Mission Statement, Vision, & Core Values of CrossFirst Bankshares, Inc. (CFB)

The true test of CrossFirst Bankshares, Inc.'s principles came not just in its standalone performance, but in its strategic value, culminating in the March 2025 merger with First Busey Corporation that created a combined entity with approximately $20 billion in total assets. When a bank's core values-like the stated commitment to extraordinary service-translate into a Q2 2025 net income of $47.4 million for the newly merged parent company, you have to ask: what exactly were the foundational beliefs that drove that kind of financial outcome? We're not just looking at corporate-speak; we're analyzing the roadmap that guided the firm through a major 2025 acquisition. How do these guiding statements defintely shape the near-term strategy for a combined banking powerhouse?

CrossFirst Bankshares, Inc. (CFB) Overview

You need a clear picture of what CrossFirst Bankshares, Inc. was, especially since its story fundamentally changed in 2025. The direct takeaway is this: CrossFirst Bankshares was a high-growth regional bank that successfully executed a relationship-driven strategy, culminating in a significant acquisition by First Busey Corporation in March 2025, which instantly scaled its market reach.

Founded in 2007 and headquartered in Leawood, Kansas, CrossFirst Bankshares, Inc. built its reputation on serving businesses, business owners, and professionals. They weren't trying to be a massive national chain; their focus was on personalized, full-service banking across a strategic regional footprint. Their core services were robust and centered on commercial lending and specialized deposit products.

• Commercial and Industrial Loans: Including enterprise value lending.
• Commercial Real Estate: A major revenue driver, including home builder lending.
• Deposit Banking Products: Treasury management services and tailored checking/savings accounts.

Their physical presence spanned key growth markets in the Southwest and Midwest, including Kansas, Missouri, Oklahoma, Texas, Arizona, Colorado, and New Mexico. This targeted expansion was defintely a key factor in their valuation leading up to the merger. By the time the acquisition closed in the first quarter of 2025, the company's success was undeniable, making it a prime target for consolidation in the banking sector.

Final Standalone Financial Performance: A 2024 Record

When we look at the financials, we have to look at the last full reporting period for CrossFirst Bankshares, Inc. as a standalone entity-the full-year 2024 results, which they reported in January 2025. These numbers are what drove the final valuation and merger agreement, showing a company at a peak performance level.

The company reported a record full-year 2024 revenue of $250.66 million, which was an increase of 8.51% over the previous year. Here's the quick math: that growth rate in a competitive regional banking environment shows a strong client acquisition and retention model. Net Income for the full year also saw a significant jump, rising 17.61% to $77.93 million. That's a healthy bottom line expansion.

Focusing on the fourth quarter of 2024, which was the final full quarter reported, CrossFirst Bankshares, Inc. posted revenues of $68.87 million, surpassing consensus estimates. This strong performance, particularly in their core commercial loan and deposit services, is what made them such an attractive partner. What this estimate hides, of course, is the intense negotiation and due diligence that led to the March 2025 closing of the merger with First Busey Corporation.

CrossFirst Bankshares, Inc. as an Industry Leader

You don't get acquired for approximately $916.8 million and create a combined entity of this scale without being a leader in your markets. CrossFirst Bankshares, Inc.'s success was rooted in its high-touch, relationship-based banking model, which consistently delivered superior financial metrics. They were even named to the 2024 KBW Bank Honor Roll, placing them among the top 5% of eligible banks nationwide for consistent earnings per share increases. That's a serious stamp of quality.

The merger with First Busey Corporation, which closed on March 3, 2025, solidified their combined position as a premier full-service commercial bank. The new entity now operates with approximately $20 billion in total assets and $17 billion in total deposits, immediately elevating its standing in the US regional banking landscape. This scale provides a significant competitive advantage, especially in offering more sophisticated products and managing risk across a broader geographic area.

