Huntington Bancshares is pursuing a strategy of concurrent digital and physical expansion, with a significant investment in brick-and-mortar branches despite the increasing prevalence of online banking. The bank is on track to open approximately one new branch every two weeks in North Carolina and South Carolina throughout 2026, according to CFO Zachary Wasserman.

This expansion is a key component of Huntington's broader strategic plan, which designates 2026 as a pivotal year. The bank aims to integrate recent partnerships, sustain growth in its core businesses, and expand its presence in payments, wealth management, and capital markets. Huntington opened five branches in the Carolinas in 2025 and plans to add roughly 24 more this year, projecting a total of approximately 55 locations by the end of 2027. These new branches are also viewed as opportunities to attract and develop talent, supported by pre-launch marketing campaigns. Wasserman noted that many new branches have already exceeded their full-year deposit targets.

Huntington's investment in physical branches bucks the trend of many financial institutions that are consolidating their physical footprint in favor of digital channels. This strategy suggests a belief that a physical presence remains crucial for attracting and retaining customers, particularly in specific markets. The expansion into the Southeast also indicates a targeted approach to growth, focusing on regions with perceived potential for increased market share.

Founded in 1866, Huntington Bancshares operates over 1,000 branches nationwide and ranks 351 on the Fortune 500. The company's long history in the banking sector provides a foundation for its current expansion efforts.

Looking ahead, Huntington's success will depend on its ability to effectively integrate its digital and physical strategies. The bank's focus on talent development and pre-launch marketing suggests a commitment to ensuring that new branches are successful. The integration of recent partnerships and expansion into new business lines will also be critical for driving long-term growth. The market will be watching to see if Huntington's bet on brick-and-mortar branches pays off in an increasingly digital world.