The American banking giant is opening around 30 branches across the US, located in the most exclusive neighborhoods and designed to offer a select atmosphere and personalized service. The aim is to encourage the wealthiest clients to entrust the bank with the management of their assets.
JP Morgan Chase loves the rich. And it wants to convince those living in the United States to entrust it with more of their money.
The findings of the latest Henley & Partners report on wealth in the United States in 2025, which show that the country is still home to more than a third of the world’s millionaires, have undoubtedly not escaped the attention of the American banking giant.
JP Morgan Chase is therefore working to attract more of this affluent segment of the population.
A new concept in upmarket neighborhoods
The bank has just opened 14 new branches, showcasing the new “J.P. Morgan Financial Centers” concept, all located in upscale neighborhoods such as Madison Avenue in New York, Napa in California, Palm Beach in Florida, and Cambridge in Massachusetts. Most of these locations are the result of its 2023 acquisition of First Republic, which targeted wealthy families.
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