If you want to understand the full implications of this strategic move and the new market dynamics, you should check out Exploring CrossFirst Bankshares, Inc. (CFB) Investor Profile: Who's Buying and Why?. The bottom line is that CrossFirst Bankshares, Inc. was a high-performing bank that successfully leveraged its regional strength to become a major force in the industry through a strategic combination.

CrossFirst Bankshares, Inc. (CFB) Mission Statement

You're looking for the bedrock of a company's strategy, especially one undergoing a major shift like CrossFirst Bankshares, Inc. (CFB). The mission statement is your roadmap. For CrossFirst Bankshares, the core mission is clear: To help people achieve financial dreams by serving in extraordinary ways.

This isn't just a feel-good phrase; it's the operating principle that drove the company's growth and its strategic merger with First Busey Corporation. This mission is what guides their approach to every commercial loan, wealth management plan, and personal deposit account. It's why the combined entity is projected to manage approximately $20 billion in total assets and $17 billion in total deposits as of mid-2025, creating a premier full-service commercial bank. That scale is a direct result of a mission-driven focus on client success.

The significance of this mission is magnified now. The vision-to be the preferred bank where people achieve financial wellbeing-is being executed by combining two high-quality franchises. This alignment of purpose is defintely the first thing you should analyze when evaluating the new, larger institution. For a deeper look at the numbers behind this strategy, check out Breaking Down CrossFirst Bankshares, Inc. (CFB) Financial Health: Key Insights for Investors.

Component 1: Achieving Financial Dreams

The first core component focuses on the client's ultimate outcome: realizing their financial dreams. This means the bank's offerings-commercial and industrial loans, treasury management, wealth services-must be tailored, not boilerplate. It's about being a partner, not just a lender.

For a business owner, a financial dream might be a strategic acquisition. CrossFirst Bankshares has historically focused on enterprise value lending and commercial real estate, which are high-touch, relationship-based services. The merger is expected to significantly enhance the wealth management side, with approximately $13 billion in wealth assets under care for the combined company, extending the ability to help individuals and families achieve long-term financial wellbeing. Here's the quick math: more wealth assets under care translates directly to a broader and deeper commitment to personal financial goal attainment.

• Tailor solutions for client success.
• Focus on long-term financial wellbeing.
• Leverage combined $13 billion wealth assets.

Component 2: Serving in Extraordinary Ways

The mission explicitly demands 'extraordinary' service, which is a high bar in a competitive banking landscape. This is where the company's commitment to quality is quantified and proven. Extraordinary service means going beyond the transaction to build a lasting, trusted relationship.

The proof is in the metrics. The bank was named to the 2024 KBW Bank Honor Roll, placing it among the top 5% of eligible banks nationwide for long-term performance. Also, the most recent Net Promoter Score (NPS), a measure of customer loyalty and enthusiasm, was 47. To be fair, the industry average is only about 23.5, so a score of 47 shows a significant difference in client experience. This kind of customer satisfaction is what drives repeat business and referrals, which is crucial for maintaining the combined company's projected growth in 2025.

They've also been recognized by Newsweek as one of America's Best Regional Banks in 2024. You simply don't get awards like that without a culture that prioritizes client experience over everything else. That's the real value proposition.

Component 3: Building Trusted Relationships Through Core Values

The mission of achieving dreams through extraordinary service is delivered by a set of four core values, often called the "Four C's," which are the foundation for building trusted relationships. These values are Character, Competence, Commitment, and Connection. They are the internal framework for external delivery.

For example, Competence means acting decisively and being guided by wisdom-essential when advising a client on a complex commercial real estate loan. Commitment is about being accountable and protecting client assets, a non-negotiable in banking. This focus on values is why the merger with First Busey Corporation was described as a great fit from a 'strategic, financial and cultural perspective.' The cultural alignment, driven by these core values, is what will ensure a smooth integration and continued high-quality service post-merger in mid-2025.

