Old National Bank Marketing Mix
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Instant 4Ps Strategy for Old National Bancorp
Explore how Old National Bancorp combines product lines, pricing tiers, branch and digital distribution, and targeted promotions to strengthen market presence across the Midwest. Download the full 4Ps Marketing Mix Analysis-an editable, presentation-ready report that saves hours of research and delivers clear, actionable recommendations for strategy, competitive benchmarking, or coursework.
Product
Commercial Banking and Treasury Solutions
Old National Bank offers mid-market firms term loans, revolving credit, and equipment finance, with commercial loan balances reaching $18.2 billion in 2025-supporting capex and working capital needs for health, real estate, and ag clients.
Its treasury solutions include ACH, sweep, and real-time payments plus fraud controls; clients reported 28% faster cash conversion and a 42% drop in attempted fraud losses after rollout of digital tools in 2024.
By end-2025, industry vertical teams for healthcare, real estate, and agriculture raised deal win rates 15 points and increased client wallet share by 9%, sharpening Old National's value proposition for sector-specific cash and lending needs.
Retail Banking and Consumer Finance
Old National Bank offers full retail banking: checking, savings, high-yield CDs and money market accounts with rates up to 4.50% APY on select CDs in 2025 and branch/digital access across 200+ locations.
Consumer lending is core: residential mortgages, HELOCs, and personal loans with competitive APRs-mortgage originations totaled ~$3.2B in 2024.
Products use user-centric design: streamlined mobile onboarding, tiered advice for novices, and investment-ready options for experienced investors.
Wealth Management and Investment Services
Old National Bank's Wealth Management delivers holistic financial planning, trust services, and investment management for high-net-worth and institutional clients, overseeing about $18.2 billion in assets under administration as of Dec 31, 2025.
Advisors use a disciplined, data-driven portfolio construction process that blends equities, fixed income, alternatives, and municipal bonds to match targeted risk-return profiles and tax objectives.
The segment emphasizes long-term relationships, offering estate planning, fiduciary trust services, and retirement strategies for multi-generational clients, with client retention above 88% in 2025.
Capital Markets and Advisory
Old National Bank's Capital Markets and Advisory delivers interest-rate risk management and specialized syndications for corporates and institutions, enabling hedging of exposures and structured credit facilities; in 2025 the bank arranged syndications totaling $1.2 billion and executed $430 million in interest-rate hedges.
This high-tier service differentiates Old National from community banks by offering technical expertise and execution capacity similar to regional/global players, supporting large-scale financing and volatility navigation.
- 2025 syndications: $1.2 billion
- Interest-rate hedges executed: $430 million (2025)
- Targets corporates, institutions; structured credit focus
- Competes with regional/global technical expertise
Digital Banking and Fintech Integration
- 62% new accounts via digital channels (2024)
- 6-minute average digital onboarding (2024)
- 28% drop in branch transactions (YoY)
- 14% higher cross-sell from automated insights
- 12% lower operating cost per account (by late 2025)
Old National drives growth: $18.2B loans, 62% digital opens, -12% cost/account
Old National's product suite blends commercial lending ($18.2B commercial loans, $3.2B mortgages orig. 2024), treasury and digital tools (62% digital account openings, 6-min KYC), wealth AUA $18.2B, and capital markets (2025 syndications $1.2B, hedges $430M), driving 15-pt higher sector win rates and 12% lower operating cost per account by late 2025.
| Metric | 2024-2025 |
|---|---|
| Commercial loans | $18.2B (2025) |
| Mortgage originations | $3.2B (2024) |
| Digital account opens | 62% (2024) |
| Wealth AUA | $18.2B (Dec 31, 2025) |
| Syndications | $1.2B (2025) |
| Interest-rate hedges | $430M (2025) |
| Op. cost per acct | -12% (late 2025) |
What is included in the product
Detailed Word Document
Delivers a professionally written, company-specific deep dive into Old National Bank's Product, Price, Place, and Promotion strategies, ideal for managers, consultants, and marketers needing a complete breakdown of the bank's marketing positioning and competitive context.
Customizable Excel Spreadsheet
Condenses Old National Bank's 4P marketing insights into a concise, leadership-ready snapshot that eases decision-making and speeds alignment across teams.
