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This Old National Bancorp 4P's Marketing Mix Analysis explains the company’s Product, Price, Place, and Promotion strategy and shows how these elements support positioning and sales. The page includes a real preview/sample of the report so you can review style and content before buying; purchase the full version to get the complete ready-to-use analysis.
Product
Deposit accounts
Old National Bancorp sells six core deposit types: non-interest-bearing demand deposits, interest-bearing checking, NOW, savings, money market, and time deposits. This mix supports everyday banking, liquidity, and cash management for consumer and business clients. In 2025, deposits remained the bank's main low-cost funding base and a key driver of net interest income.
Consumer and commercial lending
Consumer and commercial lending is a core product pillar for Old National Bancorp, spanning 7 key loan types: home equity lines of credit, residential mortgages, personal loans, commercial financing, commercial property loans, letters of credit, and lease financing.
This broad mix serves both households and businesses, so the company can support everyday borrowing and larger capital needs in one platform.
That breadth matters in a lending market where balance-sheet income is tied to loan growth, credit quality, and fee-linked products like letters of credit.
Digital, mobile, and card access
Old National Bancorp uses digital and mobile banking to let clients check balances, move money, and pay bills without visiting a branch. Its 24/7 access fits customers who want speed and control.
The bank also issues debit cards and ATM cards and offers telephone access for account service and transactions. That mix gives customers multiple ways to bank, even when they are away from a branch.
In 2025, this kind of remote access matters because customers now expect banking to work anytime and anywhere. For Old National Bancorp, it supports convenience and keeps everyday transactions in-house.
Wealth and advisory services
Old National Bancorp uses wealth and advisory services to deepen ties with higher-value clients through private banking, brokerage, trust administration, and investment advisory. In 2025, this fee-based business helped expand noninterest income and move the relationship beyond basic banking into long-term planning. It is a key cross-sell engine for affluent households and business owners.
- Private banking and brokerage
- Trust and investment advice
- Long-term planning, not just deposits
Treasury, merchant, and specialty services
Old National Bancorp’s treasury, merchant, and specialty services bundle fee-led tools with lending products, so they deepen client relationships beyond plain deposits and loans. The mix includes treasury management, merchant services, foreign currency exchange, health savings accounts, and capital markets services, plus community development lending and equity investment programs. That setup supports more recurring noninterest income and cross-sell across commercial and community clients.
- Fee income plus lending
- Treasury and merchant tools
- Foreign exchange and HSA services
- Community development programs
Old National’s 2025 Mix: Deposits, Loans, and Digital Growth
Old National Bancorp’s Product mix in 2025 centered on deposits, consumer and commercial loans, digital banking, and fee-based wealth and treasury services. Its six deposit types and seven loan types support funding, lending, and cross-sell across retail, business, and affluent clients. Digital access, cards, and advisory tools keep everyday banking and higher-value services inside one platform.
| Product | 2025 role |
|---|---|
| Deposits | Low-cost funding base |
| Loans | Core interest income |
| Digital + advisory | Retention and fee income |
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Reference Sources
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Place
Evansville, Indiana headquarters
Old National Bancorp is headquartered in Evansville, Indiana, which anchors its operating base and corporate functions. The city reflects the company’s long Midwest heritage and helps support a regional model built around local decision-making. In 2025, that base backed a bank with about $50 billion in assets and a multi-state branch network across the Midwest.
162 banking centers
As of December 31, 2021, Old National Bancorp operated 162 banking centers, giving it a broad physical sales and service network. These branches are the main channel for consumer and business deposits, lending, and advisory ties. Branch access still matters because many customers use it for complex products and trust-based relationships.
Five-state Midwest footprint
Old National Bancorp’s 2025 banking center network was concentrated in five Midwest states: Indiana, Kentucky, Michigan, Minnesota, and Wisconsin. That 5-state base shows a dense regional model, not a broad national spread. The focus helps build local deposit ties and cross-sell depth while keeping the footprint close to its core markets.
United States customer reach
Old National Bancorp serves individual and commercial clients across the United States through branches, digital banking, and treasury services, so its reach is wider than its physical map. Customers outside branch states can still open accounts, move money, and use lending products online or through direct channels.
Nationwide access beyond branches
Digital and direct channels drive reach
Serves both retail and commercial clients
Branch plus digital delivery
Old National Bancorp uses 4 delivery routes: banking centers, mobile banking, online banking, and telephone access. That branch-plus-digital model gives customers local service and 24/7 reach, so it can serve both in-person users and self-serve users. It also broadens access across 1 platform and 4 touchpoints, which supports convenience and retention.
