How does Old National Bancorp target mid-market businesses and mass-affluent customers in its primary US Midwest market?
Old National Bancorp targets mid-market firms and mass-affluent individuals to capture stable deposits and higher-yield lending. By late 2025 it held 72,000,000,000 in assets, signaling scale for regional commercial lending and personalized retail services.
Focus on deposit-rich retail branches plus tailored commercial teams; this mix lowers funding costs and supports higher ROE in core Midwestern corridors.
See product detail: Old National Bank PESTLE Analysis
Which Customer Segments Has Old National Bank Chosen to Serve?
Old National Bancorp targets mid-market and SME commercial clients plus mass-affluent and emerging affluent consumers; it prioritizes B2B commercial lending as the primary revenue engine while keeping wealth and UHNW services for high-net-worth relationships.
Main Commercial Segment: Mid-market and SMEs
Old National Bank market segmentation centers on mid-market firms with revenues of 10 million to 500 million dollars and SMEs at 2 million to 50 million dollars; commercial loans made up over 70 percent of the loan portfolio in 2025, making this B2B cohort the primary revenue driver.
Secondary: Mass-affluent and Emerging Affluent Consumers
Behavioral segmentation targets households earning over 100,000 dollars (ages 35-65) and an emerging affluent cohort (ages 25-40) that saw a 12 percent YoY rise in new account openings in 2024, supporting deposit growth and fee income.
Customer Type and Market Role
Old National Bank target market mixes businesses, consumers, and institutions: commercial clients drive lending and interest income, retail mass-affluent supply stable deposits, and institutions/UHNW clients use 1834 wealth management for advisory and fiduciary revenue.
Most Important Segment by Revenue
Commercial borrowers are the most important segment by revenue and balance-sheet impact-commercial loans > 70 percent of total loans in 2025-so Old National Bank customer segmentation skews toward high-value B2B relationships for profitability and growth. Read more on governance and strategy in this piece: Governance Structure of Old National Bank Company
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What Jobs or Needs Matter Most to Old National Bank's Customers?
Customers prioritize a phygital banking experience that pairs powerful digital tools with local, expert human advice; demand centers on fast capital access, tailored wealth planning, and digital-first convenience across segments.
Efficient capital and credit access for commercial clients
Commercial customers need quick loan approvals, local credit decision-making, and scalable treasury services to fund operations and growth. Cybersecurity and fraud controls are rising priorities as transactions digitalize.
Wealth preservation and goals-based advice for mass-affluent and HNW
Mass-affluent and high-net-worth clients seek personalized retirement planning, tax-aware strategies, and portfolio protection; many expect a dedicated relationship manager for complex needs.
Digital-first convenience and education for emerging affluent
Emerging affluent customers want seamless mobile banking, budgeting and investing tools, and clear educational resources to accelerate wealth-building during peak earning years.
Practical buying drivers: speed, reliability, and local service
Clients pick Old National Bank market segmentation and target market offerings for quick lending turnarounds, reliable cash management, and the convenience of linked digital channels plus branch access.
Emotional and aspirational factors: trust and status
Trust in advisors, confidence in security, and the prestige of a tailored wealth relationship drive loyalty among affluent clients; younger users value brand alignment with modern digital life.
What customers value most
Across segments, customers value integrated phygital experiences that deliver fast decisions, personalized advice, and secure digital tools-outcomes that reduce friction and protect assets.
Loyalty and repeat demand drivers
Relationship managers, bundled product discounts, and seamless digital-onboarding support retention; timely credit availability and cash-management reliability encourage repeat business.
Why these jobs matter strategically
Focusing on capital access, wealth advice, and digital convenience aligns with Old National Bank customer segmentation to protect fee income, drive deposit growth, and raise cross-sell rates across demographics.
The clearest jobs are fast, local credit and treasury for businesses; personalized, preservation-focused advice for affluent clients; and digital-first tools and learning for the emerging affluent.
Key jobs and buying drivers that shape demand
Customer demand is anchored in phygital delivery: digital speed plus human expertise, which determines retention and share-of-wallet across Old National Bank target market segments.
