Huntington Bancshares is pursuing a strategy of simultaneous digital advancement and brick-and-mortar expansion, defying the narrative that the two are mutually exclusive. The bank is leveraging physical branches to fuel its broader growth strategy, particularly in the Southeast.

CFO Zachary Wasserman highlighted 2026 as a pivotal year for Huntington, emphasizing the integration of recent partnerships and the growth of core businesses, including payments, wealth management, and capital markets. A key component of this strategy is the expansion in North Carolina and South Carolina, with the bank aiming to open a new branch approximately every two weeks throughout the year. Huntington opened five branches in the two states in 2025 and plans to open roughly 24 more this year, projecting approximately 55 locations by the end of 2027. These new branches are also viewed as talent acquisition opportunities, supported by pre-launch marketing campaigns that have reportedly led to many branches exceeding full-year deposit targets.

This expansion occurs within a banking industry grappling with evolving customer preferences and the rise of fintech. While many institutions are consolidating their physical footprint, Huntington is betting on a hybrid model, believing that physical branches remain crucial for customer acquisition, relationship building, and providing localized financial services. This approach could give Huntington a competitive edge in attracting customers who value in-person interactions, particularly in regions where digital adoption may lag.

Founded in 1866, Huntington Bancshares, ranked 351 on the Fortune 500, operates over 1,000 branches nationwide. The company's strategy reflects a belief that a physical presence complements its digital offerings, creating a synergistic ecosystem.

Looking ahead, Huntington's success will depend on its ability to effectively integrate its physical and digital channels, leveraging data analytics to personalize customer experiences and optimize branch performance. The bank's performance in the Southeast will be closely watched by industry observers as a test case for the viability of branch-based expansion in the digital age.