By Emily Glazer 

James Dimon maintains that J.P. Morgan Chase & Co. doesn't need to get radically smaller, just much leaner.

The chief executive of the nation's biggest bank by assets pushed back against calls to break up the firm on Tuesday, even as he and other J.P. Morgan executives outlined a fresh spate of cost-cutting measures and a plan to shed as much as $100 billion in certain deposits.

At J.P. Morgan's annual investor day in Manhattan, Mr. Dimon defended his belief that the bank benefits from its scale and sprawling global presence. J.P. Morgan has $2.57 trillion in total assets and has operations in more than 60 countries, according to the bank.

"We still want that pre-eminent position, and we're not going to give that up for anyone," he said, adding that the bank's many pieces work well together. "We're not a conglomerate" of unrelated businesses.

Yet Mr. Dimon conceded that the bank faces higher compliance and other costs as a result of its size. "It's our job to get [those costs] down," he said.

Mr. Dimon and his deputies detailed measures to trim expenses, including cutting roughly 300 branches--or about 5% of its total--by the end of 2016, as well as some employees.

Bank tellers, whose ranks have thinned in recent years, will continue to be replaced by mobile banking and more elaborate automated teller machines. Instead, Chase retail branches will continue adding offices for customer advice and private bankers to provide more extensive service to more affluent customers.

J.P. Morgan expects expenses to drop to around $57 billion in 2015, from $58.4 billion in 2014.

In perhaps the biggest shift, J.P. Morgan announced that it aims to reduce certain deposits by as much as $100 billion by year-end and is preparing to charge large institutional customers for some deposits, thanks to new rules that make holding money for the clients too costly.

The new fees will vary by client, depending on such factors as their overall relationship with the bank and the size of the account, Chief Financial Officer Marianne Lake said, detailing a plan reported Monday by The Wall Street Journal.

The plan won't affect the bank's retail customers, but some corporate clients and especially an array of financial firms, including hedge funds, private-equity firms and foreign banks, will feel the impact, according to an internal bank memo. The bank is focusing on about $200 billion of certain "excess" deposits from financial institutions out of a total $390 billion of financial-institution deposits, according to Tuesday's presentation.

The Journal reported in December that J.P. Morgan and several other major banks had spoken with clients to inform them that new regulations and low interest rates are making some deposits less profitable.

But industry experts say J.P. Morgan's public pronouncement will set off a scramble among institutional clients to find other places to invest their cash.

"The world has changed," said Jerome Schneider, managing director at Newport Beach, Calif., asset manager Pacific Investment Management Co. "Investors who want their cash to be safe no longer have a free ride."

Mr. Schneider said investors will need to determine which of their needs demand immediate access to cash and manage their funds according to new liquidity tiers. "Clients have been acknowledging that [deposit fees] may happen. Now it has," he said. "You're going to see [clients] move from dialogue to implementation over the next few months."

Investors welcomed J.P. Morgan's approach. Shares rose 2.5% to $60.82, outpacing many other bank stocks.

Since the financial crisis, rules have been put into place that require banks to maintain enough high-quality assets that could be converted into cash during a crisis to cover a projected flight of deposits over 30 days. Because large, uninsured deposits would be expected to leave most quickly, the rules will require that banks maintain reserves for those deposits that they can't use for profitable activities like making loans. That makes it much less efficient or profitable for banks to hold these deposits.

Write to Emily Glazer at emily.glazer@wsj.com

The firm's head of consumer and community banking, Gordon Smith, detailed areas where J.P. Morgan took further steps to avoid other potential regulatory problems, including closing more than 100,000 accounts through anti-money-laundering screening and cutting ties with over 5,000 individuals that also pose risks.

For investors weary of the persistent focus on regulation, Mr. Dimon cast an optimistic tone, a departure from comments earlier this year when he said the bank was at times "under assault" from regulators.

On Tuesday, Mr. Dimon said his firm was dealing effectively with regulators "left and right...if regulators want more, we can do that too." He said he believes most regulatory rules stemming from the financial crisis will be finalized within two years and "a lot" of the firm's legal costs will drop once that is complete.

Mr. Dimon, who last year battled throat cancer, also hinted he might stay in the job for the foreseeable future. In a discussion about the firm's stock price, he said he sees value in the firm's shares at the current price and would be a buyer if the government allowed him to be.

"I may be standing here in four years talking about" similar issues, he said.

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