Old National Bank Bundle
How has Old National Bank reshaped its customer base since the 2022 merger?
The 2022 merger with First Midwest transformed Old National into a top-35 U.S. bank, expanding reach across Midwest metros and boosting assets to about $54 billion by 2025. The bank now targets higher-earning professionals and mid-market commercial clients while keeping local service models.
Old National focuses on four core segments: small-business owners in secondary markets, mid-market commercial firms, urban tech-savvy millennials, and high-net-worth individuals needing wealth management. Geographic strength centers on Chicago, Indianapolis, Minneapolis, and surrounding Midwest regions.
See product analysis: Old National Bank Porter's Five Forces Analysis
Who Are Old National Bank’s Main Customers?
Old National Bank's primary customer segments split between B2B middle-market and small commercial clients and a B2C mass-affluent retail base, with commercial loans accounting for over 70% of total loans in 2025 and Wealth Management overseeing approximately $30 billion in AUM.
Commercial / B2B Focus
Middle-market companies (annual revenues $10M–$500M), small businesses and CRE developers drive the B2B book, requiring treasury services, equipment finance and capital markets access.
Industry Verticals
Concentration in healthcare, agribusiness and manufacturing reflects Midwestern market strengths and supports specialized lending and advisory products.
Retail / Mass Affluent
Targets individuals aged 35–65 with household incomes >$100,000 who seek wealth planning, investment and higher‑value deposit and mortgage solutions.
Emerging Affluent Strategy
Digital-first offerings and tailored mortgage products pursue the 25–40 emerging affluent cohort while retaining a legacy 55+ customer base.
See a concise institutional overview and historical context in the Brief History of Old National Bank
Key customer profile metrics (2025)
Data-driven segmentation highlights commercial loan dominance and wealth management scale as core growth levers.
- Commercial lending: over 70% of total loan portfolio
- Wealth AUM: approximately $30 billion
- Retail target income: households >$100,000 (mass affluent)
- Primary B2B revenue band: $10M–$500M (middle-market)
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What Do Old National Bank’s Customers Want?
Old National Bank customers expect a 'phygital' experience combining advanced digital tools with expert human advice; commercial clients prioritize capital access, liquidity and ACH plus strong cybersecurity, while retail and wealth clients seek long‑term security, personalized ESG and alternative‑asset strategies.
Phygital experience
Clients demand seamless omnichannel journeys that connect app interactions with in‑branch experts briefed on customer data.
Commercial priorities
Business customers prioritize access to capital, efficient liquidity management and reliable ACH services to streamline operations.
Relationship banking
B2B clients show a strong preference for a dedicated relationship manager who understands industry cycles rather than rotating call‑center agents.
Wealth and security
Retail and wealth clients focus on financial security and preservation, favoring personalized investment plans with ESG and alternative assets.
AI-driven advice
Old National embeds AI insights in mobile apps to surface savings opportunities, debt consolidation suggestions, and retirement planning prompts.
Friction points
Key pain points addressed include complex retirement planning and mortgage application friction; reducing these improves loyalty and retention.
Customer needs reflect regional and segment patterns: commercial lending demand rose in 2024–2025 amid higher working‑capital needs, while retail interest in ESG portfolios grew; see company culture context in Mission, Vision & Core Values of Old National Bank.
Key service implications
Bank strategies map to distinct Old National Bank customer profile expectations and market segmentation across retail, wealth and commercial clients.
- Invest in secure, scalable digital platforms and ACH automation to serve ONB target audience needs.
- Maintain dedicated relationship managers for commercial accounts to defend share versus neo‑banks.
- Expand AI tools offering proactive, personalized financial advice to improve retention among checking and wealth clients.
- Offer ESG and alternative‑asset solutions as part of wealth management to meet 2025 client preferences.
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Where does Old National Bank operate?
Old National Bancorp concentrates its geographic market presence across the 'Power of the Midwest,' with primary operations in Indiana, Illinois, Kentucky, Michigan, Minnesota, and Wisconsin, and targeted expansion into high-growth Southeast corridors.
Core Midwest Footprint
Old National Bank demographics show strongest concentrations in Indiana markets — notably Indianapolis and Evansville — where retail deposits and branch density drive market share.
Chicago Commercial Hub
Following the First Midwest integration, the Chicago metro represents the largest concentration of commercial assets and growth potential for commercial lending and CRE exposure.