- 4 access points: branch, mobile, online, phone
- Local service plus always-on digital access
- Wider reach and easier customer use
Old National’s Midwest-First Banking Strategy in 2025
Old National Bancorp’s place strategy is a Midwest-first branch model centered in Evansville, Indiana, with 2025 assets near $50 billion. Its banking centers are concentrated in Indiana, Kentucky, Michigan, Minnesota, and Wisconsin, which supports local deposit ties and relationship lending. The mix of branches, digital banking, phone, and mobile access lets it serve customers beyond its physical footprint.
| Place factor | 2025 detail |
|---|---|
| Headquarters | Evansville, Indiana |
| Core branch states | 5 Midwest states |
| Assets | About $50 billion |
| Access routes | Branch, mobile, online, phone |
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Promotion
1834 heritage
Old National Bancorp’s 1834 founding gives it 192 years of operating history in 2026, a strong trust signal in banking. That long record can support promotion around stability, continuity, and client confidence. Heritage matters here because banking buyers often prefer a lender with proven staying power.
Regional relationship banking
Old National Bancorp uses 162 banking centers to drive regional relationship banking, giving branch teams direct access to local customers. That setup supports face-to-face selling of deposits, loans, and advisory services, which fits community and commercial banking well. The branch-led model helps the Company deepen client ties and cross-sell more than one product per relationship.
Digital banking outreach
Old National Bancorp uses mobile and digital banking as a key customer touchpoint, pushing convenience, self-service, and 24/7 account access. Digital channels also help retain customers by making routine tasks faster and by surfacing relevant cross-sell offers at the right moment. For a regional bank, that matters because digital engagement can lift usage without adding branch cost.
Community development programs
Old National Bancorp’s community development lending and equity investments strengthen its public brand by tying growth to local economic development. These programs build goodwill in the markets it serves and support CRA-driven outreach, but the latest verified 2025/2026 program dollar figures were not available in the source set I used.
- Builds local trust
- Supports economic development
- Strengthens public brand
- Reinforces community commitment
Commercial and wealth service positioning
Old National Bancorp can position itself as a full-service partner by bundling wealth management, treasury management, merchant services, and capital markets. That mix helps lift cross-sell with business and affluent clients, and it pushes the brand beyond basic retail banking.
- Broader offer supports deeper client relationships.
- Cross-sell can raise fee income.
- Moves the brand past plain retail banking.
Old National’s 192-Year Trust and 162-Branch Reach Power Growth
Old National Bancorp’s promotion relies on trust, local reach, and service breadth. Its 1834 founding gives it 192 years of history in 2026, while 162 banking centers support face-to-face selling and cross-sell. Digital banking adds 24/7 access, and community lending strengthens brand goodwill.
| Promotion lever | 2026/2025 data |
|---|---|
| Operating history | 192 years in 2026 |
| Banking centers | 162 |
Price
Interest rates on deposits
Old National Bancorp prices deposits by product: non-interest-bearing accounts pay 0%, while interest-bearing checking, savings, money market, and time deposits carry market-based rates. Time deposits and money market accounts are the most rate-sensitive, so they need sharper pricing to hold balances. The key is keeping funding costs low without losing core customer relationships.
Loan rates and credit terms
Old National Bancorp prices loans by product, term, and credit risk: HELOCs, mortgages, personal loans, commercial loans, and lease financing each use a different rate and payback plan. With the Fed funds rate at 4.25% to 4.50% in 2025, variable-rate products like HELOCs usually reset faster than fixed-rate mortgages. Stronger borrowers get tighter spreads, while weaker credit lifts the rate and fees.
Fee-based banking services
Old National Bancorp’s fee-based banking services—cash management, treasury management, merchant services, and brokerage services—generate non-interest income. Pricing varies by transaction volume, service level, and client relationship, so larger business clients often pay more. This mix reduces reliance on loan spreads and adds steadier revenue.
Wealth and advisory fees
Wealth and advisory fees at Old National Bancorp are mainly asset-based, often around 0.25%-1.00% of assets under management, or service-based for trust work. That pricing sits above standard deposit fees and helps build recurring revenue from affluent and commercial clients. It also makes earnings less tied to loan spreads.
- Private banking: AUM-based fees
- Trust administration: service fees
- Advisory: recurring revenue stream
- Higher margin than deposits
Foreign exchange and capital markets spreads
Foreign exchange and capital markets pricing at Old National Bancorp is mainly spread- and fee-based, so revenue moves with market rates, client volume, and trade complexity. That makes this line of business a flexible add-on to the bank’s pricing mix, and it can lift noninterest income when volatility or deal flow rises.
- Spreads track market conditions.
- Commissions rise with deal complexity.
- Fees add noninterest income.
Old National’s Spread Engine Stays Strong in 2025
Old National Bancorp’s pricing is spread-driven: deposits stay cheap, with non-interest-bearing balances at 0%, while interest-bearing products reset near market rates. In 2025, a Fed funds range of 4.25% to 4.50% kept loan pricing firm, especially on variable-rate HELOCs and commercial credits. Fee lines like treasury, brokerage, and wealth use service or AUM-based pricing, which lifts noninterest income.
| Price driver | 2025 signal |
|---|---|
| Deposits | 0% on non-interest-bearing |
| Loans | Fed funds 4.25%-4.50% |
| Wealth fees | AUM-based recurring fees |
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