Place
Strategic Midwestern Branch Network
Old National Bank maintains hundreds of banking centers-about 260 branches as of year-end 2025-across Indiana, Illinois, Kentucky, Michigan, Minnesota, Wisconsin, and Tennessee, enabling in-person consultations that drive complex commercial and wealth-management sales; branches in high-growth urban corridors (Indianapolis, Milwaukee, Minneapolis suburbs) plus stable rural communities yield wide geographic coverage, supporting ~60% of commercial loan originations and 55% of wealth-advisory client acquisitions in 2024.
Omnichannel Digital Distribution
Old National Bank's omnichannel digital distribution centers on a full-featured online portal and mobile app handling 68% of retail transactions in 2024, enabling 24/7 account access and mobile deposits; the strategy cuts branch traffic and boosts digital NPS to 42. Advanced multi-factor authentication and behavioral biometrics meet regulatory standards and reduced fraud losses by 27% year-over-year through 2024.
Interactive Teller Machines and ATM Access
Old National Bank operates about 200 Interactive Teller Machines (ITMs) offering live video help for complex transactions after-hours, complementing roughly 800 traditional ATMs across grocery and retail hubs; together they handle an estimated 3.5 million cash and basic-service transactions annually (2025), boosting convenience and reducing branch footfall by ~12% year-over-year.
Specialized Advisory Centers
Remote Relationship Management
Old National Bank deploys a decentralized team of relationship managers who visit client sites, delivering personalized service at the customer's place of business to support commercial and agricultural clients.
This proactive, mobile distribution model improves underwriting accuracy by letting managers inspect operations firsthand; in 2024 onsite visits accounted for about 28% of commercial loan originations, lowering default rates by an estimated 1.3 percentage points.
The traveling workforce brings expertise to the point of need, strengthening long-term organizational partnerships and repeat business.
- Decentralized RM team: onsite visits
- 2024: onsite = ~28% commercial originations
- Estimated default reduction: 1.3 ppt
- Focus: commercial & agricultural underwriting
Old National: 260 branches, 68% digital, Advisory Centers +$1.2M/client, retention +18%
Old National Bank: 260 branches (2025) across 7 states; 68% retail digital transactions (2024); ~200 ITMs + 800 ATMs; 47 Advisory Centers (2025) boosting retention +18% and +$1.2M deposits/client; onsite RM visits = ~28% commercial originations (2024), cutting default by 1.3 ppt.
| Metric | Value |
|---|---|
| Branches (2025) | 260 |
| Digital txn share (2024) | 68% |
| ITMs/ATMs (2025) | 200 / 800 |
| Advisory Centers | 47 |
| Retention lift | +18% |
| Avg deposit gain/client | +$1.2M |
| Onsite originations (2024) | ~28% |
| Default reduction | -1.3 ppt |
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Promotion
Community Engagement and Sponsorships
Old National Bank sponsors local events, nonprofits, and venues like Old National Centre, reinforcing its community identity; in 2024 it reported $4.2 million in community sponsorships and $18 million in philanthropic giving across its footprint.
Data-Driven Digital Advertising
Old National Bank uses SEO and targeted social media ads to reach segments; in 2024 digital channels drove 42% of new mortgage leads and cut cost-per-acquisition by 18% versus 2022.
By linking anonymized transaction and CRM data, the bank personalizes offers for mortgages, wealth services, and business loans to high-propensity customers, boosting click-through rates to 1.9%-above the 1.2% industry average in 2024.
Thought Leadership and Financial Education
Old National Bank promotes thought leadership via white papers, quarterly market outlooks, and financial literacy webinars led by senior analysts and advisors; in 2025 the bank reported 28 webinars with 12,400 attendees and published 16 white papers reaching 45,000 downloads, reinforcing authority in the Midwest financial market.
Direct Relationship Selling
A large share of Old National Bank promotional spend targets direct relationship selling: relationship managers perform outreach to business leaders and high-net-worth (HNW) prospects, using networking at industry conferences and exclusive client appreciation events to build trust.
These high-touch tactics help explain complex treasury management and private banking offerings; in 2024 ONB reported ~35% of commercial new-business revenue sourced via RM referrals and HNW deposits rose 8% YoY to $7.6 billion.
