PNC’s 2026 deposit growth strategy emphasizes expanding its retail client base through branch expansion and digital acquisition, while maintaining steady deposit costs amid a stable rate environment.
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What is PNC's retail deposit growth strategy for 2026?
PNC’s 2026 retail deposit growth approach centers on growing low-cost retail funding by expanding its retail customer base, while using both branch expansion and digital customer acquisition to drive that growth. Management explicitly frames deposit growth as a function of (1) the share and balance of each deposit customer and (2) the number of retail clients (“shots on goal”) it serves. 1
PNC’s strategy is to focus less on deposits as a standalone target and more on building retail clients and their DDA activity, which then translates into deposit growth. Management states: “Our focus has been on growing retail clients, which is the key to growing deposits long term,” and it links deposit growth to how average balances vary with rates and competitive alternatives outside the bank. 1
They also highlight that DDA remains a core deposit component: “DDAs continue to represent 22% of total deposits,” supporting the idea that operational growth in transaction accounts is important to the funding mix. 2
PNC acknowledges that when rates are steady for a time and competitors try to expand, banks may need to pay up in certain categories to either maintain balances or attract new clients. This is described as occurring “at the margin,” with competitors paying up to keep balances and/or add clients. 1
At the same time, PNC expects deposit costs to be relatively contained in 2026, assuming no Fed cuts: deposit costs are “fairly steady through the second quarter” and then only “maybe go up 1 or 2 basis points,” with the increase attributed primarily to back book repricing as customers roll to more market-rate levels (rather than a step-up in competitive pressure). 3
PNC’s deposit plan includes branch expansion as a retail acquisition lever. Management states: “We are opening branches. We have opened eight so far this year,” and indicates the program will total another ~50–55 branches for the year (implying continued expansion into 2026 within that annual plan). 1
This supports a “total client growth” strategy, consistent with retail client acquisition being the driver of deposit growth. 1
PNC also emphasizes digital acquisition as a major contributor to client growth: “Our digital acquisition has been really strong, and we just need to continue that. That ultimately will lead to deposit growth.” 1
Beyond tactics, management indicates deposit growth expectations for 2026 as being incremental rather than aggressive. They remind listeners: they “do have deposit growth expectations for the year… sort of staying at these levels… with some incremental growth in 2026.” 4
Additionally, management’s Q1 commentary shows that deposits were already growing during the year, which provides context for their “incremental” expectation: average deposits were $458 billion, up $19 billion (~4%) year-over-year, though the change was affected by acquisition-related deposit additions and brokered CD reductions. 2
PNC’s 2026 retail deposit growth strategy is fundamentally about expanding the retail client base—with deposit outcomes following from (a) more retail clients and (b) stronger DDA/transaction account balances—using branch openings and digital customer acquisition as primary channels, while managing deposit costs through a view that (absent Fed cuts) costs remain relatively steady with only modest increase driven mainly by back book repricing, not intense competition. 134
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PNC’s strategy for 2026 focuses on expanding its retail client base through branch openings and digital acquisition to foster deposit growth, maintaining steady deposit costs amid competitive pressures.
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Research questionWhat is PNC's retail deposit growth strategy for 2026?
Answer outline
PNC’s retail deposit growth strategy for 2026 centers on expanding its retail client base through branch and digital channels, supported by a stable rate environment and strategic customer acquisition.
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Research questionWhat is PNC's retail deposit growth strategy for 2026?
Answer outline
PNC's deposit growth strategy for 2026 emphasizes expanding retail clients through branch and digital channels, with an outlook of moderate deposit growth driven primarily by client acquisition.
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Research questionWhat is PNC's retail deposit growth strategy for 2026?
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