Twin Cities & Milwaukee
The bank targets Minneapolis–St. Paul and Milwaukee for wealth management and corporate banking, leveraging dense professional talent pools and headquarters presence.
Southeast Expansion
Strategic moves include a specialty lending office in Nashville to capture Midwestern firms migrating to the Sunbelt and diversify geographic risk.
Regional strategies reflect distinct economic drivers: Chicago emphasizes commercial real estate and industrial services, Minnesota shows higher demand for wealth management and healthcare banking, and Indiana remains retail-branch centric; Old National's decentralized regional CEO model adjusts lending and community engagement to local market conditions, supporting targeted customer segmentation and the ONB target audience.
Market Share Highlights
As of 2025, the bank reports top market shares in Indianapolis and Evansville, with commercial asset concentration highest in the Chicago MSA.
Service Demand Variance
Minnesota shows stronger demand for wealth and healthcare-related banking; Chicago drives CRE and corporate services demand.
Decentralized Leadership
Regional CEOs have autonomy to tailor products and lending to local economic conditions, supporting effective market segmentation.
Geographic Diversification
Expansion into Nashville and continued Midwest focus reduce exposure to isolated regional downturns and broaden the Old National Bank customer base.
Corporate & Talent Pools
Twin Cities and Milwaukee were selected for high concentrations of corporate headquarters and skilled workforce, enhancing commercial and wealth client acquisition.
Competitive Context
For strategic comparisons and market positioning, see Competitors Landscape of Old National Bank which contextualizes ONB market segmentation and customer profile metrics.
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How Does Old National Bank Win & Keep Customers?
Old National Bank drives acquisition in 2025 through data-driven digital marketing, CRM-powered lookalike modeling, LinkedIn SEM for business decision-makers, and community-ambassador networking; retention relies on cross-selling, the 'ONB Way' service culture, predictive analytics for churn, and a tiered loyalty program that deepens relationships.
Data-Driven Acquisition
Advanced CRM and lookalike profiling target prospects similar to top commercial clients, prioritizing digital channels and SEM to expand the Old National Bank customer base.
LinkedIn & SEM Focus
Paid search and LinkedIn campaigns concentrate on ONB target audience segments, especially business owners and financial decision-makers in the Midwest.
Community-Ambassador Model
Local bankers hold civic leadership roles to reinforce regional banking customer profiles and generate referrals from community networks.
Referral Incentives
Commercial clients are incentivised to introduce the bank to supply-chain partners, bolstering Old National Bank target market penetration for commercial lending.
Cross-Sell & Product Depth
Clients with four or more products are 80 percent less likely to churn; ONB focuses on bundling wealth management and insurance with commercial loans to increase stickiness.
Tiered Loyalty Initiative
2025 loyalty tiers offer benefits like reduced wire fees and preferential mortgage rates tied to relationship depth, improving retention among mortgage and high-balance checking account holders.
Predictive Churn Analytics
Transaction-pattern monitoring flags at-risk customers; relationship managers deploy personalized retention offers, supporting a customer retention rate above the industry average of 85 percent.
Relationship Manager Outreach
Proactive, personalized outreach to flagged clients prioritizes cross-sell solutions and fee concessions to prevent attrition among mid-market and small business customers.
Market Segmentation
Segmentation emphasizes Midwest retail banking customers, commercial lending prospects, and wealth-management clients by age, income, and geography to optimize acquisition spend.
Measurement & KPIs
Key metrics include customer lifetime value, product-per-customer, referral-originated loans, and churn probability; these guide budget allocation between digital SEM and local outreach.
Operational Best Practices
Integration of CRM, analytics, and frontline incentives aligns acquisition and retention efforts; strategic content links support deeper market understanding.
- Use CRM lookalike models to expand Old National Bank customer profile
- Prioritize SEM and LinkedIn for ONB target audience acquisition
- Leverage community-ambassador referrals for regional trust
- Deploy predictive analytics to reduce churn and increase product depth
Growth Strategy of Old National Bank
Old National Bank Porter's Five Forces Analysis
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- What is Brief History of Old National Bank Company?
- What is Competitive Landscape of Old National Bank Company?
- What is Growth Strategy and Future Prospects of Old National Bank Company?
- How Does Old National Bank Company Work?
- What is Sales and Marketing Strategy of Old National Bank Company?
- What are Mission Vision & Core Values of Old National Bank Company?
- Who Owns Old National Bank Company?
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