F.N.B. Marketing Mix

F.N.B.'s wealth management solutions are a cornerstone of their product offering, encompassing a broad spectrum of services. These include sophisticated investment products, detailed financial planning, and robust trust services, all aimed at helping clients achieve their long-term financial objectives. In 2024, F.N.B. reported a significant increase in assets under management for its wealth division, reflecting client confidence in its ability to manage and grow substantial portfolios.

The core purpose of these wealth management offerings is to facilitate wealth growth, preservation, and intergenerational transfer. This means F.N.B. advisors focus on creating strategies that not only build wealth but also ensure its security and smooth transition to future generations. For instance, their trust services are particularly vital for clients looking to establish legacy plans, a service that saw a 15% uptick in inquiries during the first half of 2025.

What sets F.N.B. apart is the personalized approach taken by their expert advisors. They collaborate closely with clients to develop tailored strategies that are meticulously aligned with individual financial goals and specific risk tolerances. This bespoke service model is crucial in the complex world of wealth management, ensuring that each client's unique circumstances are addressed. This client-centric model contributed to F.N.B. retaining over 95% of its wealth management clients in the past year.

F.N.B.'s product strategy is anchored in a diverse and customer-centric approach, offering everything from fundamental banking services to specialized wealth management and insurance solutions. This comprehensive suite aims to cater to a wide range of financial needs for both individuals and businesses. The bank's commitment to digital innovation is evident, with a strong emphasis on user-friendly mobile and online platforms that facilitate seamless transactions and financial management, driving significant customer engagement. By integrating these varied financial tools and services, F.N.B. positions itself as a holistic financial partner.

F.N.B. boasts an extensive ATM network, a crucial component of its marketing mix that reinforces both its physical and digital accessibility. These machines provide 24/7 convenience for essential banking tasks like cash withdrawals and deposits. As of early 2024, F.N.B. operated over 3,000 ATMs across its service regions, facilitating millions of transactions monthly and underscoring its commitment to customer convenience.

F.N.B.'s place strategy is multifaceted, combining a robust physical branch network with advanced digital platforms and extensive ATM access. This integrated approach ensures customers can engage with the bank through their preferred channel, whether it's a face-to-face interaction at one of its over 350 Mid-Atlantic and Southeast branches as of early 2024, or a transaction via its user-friendly mobile app.

The strategic placement of branches fosters community ties, while digital channels, used for over 70% of transactions in 2024, provide 24/7 convenience. Complementing this, F.N.B.'s network of over 3,000 ATMs nationwide offers essential cash services, reinforcing accessibility and customer convenience across its diverse service areas.

F.N.B. demonstrates a commitment to community engagement through strategic sponsorships. In 2023, F.N.B. invested over $15 million in community initiatives, supporting local events, charitable organizations, and economic development projects across its operating footprint. This proactive approach not only strengthens the bank's reputation as a responsible corporate citizen but also cultivates deep-rooted relationships within these communities.

These sponsorships are designed to organically weave the F.N.B. brand into the daily lives of its customers and the broader community. By supporting local causes, F.N.B. fosters goodwill and enhances its brand perception, making it a more trusted and valued financial partner. For instance, F.N.B.'s sponsorship of the Pittsburgh Marathon in 2024, which saw over 25,000 participants, provided significant visibility and positive brand association.

F.N.B. employs a multi-faceted promotion strategy, blending digital reach with traditional methods and direct engagement. Their approach aims to build brand awareness, drive customer acquisition, and foster loyalty across diverse customer segments. This integrated strategy ensures consistent messaging and broad market penetration.

In 2024, F.N.B. saw a 20% conversion rate improvement on leads generated through search engine marketing, highlighting the effectiveness of their digital outreach. Simultaneously, their continued investment in local radio and print media in 2025 reinforces their commitment to community presence, complementing their digital advertising efforts.

Community sponsorships, such as the Pittsburgh Marathon in 2024, provide significant brand visibility and positive association, with over 25,000 participants. Direct marketing, including personalized email campaigns, yielded a 7% uplift in new product sign-ups in the first half of 2024, demonstrating its impact on customer engagement and growth.

Public relations efforts, like highlighting a Q1 2024 net income of $180.5 million, build credibility and reinforce F.N.B.'s image as a reliable financial institution. These promotional activities collectively support F.N.B.'s objective of being a trusted financial partner.

F.N.B. offers flexible fee structures for its wealth management services, often including a percentage of assets under management (AUM), which can range from 0.5% to 1.5% depending on the portfolio size and complexity. This model directly links advisor compensation to the growth and value of client assets, promoting a partnership approach.

In addition to AUM fees, F.N.B. may utilize commission-based structures for specific financial products, such as mutual funds or annuities, where the fee is earned upon the sale of the product. For standalone financial planning or specialized advice, flat fees are also an option, providing clients with predictable costs for targeted guidance.

Transparency is paramount in F.N.B.'s fee disclosures, ensuring clients fully understand how their advisors are compensated. This clarity builds trust and allows clients to assess the value received against the costs incurred, a critical factor in client retention and satisfaction within the competitive wealth management landscape.

F.N.B.'s pricing strategy for its loan products is designed to be competitive, with rates often mirroring or slightly adjusting based on the Federal Reserve's benchmark. For example, in early 2024, prime rates for variable loans were around 8.50%, with specific product rates like 30-year fixed mortgages in mid-2024 ranging from 6.5% to 7.5%, contingent on creditworthiness and market conditions.

The bank also structures service fees, such as monthly maintenance fees for checking accounts, which are often waived with minimum balance requirements, a tactic to foster loyalty and deposit growth. Overdraft and transaction fees also contribute to revenue, with average monthly maintenance fees in 2024 kept below the industry norm of $5-$10 to attract a wider customer base.

For wealth management, F.N.B. uses a percentage of assets under management (AUM) fee structure, typically between 0.5% and 1.5%, aligning advisor compensation with client asset growth. This is supplemented by commission-based sales for products like mutual funds and optional flat fees for specific financial planning services, all disclosed transparently to clients.

F.N.B. actively attracts depositors by offering competitive interest rates on savings accounts, money market accounts, and CDs. In late 2024, with high-yield savings accounts nationally averaging around 4.35% APY and some online banks exceeding 5.00% APY, F.N.B. ensures its rates are competitive to retain and attract customers.