How does Old National Bancorp's omnichannel commercial engine drive mid-market growth?
Old National Bancorp's sales model mixes legacy relationship banking with digital scale, targeting mid-market and wealth clients; in 2025 it reports about 71 billion USD in assets, signaling successful geographic and channel expansion.
Focus on mid-market C-suite and business owners via branch-led advisory plus digital conversion; conversion lifts fee income and cuts reliance on net interest margin.
Explore product-level strategy: Old National Bank SWOT Analysis
Who Does Old National Bank Want to Win?
Old National Bancorp targets mid-market commercial firms, mass-affluent and high-net-worth households, and the emerging affluent aged 25-40, framing itself as a regional relationship bank that delivers commercial finance, wealth management, and digital-first retail products to drive deposits and loans.
Mid-market commercial firms
Old National Bank sales channels focus on firms with revenues between 10 million USD and 500 million USD, prioritizing healthcare, agribusiness, and specialized manufacturing because these verticals match its Midwestern footprint and produce high-value deposits and commercial lending opportunities.
Mass-affluent and wealth clients
The bank targets households with incomes above 100,000 USD, leveraging the 1834 Wealth brand which manages roughly 30 billion USD to 38 billion USD in AUM (assets under management) to drive fee-based services and cross-selling of loans and deposit products.
Emerging affluent and digital-first customers
The bank recruits customers aged 25-40 via Old National Bank digital banking sales, mortgage origination funnels, and promotional account-opening incentives to lock long-term relationships early through its mobile app for selling financial products.
Adjacent and community segments
Small businesses and local community clients receive tailored relationship banking and branch sales process support, feeding the pipeline for commercial lending sales approach and small business banking sales strategy.
Market positioning
Old National Bancorp positions itself as a relationship-driven regional bank that is both service-oriented and digitally capable-premium on commercial coverage and wealth, value-driven on retail pricing and convenience via branch and mobile channels.
Why this positioning works
The combination of targeted commercial verticals, Who Old National Bank Company Serves, and 1834 Wealth AUM scale enables cross-selling of loans and deposit products, fee-based wealth revenue, and predictable deposit growth from both branches and Old National Bank digital banking sales.
Primary target customers and positioning
Old National Bancorp seeks mid-market commercial firms, mass-affluent and high-net-worth households, and digitally native emerging affluent consumers, using relationship banking, branch sales process, and digital channels to convert deposits into loan growth.
- Mid-market firms with 10 million USD-500 million USD revenue
- Mass-affluent/high-net-worth households (income > 100,000 USD; 1834 Wealth AUM ~ 30-38 billion USD)
- Positioned as a relationship-led regional bank with strong digital capabilities
- Message: tailored commercial coverage and wealth advice plus convenient digital account and mortgage origination to drive cross-selling and long-term retention
Old National Bank SWOT Analysis
- Complete SWOT Breakdown
- Fully Customizable
- Editable in Excel & Word
- Professional Formatting
- Investor-Ready Format
How Does Old National Bank Get in Front of People?
Old National Bank gets in front of people through a phygital model: a network of over 250 banking centers plus precision digital targeting, strategic M&A to buy market share, and localized community programs that drive trust and referrals.
Branch-led commercial and wealth acquisition
High-touch branch interactions drive complex commercial lending and wealth management sales; branches enable relationship banking and in-person consults that digital channels can't fully replace.
Digital marketing and targeted online reach
Old National Bank uses CRM lookalike modeling, LinkedIn SEM, and a mobile-first approach-with over 72% mobile/online adoption by mid-2025-to reach decision-makers and retail customers efficiently.
Sales channels: branch network plus commercial teams
Distribution mixes retail branch sales, dedicated commercial banking teams, direct digital onboarding, and referral partnerships to sell checking, savings, mortgages, and fee-based services.
Demand generation: M&A, community, and targeted ads
Strategic acquisitions (First Midwest 2022, CapStar 2024, Bremer May 2025) plus Community-First Forward sponsorships and paid search/social campaigns create immediate market share and local trust.
Customer acquisition efficiency and scale
Combining physical scale with CRM-driven digital targeting yields lower marginal acquisition cost for business customers; branch conversions remain strong for high-value products.
Most important reach advantage: phygital footprint
The merger-fueled branch footprint plus high digital adoption gives Old National Bank broad reach across the Midwest and Tennessee in 2025, accelerating product distribution and deposit growth.
Phygital distribution drives awareness and demand
Old National Bank pairs a >250-branch physical engine and M&A-driven market entries with CRM-targeted digital campaigns and community programs to build awareness, generate demand, and attract both retail and commercial customers.
- Branch-first commercial lending and wealth advisory are the main acquisition channel
- Mobile/online platforms and CRM lookalike modeling are the most important digital channels
- Mergers, localized philanthropy, and targeted SEM are the key demand-generation tactics
- Scale from acquisitions plus 72% mobile adoption is the strongest reach advantage
See more on market ownership and the bank's footprint in this profile: Who Owns Old National Bank Company
Old National Bank PESTLE Analysis
- Covers All 6 PESTLE Categories
- No Research Needed – Save Hours of Work
- Built by Experts, Trusted by Consultants
- Instant Download, Ready to Use
- 100% Editable, Fully Customizable
How Does Old National Bank Turn Attention into Sales?
Old National Bancorp converts attention into sales through relationship-led bundling: commercial bankers and wealth advisors use CRM-driven Next Best Action to move prospects from single-product interest to multi-product relationships, monetizing deposits, loans, and fee services across digital and branch channels.
Relationship-led bundled sales
Direct, advisor-led selling through a force of over 500 commercial bankers and wealth advisors targets mid-market and small-business clients, using branch, phone, and digital touchpoints to close enterprise contracts and retail accounts.
