How Can Old National Bank Company Grow Through Products and Customers?

How can Old National Bancorp win mid – market clients with expanded treasury and advisory products?

Old National Bancorp's shift to integrated treasury and wealth services targets mid – market demand, backed by 2025 fee income growth and regional deposit strength. This product push could lift fee margins and deepen client relationships.

Focus on bundled cash management and advisory to convert commercial clients; monitor retention and cross – sell metrics for early signs of scalable growth. See the Old National Bank Business Model Canvas.

The next customer and product expansion for Old National Bancorp is most credible in the Nashville/Southeast corridor and in specialized commercial verticals-Healthcare, Life Sciences, and Renewable Energy-where mid – market credits ($10m-$50m) and deposit capture can drive scalable growth.

Nashville and Southeast as the Core Growth Corridor

Nashville MSA, after the CapStar Financial integration, produced outsized originations in 2025 and is projected to support 4%-6% annual organic loan growth. Population and corporate relocations into the region create steady demand for commercial real estate, middle – market lending, and deposit growth.

Adjacency Expansion into Healthcare, Life Sciences, Renewable Energy

Targeting Healthcare, Life Sciences, and Renewable Energy finance leverages Old National Bancorp's mid – market expertise to win credits in the $10m-$50m range that larger money – center banks often skip. These verticals also offer fee income from advisory, tax equity, and project finance structures.

Product Upside: Middle – Market Commercial Finance and Specialized Treasury

Expanding middle – market term loans, equipment finance, and tailored treasury services can lift net interest income and noninterest fees; cross – selling working capital and merchant services can increase customer share of wallet by an estimated 10%-15% per client cohort.

Most Credible Growth Driver in 2025/2026: Regional Market Density + Sector Focus

Combining deeper branch/relationship density in Nashville with sector specialists for Healthcare, Life Sciences, and Renewable Energy is the most realistic driver for 2025-2026 growth. This approach supports loan growth, deposit gathering, and higher fee generation without competing head – on with money – center banks.

See a recent profile for strategic context here: Brand Story of Old National Bank Company

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Old National Bancorp is scaling its 1834 wealth brand, rolling out an upgraded digital treasury suite for commercial clients, and expanding SBA lending to convert early-stage borrowers into full-service commercial relationships. These moves aim to raise products per household and boost non-interest income across its footprint.

Expansion priorities: deepen share inside footprint

Focus stays on Midwest and adjacent metro markets, cross-selling wealth and treasury to existing retail and small business customers to lift wallet share and increase deposits and loans at Old National Bank.

Product or service innovation: wealth and treasury packs

Scaling the 1834 wealth management platform now overseeing 32 billion dollars AUM (early 2026) and launching bundled treasury-management products to improve cross-selling and non-interest income.

Technology or capability build-out: digital treasury and automation

Deploying an upgraded digital treasury management suite that automates high-volume transactions, reduces friction for complex corporate clients, and raises commercial deposit stickiness-key to digital banking transformation and bank product development.

Partnerships or acquisitions: targeted alliances

Pursuing fintech partnerships and selective acquisitions to accelerate treasury features and data-driven personalization, supporting customer acquisition banking and mobile banking improvements to grow market share.

Investment and execution: capital and rollout plan

Prioritizing spend on 1834 AUM growth, treasury platform engineering, and SBA lending origination teams with phased rollouts through 2026; measurable KPIs include products per household and non-interest income growth rates.

The most important growth bet: wealth-led cross-sell

The primary bet is scaling 1834 wealth to convert deposit and loan clients into advisory relationships-this single move targets higher fee income and improves retention, a direct path to increasing products per customer.

For tactics on customer acquisition and cross-selling, see Customer Acquisition of Old National Bank Company

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The biggest threat is deposit beta pressure: if Old National Bancorp cannot offer competitive deposit rates without compressing its Net Interest Margin, customer demand for its deposit and loan products will shift to higher-yield alternatives or digital competitors, weakening product-market fit.

Demand headwinds from regional economic slowdown

Slower Midwest manufacturing activity or a CRE correction would directly reduce loan originations and commercial deposit balances, limiting Old National Bank growth and retail banking expansion in core markets. A 2025 Midwest manufacturing output decline of just a few percent can cut small business lending demand materially.

Competition and pricing pressure from digital and high-yield substitutes

National banks, digital-only challengers, and money market funds offering higher yields exert pricing pressure on deposit products; Old National Bancorp's Net Interest Margin was around 3.30 percent in late 2025, so inability to manage deposit beta could force higher funding costs or customer outflows.

Execution and investment risk from scaling relationship banking

As Old National Bank scales, maintaining high-touch, relationship-based service becomes costlier; misallocated capital to digital transformation or poor rollout of the digital product roadmap for Old National Bank could create execution fatigue and reduce cross-selling effectiveness and customer acquisition banking metrics.

Main risk: erosion of customer loyalty from perceived automation

If customers perceive a shift toward impersonal, automated service, core retail and small business retention could fall, hurting deposit growth and small business lending growth strategies for Old National Bank; see related analysis in Customer Profile of Old National Bank Company.

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Old National Bancorp's customer-led growth looks strong and convincing through H1 2026, driven by cross-sell momentum and urban market focus; execution and product diversification support a resilient outlook despite regional volatility.

Customer-led growth is tangible, product-rich, and execution-driven

Old National Bancorp's growth is powered by high-quality earnings from wealth and insurance cross-sales, stable efficiency metrics despite tech investment, and diversified demand from targeted urban hubs.

• Cross-sell strength: wealth and insurance revenue lifted non-interest income to near 28% of total revenue in H1 2026, showing effective bank product development and cross-selling techniques for Old National Bank customers.
• Strategic build-out: focused expansion in Nashville, Chicago, and Indianapolis plus investments in digital banking transformation and a digital product roadmap for Old National Bank underpin customer acquisition banking and retail banking expansion.
• Main downside risk: regional economic volatility and CRE (commercial real estate) sensitivity in Midwest markets could pressure loan performance and deposit growth, affecting increasing deposits and loans at Old National Bank.
• Overall 2025/2026 judgment: transitioning to a mid-cap leader with low-50s efficiency ratio stability despite significant technology spend, signaling disciplined cost execution and durable customer acquisition strategies for regional banks.

Execution detail: H1 2026 results show fee income diversification-wealth, insurance, and treasury services-helping core net interest margin remain resilient while non-interest revenue share rose to ~28%. The bank reports an efficiency ratio stabilized in the low 50s, reflecting disciplined expense control despite higher tech capitalized spend for mobile banking improvements to grow Old National Bank market share.

Customer-product linkage: Old National Bancorp consistently cross-sells wealth management services expansion and commercial insurance to its commercial loan base, translating to higher fee per relationship and improved customer retention at Old National Bank; targeted marketing campaigns for Old National Bank customer segments and partnership pilots with fintechs support a richer product suite.

Portfolio and market positioning: concentration in high-growth urban hubs diversifies demand; small business lending growth strategies for Old National Bank and branch network optimization to increase Old National Bank customers are in play. Measured M&A and selective geographic densification could accelerate growth strategies for Old National Bank company without diluting credit quality.

Quantified view: assuming continued cross-sell traction and stable regional economies, non-interest revenue could sustain near 28% of total revenue and efficiency remain low-50s for full-year 2026, supporting a premium re-rating versus regional peers if loan growth and deposit trends stay positive.

For specific customer-choice drivers and how product mix informs retention and acquisition, see Why Customers Choose Old National Bank Company

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