Why JPMorgan Is Doubling Down on Branches While Others Go Digital

Last Tuesday, a line formed outside the newly opened JPMorgan Chase branch on Manhattan's Upper East Side. In 2026, when most banking happens on smartphones, the sight of people queuing for in-person service seemed almost quaint.

Swimming Against the Digital Current

JPMorgan Chase just announced plans to open 500 new branches over the next three years. While competitors shutter locations and pivot to digital-only strategies, America's largest bank is making a contrarian bet on face-to-face banking.

This isn't nostalgia driving the decision. JPMorgan has spent $240 billion on technology over the past five years, yet CEO Jamie Dimon insists that "customers still want to talk to humans when making complex financial decisions."

The numbers back him up. At existing JPMorgan branches, 68% of visitors come for consultations, not simple transactions. For high-value services like mortgages, investment products, and business loans, the preference for in-person advice jumps to 85%.

The Human Touch Premium

Bank of America and Wells Fargo are quietly following suit. Both have reversed pandemic-era branch closures and extended operating hours. The reason? Customers who engage with branch staff generate 3.2 times more revenue than digital-only users.

Even digital natives seek human interaction for major financial milestones. Chase's internal data shows that Gen Z and millennial customers increasingly visit branches when buying their first homes or starting businesses. "There's something about putting your financial future in someone's hands that still requires eye contact," explains banking analyst Maria Rodriguez.

The Cost-Benefit Calculation

Not everyone's convinced this strategy makes sense. Operating a physical branch costs roughly 10 times more than digital channels, according to fintech consulting firm Finion. "JPMorgan is essentially betting that relationship banking can justify premium pricing," says analyst Sarah Thompson. "It's a bold gamble in an industry obsessed with efficiency."

The broader question is whether other banks can afford to follow suit. Regional players lack JPMorgan's scale and resources to maintain extensive branch networks while investing heavily in digital infrastructure.

The answer may determine which institutions survive the next decade of financial disruption.