
