What this estimate hides is the risk of cultural clash during integration, but the shared focus on 'customer-centric' service, as stated by leadership, mitigates that. The values serve as the guardrails for every employee, ensuring the extraordinary service promise is kept, even as the bank scales to a larger regional presence.

CrossFirst Bankshares, Inc. (CFB) Vision Statement

You're looking at the foundational principles that drove CrossFirst Bankshares, Inc. (CFB), and honestly, you need to understand them through the lens of its major strategic shift in 2025. The Vision Statement-Exploring CrossFirst Bankshares, Inc. (CFB) Investor Profile: Who's Buying and Why?-was always about being the premier relationship bank, and that goal didn't disappear; it just got a massive upgrade in scale following the March 1, 2025, acquisition by First Busey Corporation. The core idea is simple: be the bank people choose because you help them make money.

The vision, To be the preferred bank where people achieve financial wellbeing, is now the cultural and operational blueprint being integrated into a much larger, combined entity. This isn't just a plaque on the wall; it's the standard that has to guide the integration of two distinct banking models. The near-term opportunity is mapping these high-touch, client-focused principles onto the combined company's expanded footprint.

To Be the Preferred Bank: Scale and Market Position in 2025

The 'preferred bank' part of the vision is now about market dominance and scale. The merger, finalized in March 2025, instantly transformed the competitive landscape. CrossFirst Bankshares, Inc.'s legacy footprint in high-growth metro markets like Dallas/Fort Worth, Denver, and Phoenix is now paired with First Busey Corporation's strength, creating a combined entity with approximately $20 billion in total assets.

This scale gives the combined bank a significant advantage in attracting and retaining commercial clients. Here's the quick math on the combined power as of March 2025:

• Total Assets: Approximately $20 billion
• Total Deposits: Approximately $17 billion
• Total Loans: Approximately $15 billion

For investors, the key action is watching how efficiently this new scale translates into return on assets (ROA) and profit. CrossFirst Bankshares, Inc. brought a strong financial base, reporting 2024 revenue of $250.66 million and earnings of $77.93 million, which is a solid foundation for the combined entity's 2025 performance. What this estimate hides is the integration risk, but the sheer size makes the new bank a premier full-service commercial player across 10 states.

Achieving Financial Wellbeing: The Client-Centric Mission

The second half of the vision, where people achieve financial wellbeing, directly ties into the Mission Statement: To help people achieve financial dreams by serving in extraordinary ways. This is where the rubber defintely meets the road. CrossFirst Bank's commitment to a client-centric approach has been a hallmark since its founding in 2007.

This mission is driven by building trusted, personal relationships, especially with entrepreneurs and professionals. It's about being a partner, not just a lender. The proof is in the numbers: CrossFirst Bank's Net Promoter Score (NPS), a key measure of customer loyalty and enthusiasm, was 47 in 2023, which is significantly above the industry average of 23.5. That kind of loyalty is a non-financial asset that First Busey Corporation is committed to leveraging post-merger. The goal is to extend that extraordinary service model across all 77 locations of the combined bank.

The Four C's: Core Values Driving Integration

The Core Values, often called the Four C's, are the operational engine for delivering on the vision and mission. They are the non-negotiable standards for every associate, which is crucial during a merger when cultural alignment is paramount. The values are:

• Character: Showing up with honesty and humility.
• Commitment: Being responsible, accountable, and protecting assets.
• Competence: Acting decisively, taking initiative, and being guided by wisdom.
• Connection: Exhibiting positivity, respect, and compassion for others.

These values ensure that the relationship-driven banking model-the core of the CrossFirst Bankshares, Inc. legacy-is preserved and extended. The focus on Competence is particularly relevant in 2025, as the combined company integrates advanced technologies to improve operational efficiency and client experience. Also, the emphasis on Connection is what will help mitigate the typical client attrition risk that follows a bank merger. The new executive team, which includes former CrossFirst CEO Mike Maddox as Vice Chairman & President of Busey, is tasked with maintaining this culture.