- Fast, local credit and treasury solutions for commercial clients
- Speed, reliability, and local decision-making as top practical drivers
- Trust and personalized status signaling for mass-affluent and HNW clients
- These jobs preserve fee income, boost deposits, and enable targeted cross-sell
Business Case History of Old National Bank Company
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Where Are the Best Demand Pockets for Old National Bank?
Old National Bank's best demand pockets are in Midwestern metro clusters-Chicago, Indianapolis, and the Twin Cities-and in expanding Southeast corridors around Nashville and Knoxville, driven by commercial lending demand and retail deposit growth after 2025 partnerships.
Primary Midwestern Urban Cluster: Twin Cities and Chicago
Demand is strongest in Minneapolis/St. Paul and Chicago where Old National Bank market segmentation targets commercial healthcare, manufacturing, and high-deposit retail customers; the 2025 Bremer Bank partnership made Old National Bancorp the third-largest by deposits in the Twin Cities market, boosting deposit capture and complex relationship sales via branch and treasury services.
Secondary Southeast Corridors: Tennessee and North Carolina
Expansion through the CapStar partnership unlocked demand in Nashville, Knoxville, and Chattanooga; Old National Bank target market efforts focus on small business banking, commercial real estate, and middle-market lending in these fast-growing metro corridors where regional GDP and job growth outpace national averages in 2025.
Where Old National Bank Is Strongest: Healthcare, Agribusiness, Manufacturing
Sector-specific demand is concentrated in healthcare systems, agribusiness, and manufacturing-reflecting Midwest industrial strengths-where Old National Bank customer segmentation prioritizes relationship banking, equipment financing, and working-capital lines; omnichannel reach of >250 branches supports complex sales and cross-sell.
Fastest Growing Pocket in 2025-2026: Digital Retail and Small Business in Metro Suburbs
Digital adoption rose in 2025 with over 72 percent of retail customers using digital platforms; behavioral segmentation and analytics show fastest growth among suburban millennials and small businesses seeking online lending and treasury services-driving digital-first product targeting and personalized cross-sell campaigns.
See strategic implications and operating model details in the Operating Model of Old National Bank Company
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What Does Old National Bank's Customer Base Reveal About Strategic Fit and Expansion?
Old National Bank's customer mix shows a resilient strategic fit: a low-cost deposit base and mid-market focus enable margin strength and regional expansion headroom, while customer depth supports cross-sell and retention into 2026.
Strategic Fit with the Core Customer
Old National Bank market segmentation centers on mid-market commercial clients and mass-affluent retail households, which aligns with its granular, low-cost deposit franchise-deposit costs fell to 180 basis points by late 2025-supporting a Net Interest Margin of 3.65 percent. This customer segmentation strategy reduces reliance on volatile wholesale funding and creates a durable pricing advantage versus smaller community banks and national lenders.
Expansion into Adjacent Segments
Geographic segmentation Old National Bank shows targeted expansion into the Southeast and Upper Midwest to diversify regional economic risk. The bank's business banking target segments remain mid-market commercial borrowers-total loans reached 48.8 billion dollars in late 2025-while wealth management AUM of 37 billion dollars supports moves into emerging affluent wealth-advisory services.
Retention and Customer Depth
Behavioral segmentation Old National Bank and demographic segmentation Old National Bank indicate strong account depth: commercial relationships are multi-product, and affluent retail clients yield recurring fee income from wealth and treasury services. Adjusted efficiency ratio hit 48.1 percent in 3Q25, implying effective cross-sell and cost discipline that support retention and deeper wallet share.
Overall Customer-Base Judgment
Old National Bank customer segmentation demonstrates a strategic fit for sustainable margin and scalable growth: a low-cost deposit base, strong commercial loan exposure, and sizable wealth AUM create cross-sell runway and expansion headroom into adjacent markets and the emerging affluent cohort. See Strategic Principles of Old National Bank Company for context on segmentation strategy and execution: Strategic Principles of Old National Bank Company
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Frequently Asked Questions
Old National Bank targets mid-market and SME commercial clients with revenues of 10 million to 500 million dollars and 2 million to 50 million dollars, plus mass-affluent households earning over 100,000 dollars ages 35-65 and emerging affluent ages 25-40. Commercial loans exceed 70 percent of the portfolio in 2025, driving primary revenue while consumers support deposits and fees.
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