JP Morgan is looking to add between 10 and 15 financial advisors in Houston, TX, having already hired 20 in that region last year, the Houston Business Journal reports.

The bank’s Chase Private Client subsidiary, which has 82 locations in Houston and is targeted at individuals with at least $500,000 in investable assets, has brought in some 5,000 clients in the region so far, according to the report.

The bank intends to add up to 23 more branches in Houston by the end of 2013, a spokesperson reportedly told the news service. JP Morgan had not confirmed this to Family Wealth Report in time for publication.

As previously reported by this publication, in April JP Morgan extended its Chase Private Client services offering to branches in Louisville and Lexington, KY.

The moves are part of larger plans announced at an investor day presentation last year to add 750 new CPC locations this year and hire hundreds of bankers and advisors, as it targets mass affluent customers in a profitability drive.