CrossFirst Bankshares, Inc. (CFB) Core Values

You're looking for the bedrock of CrossFirst Bankshares, Inc.'s (CFB) success, especially as the company navigated its strategic merger in 2025. The direct takeaway is that their four core values-Character, Commitment, Competence, and Connection-were the engine that drove a record-breaking 2024 and made the company an attractive acquisition target for First Busey Corporation in early 2025. The values weren't just posters on a wall; they were the operating manual.

The company's mission was simple: To help people achieve financial dreams by serving in extraordinary ways. This focus on service, not just transactions, is what translated into tangible financial and cultural wins, culminating in the March 1, 2025, acquisition by First Busey Corporation, which valued the company's strong commercial banking platform and market presence. You can read more about that strategic move here: CrossFirst Bankshares, Inc. (CFB): History, Ownership, Mission, How It Works & Makes Money.

CHARACTER: We Show Up with Honesty and Humility

Character, defined as honesty and humility, is the foundation for a bank's long-term viability, and it's defintely what separates a solid institution from a speculative one. This value is demonstrated through transparent reporting and disciplined risk management, especially in credit underwriting (the process of assessing a borrower's creditworthiness).

Here's the quick math: In a volatile environment, CrossFirst Bankshares maintained 'strong asset quality' through 2024, which is a direct reflection of Character in action. This disciplined approach allowed the company to report record full-year adjusted earnings per share (EPS) of $1.47 for 2024, a key metric for investor trust and a signal of management's integrity in financial reporting. The company focuses on building trusted relationships, not just chasing high-risk yield.

• Maintain disciplined credit underwriting.
• Ensure transparent financial reporting.

COMMITMENT: We Are Responsible, Accountable, and Protect the Reputation and Assets of Others

Commitment is about accountability-to clients, shareholders, and the community. This value is proven by how the bank protects its assets and how it invests in the communities that support it. The acquisition itself highlights this commitment, as the merger with First Busey Corporation created a combined entity with approximately $20 billion in total assets and $17 billion in total deposits as of March 1, 2025, providing greater scale and security for client assets.

On a community level, their Generous Giving program is a concrete example of this Commitment. Through this program, CrossFirst Bankshares matches employee contributions to individuals in need. While 2024 figures are consolidating, the program's impact in 2023 saw a total philanthropic investment of $37,565 matched by the bank, which shows a real, tangible commitment to accountability beyond the balance sheet. They are serious about protecting more than just financial assets.

COMPETENCE: We Act Decisively, Take Initiative, and Are Always Guided by Our Wisdom

Competence is where strategy meets execution. It's what allowed CrossFirst Bankshares to not only survive but thrive in a challenging market, leading to the strategic acquisition by a larger partner. The company's record financial performance in 2024 is the clearest evidence of this core value.

The company grew its adjusted earnings by 6% in 2024, a decisive result in a period of historic interest rate volatility. This growth was fueled by strategic initiatives, including the launch of a new digital banking platform in 2024 to enhance client service and efficiency. Plus, being named to the 2024 KBW Bank Honor Roll, which places CrossFirst among the top 5% of eligible banks nationwide, confirms their operational and financial competence against industry peers. That's a clear signal of wisdom in their business model.

CONNECTION: We Exhibit Positivity, Respect, and Compassion for Others

Connection is the relationship-driven core of the company's business model. For a commercial bank, this means building deep, trusted relationships with business owners and professionals, which translates directly into client loyalty and organic growth. The bank's focus on extraordinary service is a key differentiator.

The proof is in the client feedback. CrossFirst Bankshares reported a Net Promoter Score (NPS) of 47 in 2023, which is a massive lead over the industry average of 23.5. Honestly, doubling the industry average NPS doesn't happen by accident. This score reflects a culture of positivity and respect that makes clients enthusiastic advocates. This strong client base was a primary driver of the merger, as First Busey Corporation sought to bolster its commercial banking relationships and expand its wealth management business with a proven, client-focused team.