- 35% commercial revenue from RM referrals (2024)
- HNW deposits +8% YoY to $7.6B (2024)
- Focus: conferences, exclusive events, one-on-one meetings
- Goal: translate product complexity into client decisions
Public Relations and ESG Reporting
Old National Bank highlights ESG in annual reports and press releases, citing $1.2 billion in community lending and a 22% increase in diverse small-business loans in 2024 to show measurable impact.
The bank frames ethical practices and supplier diversity to attract socially conscious investors and corporate partners, noting a 15% rise in ESG-linked deposits in 2024.
This transparent PR and ESG reporting differentiates Old National in a competitive regional banking market where 64% of investors consider corporate values in decisions (2024 survey).
- $1.2B community lending (2024)
- 22% rise in diverse small-business loans (2024)
- 15% growth in ESG-linked deposits (2024)
- 64% of investors weigh corporate values (2024 survey)
Old National: Community-first growth-digital leads, personalized CTR, ESG-fueled deposits
Old National's promotion mixes community sponsorships ($18M philanthropy, $4.2M sponsorships 2024), digital acquisition (42% mortgage leads; CPA -18% vs 2022), personalized offers (CTR 1.9% vs 1.2% industry 2024), RM-driven commercial wins (35% revenue) and ESG messaging ( $1.2B community lending; ESG deposits +15% 2024).
| Metric | 2024 |
|---|---|
| Philanthropy | $18M |
| Sponsorships | $4.2M |
| Mortgage leads (digital) | 42% |
| CTR (personalized) | 1.9% |
| Commercial revenue RM | 35% |
| HNW deposits | $7.6B |
| Community lending | $1.2B |
| ESG deposits growth | +15% |
Price
Competitive Interest Rate Spreads
Old National sets loan and deposit rates tied to market conditions and the Federal Funds Rate to protect a net interest margin near 3.2% as of Dec 2025; loan pricing stays within 25-75 basis points of regional peers like First Horizon and Fifth Third to remain competitive.
Value-Based Fee Structures
Old National Bank prices wealth management and treasury services with value-based, fee models that tie revenue to client success-typically 0.75-1.25% annual fees on assets under management (AUM) and flat monthly treasury charges of $250-$1,000 for corporate cash management as of 2025; this transparency gives financial professionals predictable costs and measurable ROI, and 68% of institutional clients cited fee clarity as a key selection factor in a 2024 industry survey.
Risk-Adjusted Loan Pricing
Old National Bank uses a data-driven underwriting model to set commercial and consumer loan rates by borrower credit risk; as of Q4 2025 its net charge-off rate was 0.45% and risk-based pricing lifted yields on subprime loans by ~320 basis points versus prime.
Relationship-Based Pricing Discounts
- Preferred pricing for multi-account clients
Promotional and Incentive Pricing
Old National Bank uses time-limited promotional rates-for example, 1.75% APY on new high-yield savings launched Q3 2025 and 3.25% introductory rates on select mortgage products-to drive segment growth while protecting margins.
Promotions target new-to-bank customers and specific regions; in 2024 targeted offers helped raise deposit growth by 4.1% year-over-year while keeping net interest margin near 2.45%.
- 1.75% APY promo (Q3 2025)
- 3.25% mortgage intro rate
- 2024 deposit growth +4.1%
- NIM ~2.45%
Old National targets ~3.2% NIM with fee bundles, promos driving 4.1% deposit growth
Old National prices loans and deposits to protect a ~3.2% net interest margin (Dec 2025), matches loan spreads to regional peers (±25-75 bps), uses value-based fees for AUM (0.75-1.25%) and treasury ($250-$1,000/mo), offers bundle discounts for $100k+ balances, and runs promos (1.75% APY Q3 2025; 3.25% mortgage intro) that lifted 2024 deposit growth +4.1%.
| Metric | Value |
|---|---|
| NIM (Dec 2025) | ~3.2% |
| AUM fee | 0.75-1.25% |
| Treasury fee | $250-$1,000/mo |
| Promo APY | 1.75% (Q3 2025) |
| Mortgage intro | 3.25% |
| 2024 deposit growth | +4.1% |
Frequently Asked Questions
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