Who are Old National Bancorp's core customers among commercial and affluent retail segments?
Old National Bancorp targets regional middle-market businesses and affluent retail clients, driving its $54,000,000,000 asset base in early 2026. This matters because relationship-heavy deposit pricing helped keep funding costs below national peers in 2025, supporting a low-50s efficiency ratio.
Focus on lending needs of middle-market firms and wealth management for high-net-worth households; cross-sell and local service lower deposit costs – see Old National Bank BCG Matrix Analysis.
Who Is Old National Bank Trying to Win?
Old National Bancorp targets middle-market and SME firms with revenues of $10 million – $500 million, mass-affluent retail households with multi-product relationships, and high-net-worth wealth management clients.
Main commercial customer: Middle Market & SME
Old National Bank target customers focus on Middle Market and small-to-medium enterprise (SME) firms that drive loan growth in commercial and industrial (C&I) and commercial real estate (CRE) lending; this segment accounted for the majority of loan originations in 2025 commercial portfolios.
Secondary: Wealth management and private banking
Old National Bank wealth management customers include high-net-worth individuals and institutional trust clients; asset-management and fee income from this group rose in 2025, supporting diversified noninterest revenue.
Customer type and market role: Mixed business and consumer focus
Old National Bank customer segments span businesses (C&I, CRE, SBA lending) and consumers (mass-affluent retail for mortgages, lines of credit, investment accounts), giving a mixed commercial-plus-retail franchise across the Midwest.
Most important segment by revenue and strategic value
The Middle Market/SME commercial portfolio is the strategic engine for loan growth and interest income; in 2025 commercial loans represented a material share of total loans and were key to net interest margin performance across Indiana, Ohio, Illinois, Kentucky, and Michigan. See company context in History and Background of Old National Bank Company
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What Do Old National Bank's Customers Care About Most?
Old National Bank target customers want local decision-making, fast execution, and a mix of strong digital tools plus dedicated advisory contact; commercial borrowers need regional credit authority, while retail and wealth clients seek tech-enabled treasury and estate solutions with a named relationship manager.
Local authority and certainty of execution
Commercial borrowers in the Midwest and Southeast prioritize quick credit decisions from regional presidents who can structure complex facilities on-site, reducing delay and counterparty risk for projects and working-capital lines.
Practical buying drivers: speed, clarity, cost
Clients choose Old National Bank customer segments for predictable pricing, local underwriting speed, and streamlined documentation that lowers transaction friction for SBA, commercial real-estate, and mid-market working capital loans.
Emotional or aspirational appeal: trusted local partner
Business owners and affluent families value a bank that signals regional roots and stewardship – trust and continuity matter for succession planning, agricultural lending, and community reputation.
What customers value most: integrated tech plus human touch
Retail banking clients and wealth management customers want reliable digital platforms for payments, treasury, and portfolio access combined with a dedicated advisor for cash-flow forecasting, estate planning, and tax-aware investment choices.
Loyalty or repeat demand drivers
Repeat usage is driven by consistent execution on loan covenants, responsiveness from regional credit officers, integrated treasury services that reduce operating costs, and personal relationships that survive management changes.
Why customers choose Old National Bank
Old National Bank target market wins when it pairs regional decision authority with digital convenience – this appeals to small business customers, retail banking clients, and wealth management customers across Indiana, Ohio, Illinois, Kentucky, and Michigan; see more on Ownership and Control of Old National Bank Company
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Where Is Demand Strongest for Old National Bank?
Old National Bancorp finds strongest demand in high-growth urban corridors – especially Nashville and Chicago – while its legacy Indiana and Kentucky footprint supplies steady deposits; sector demand peaks in healthcare, agribusiness, and specialized manufacturing where industry expertise wins share.
Main Market: Nashville and Chicago Corridors
The Nashville and Chicago metropolitan areas concentrate the most demand due to recent strategic integrations and the 2024-2025 expansion of the Nashville commercial hub, driving increased commercial lending and deposit flows from corporate and middle-market clients.
Secondary Markets: Legacy Midwest Footprint
Indiana and Kentucky remain stable sources of retail banking clients and deposit funding, supporting branch-level customer relationships and providing cross-sell opportunities into wealth management and small business banking.
Where Old National Bancorp Is Strongest
Old National Bancorp shows strength in commercial and middle-market lending within targeted verticals, capturing market share from larger banks by offering tailored solutions for healthcare systems, agribusiness operators, and specialized manufacturers across the Midwest and urban growth corridors.
Fastest-Growing Demand in 2025
Demand appears to be growing fastest in healthcare financing and agribusiness lending, plus supply-chain finance for specialized manufacturing; these verticals drove measurable loan growth in 2025 as Old National Bancorp targeted sector specialists to boost commercial loan balances and fee income (see related analysis How Old National Bank Company Works and Makes Money).
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How Does Old National Bank Keep Its Audience Growing?
Old National Bancorp grows its audience through disciplined acquisition, cross-selling treasury and wealth services to commercial borrowers, and a renewed 2025 digital platform that attracts younger owners while keeping branches in key wealth centers.
Expanding the Customer Base
Old National Bank target customers expand via targeted M&A and branch footprint optimization across Indiana, Ohio, Illinois, Kentucky, and Michigan, plus digital acquisition channels aimed at millennials and small business owners; cross-selling converts commercial loan prospects into treasury and wealth management clients.
Customer Retention Drivers
High service touch for commercial relationships keeps retention near 90 percent; integrated treasury, cash management, and relationship banking raise switching costs and sustain recurring fee income across Old National Bank customer segments.
Loyalty, Repeat Demand, and Customer Depth
Wealth management offerings and bundled commercial products deepen wallet share for Old National Bank wealth management customers and small business customers, driving repeat demand and higher deposit retention; affluent clients see tailored private banking services that increase product holdings per household.
Strongest Growth Lever in 2025/2026
Cross-selling to the existing commercial loan base is the primary growth lever – adding treasury and wealth services raises customer lifetime value and creates stickiness; management targets organic loan growth of 5 – 7 percent in 2026 as regional consolidation creates acquisition opportunities. Read more on the bank's strategic priorities in Mission, Vision, and Values of Old National Bank Company
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Frequently Asked Questions
Old National Bank targets middle-market and SME firms, mass-affluent retail households, and high-net-worth wealth clients. Its main commercial focus is Middle Market and small-to-medium enterprise businesses, while wealth management serves high-net-worth individuals and institutional trust clients. The bank also supports a mixed business-and-consumer franchise across the Midwest.
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