Pricing and deposit-driven monetization
Pricing aims to shift balances to low-cost core deposits-targeting growth in noninterest-bearing accounts-to fund higher-yield commercial loans; fee revenue is growing toward a 25% share of total revenue by 2026.
Next Best Action conversion engine
Unified CRM and predictive marketing (Next Best Action) identify product fits by business lifecycle, converting mid-market loan leads into treasury management and wealth services-a tactic that lifted commercial cross-selling by 12%.
Repeat revenue via cross-sell and fees
Bundling loans, deposits, treasury, and wealth generates recurring interest and fee income; targeted account-opening incentives and ongoing advisor touchpoints increase wallet share and retention for both retail and commercial clients.
How Old National Bancorp Turns Attention into Sales
Old National Bancorp turns attention into sales by using a unified CRM and a team of over 500 commercial bankers and wealth advisors to execute Next Best Action bundling-converting single-product interest into multi-product relationships that boost deposits, loans, and fee income.
- Relationship-led bundling via branch, digital, and advisor channels
- Pricing focused on shifting to noninterest-bearing deposits to protect net interest margin
- Unified CRM + Next Best Action drove a 12% increase in commercial cross-selling
- Risk: scale depends on sustained advisor engagement and CRM accuracy; cross-sell gains can stall if onboarding or digital sales friction rises
Read more on the bank's background and evolution in this piece: History of Old National Bank Company Explained
Old National Bank SOAR Analysis
- Complete SOAR Analysis
- Effortlessly Communicate Your Business Strategy
- Investor-Ready Format
- 100% Editable and Customizable
- Clear and Structured Layout
How Strong Does Old National Bank's Commercial Engine Look?
Old National Bank's commercial engine appears highly productive and efficient, driven by strong mid-market loan production and disciplined cost control, though core deposit attrition poses a funding headwind. Continued growth likely hinges on stabilizing deposits while scaling M&A synergies and mid-market lending.
What Supports Future Demand
High commercial loan originations-Q4 2025 production of USD 3.5 billion-and a disciplined pricing model (net interest margin 3.65 percent) support demand for lending products and cross-selling of deposits and fee-based services.
Channel and Marketing Effectiveness
Omnichannel reach-branch relationship banking, commercial sales teams, and digital banking sales via the mobile app-appears effective for acquisition and client retention, enabling targeted commercial lending and wealth client acquisition.
Risks to Commercial Performance
Core deposits declined at a 3.2 percent annualized rate by end-2025, creating funding pressure that could raise funding costs and limit loan growth unless addressed through pricing, deposit promotions, or wholesale funding.
The Overall Commercial Outlook
Structurally sound and primed for growth if deposit attrition is stabilized; non-performing loans rose to USD 590.8 million (Q3 2025) but nonaccrual rate of 1.07 percent keeps credit risk manageable for 2026 expansion plans.
How Strong the Commercial Engine Looks
Old National Bank's commercial engine is efficient and growth-capable-high loan production and a 46.0 percent adjusted efficiency ratio in late 2025 signal strong sales execution, but deposit erosion is the single biggest structural risk to sustained growth.
- Largest support: aggressive mid-market loan production-Q4 2025 USD 3.5 billion in originations
- Key channel advantage: integrated branch, relationship banking, and digital channels for cross-selling
- Primary risk: core deposits down 3.2 percent annualized at end-2025, raising funding cost risk
- Overall outlook: strong but conditional-requires deposit stabilization to fully realize M&A and lending upside
For context on strategic direction and M&A rationale, see Where Old National Bank Company Is Going
Old National Bank VRIO Analysis
- Covers VRIO Analysis in Details
- Structured for Consultants, Students, and Founders
- 100% Editable in Microsoft Word & Excel
- Instant Digital Download – Use Immediately
- Compatible with Mac & PC – Fully Unlocked
Related Blogs
- What Does Old National Bank Company Stand For?
- How Did Old National Bank Company Become What It Is Today?
- Who Owns Old National Bank Company and Why Does It Matter?
- How Does Old National Bank Company Actually Work?
- Where Is Old National Bank Company Going Next?
- Who Does Old National Bank Company Serve?
- Who Does Old National Bank Company Compete With?
Frequently Asked Questions
Old National Bank targets mid-market commercial firms, mass-affluent and high-net-worth households, and emerging affluent customers aged 25-40. It focuses on relationship banking, commercial finance, wealth management, and digital-first retail products to drive deposits, loans, and fee-based services.
Disclaimer
All information, articles, and product details provided on this website are for general informational and educational purposes only. We do not claim any ownership over, nor do we intend to infringe upon, any trademarks, copyrights, logos, brand names, or other intellectual property mentioned or depicted on this site. Such intellectual property remains the property of its respective owners, and any references here are made solely for identification or informational purposes, without implying any affiliation, endorsement, or partnership.
We make no representations or warranties, express or implied, regarding the accuracy, completeness, or suitability of any content or products presented. Nothing on this website should be construed as legal, tax, investment, financial, medical, or other professional advice. In addition, no part of this site - including articles or product references - constitutes a solicitation, recommendation, endorsement, advertisement, or offer to buy or sell any securities, franchises, or other financial instruments, particularly in jurisdictions where such activity would be unlawful.
All content is of a general nature and may not address the specific circumstances of any individual or entity. It is not a substitute for professional advice or services. Any actions you take based on the information provided here are strictly at your own risk. You accept full responsibility for any decisions or outcomes arising from your use of this website and agree to release us from any liability in connection with your use of, or reliance upon, the content or products found herein.