JP Morgan Chase has three primary target markets, high net worth individuals, institutions and community bankers. High net worth individuals have assets exceeding one million dollars. The clients use the bank as an investment vehicle due to the surplus assets that they hold. High net worth individuals mainly consist of people aged above fifty years and who have spent significant periods building their careers and accumulating wealth. As a proportion of the population, about 11.5 million people have a net worth of above one million dollars. High net worth individuals have high disposable incomes and savings. They focus on investment products, thus JP Morgan Chase targets them using private banking. In 2017, 1256 billion of the value of assets that JP Morgan held was from private banking.

The second largest target market is institutions. The bank targets institutional clients through the institutional banking segment. Institutional banking clients consist of companies, corporations, and government bodies.The clients require a wide variety of products including financial consulting, financing and deposit maintenance. In 2017, assets from institutional banking comprised the second largest segment with 990 billion of the assets that JP Morgan Chase held.

The third largest target market is people that have low to average incomes and who require everyday banking services. The target market is served through the retail banking segment. The retail banking segment requires the use of local bank branches and innovative technologies such as mobile and internet banking to meet the needs of consumers. In 2017, retail banking comprised 543 billion in the value of the assets that JP Morgan Chase held. Retail banking clients mainly maintain deposits, perform frequent withdrawals and take loans and mortgages.

 
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