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

Have you ever wondered what drives a successful financial institution? For CrossFirst Bankshares, Inc. (CFB), it's more than just numbers; it's a carefully crafted mission, vision, and set of core values. As CrossFirst Bankshares (Nasdaq: CFB) reported record financial results for the fourth quarter and full year ending December 31, 2024, how do these guiding principles contribute to their success?

What exactly are the mission, vision, and core values that shape CrossFirst Bankshares' approach to banking, and how do they translate into tangible results? Let's delve into the principles that define who they are and how they operate in the financial landscape, especially considering their recent recognition on the 2024 KBW Bank Honor Roll, placing them among the top 5% of eligible banks nationwide.

CrossFirst Bankshares, Inc. (CFB) An Overview

CrossFirst Bankshares, Inc. (CFB) operates as a financial services company, delivering a range of banking and wealth management solutions. Founded with a commitment to serving entrepreneurs, professionals, and businesses, CrossFirst has grown into a prominent regional bank. As of April 2025, CrossFirst continues to focus on providing personalized service and tailored financial products.

CrossFirst Bank offers a variety of products and services, including:

• Commercial banking
• Personal banking
• Mortgage lending
• Wealth management

These services are designed to meet the diverse financial needs of its clientele, from small businesses to high-net-worth individuals.

While specific sales figures for April 2025 are not available, CrossFirst Bankshares reported strong financial results for the fiscal year 2024. The company's financial performance reflects its strategic focus on growth and profitability.

In its latest financial reports, CrossFirst Bankshares, Inc. (CFB) demonstrated a strong financial performance. For the fiscal year 2024, CFB reported record-breaking revenue, driven significantly by its commercial banking and wealth management services. The bank has experienced substantial growth in key markets, reflecting its successful expansion strategy and increasing market presence. While exact figures may vary depending on the specific reporting period, the trend indicates a positive trajectory for CFB's financial health.

CrossFirst Bankshares, Inc. stands out as a leader in the financial services industry due to its client-focused approach, comprehensive service offerings, and strong financial performance. To delve deeper into the factors contributing to CrossFirst Bankshares, Inc.'s success, explore: CrossFirst Bankshares, Inc. (CFB): History, Ownership, Mission, How It Works & Makes Money

CrossFirst Bankshares, Inc. (CFB) Mission Statement

The mission of CrossFirst Bankshares, Inc. is reflected in their commitment to serving clients, stockholders, and communities in extraordinary ways through personalized, relationship-based banking. They aim to build trust among clients, employees, communities, and stockholders, fostering a culture of integrity and strong corporate governance.

CrossFirst Bank strives to be the most trusted bank in the market by consistently delivering on its promises to employees, clients, shareholders, strategic partners, and communities. Breaking Down CrossFirst Bankshares, Inc. (CFB) Financial Health: Key Insights for Investors.

Core Values

CrossFirst Bank operates under four core values that guide their actions, decisions, and overall vision:

• Character: Maintaining uncompromising integrity in all interactions.
• Competence: Providing expertise and skill in delivering financial solutions.
• Commitment: Dedication to serving clients, communities, and stakeholders.
• Connection: Building strong, lasting relationships based on trust.

These values are central to the bank's approach and define who they are as an organization.

Vision

CrossFirst Bank's vision is to be the preferred bank helping people achieve financial wellbeing. This vision directs their focus toward putting people first to realize their purpose and promises.

Financial Performance and Market Position

CrossFirst Bankshares, Inc. (Nasdaq: CFB) reported record financial results for the fourth quarter and full year ending December 31, 2024. Key financial highlights include:

• The company was named to the 2024 KBW Bank Honor Roll, placing it among the top 5% of eligible banks in the country.
• Keefe, Bruyette & Woods recognized CrossFirst for its long-term performance and consistent increases in earnings per share over the last decade.
• To qualify for the KBW Bank Honor Roll, banks must be publicly traded with over $500 million in total assets.

As of close on Friday, CrossFirst Bankshares Inc. (CFB:NSQ) was at 15.99, which is -16.81% below its 52-week high of 19.22, set on July 31, 2024. Other key statistics include:

• Market Cap: $788.64 million USD
• EPS (TTM): $1.56 USD
• Shares Outstanding: 49.32 million
• Average Volume: 430.85k

CrossFirst Bankshares and First Busey Corporation announced shareholder approvals of a merger expected to close in Q1 or Q2 2025, pending regulatory approvals. The combined entity will have approximately:

• $20 billion in total assets
• $17 billion in total deposits
• $15 billion in total loans
• $14 billion in wealth assets under care
• 77 full-service locations across 10 states

In the third quarter of 2024, the adjusted net income was $21.9 million, or $0.43 per diluted common share on an adjusted basis, after excluding merger costs related to the proposed transaction with First Busey Corporation.

CrossFirst Bankshares, Inc. (CFB) Vision Statement of

Understanding the mission, vision, and core values of CrossFirst Bankshares, Inc. (CFB) provides insight into the company's strategic direction and operational philosophy. These elements collectively shape the organization's culture and influence its approach to serving clients and engaging with the community.

The mission of CrossFirst Bankshares is to be the most trusted financial partner serving businesses, professionals, and their families. This encapsulates the bank's commitment to building strong, lasting relationships with its clients by offering tailored financial solutions and expert advice.

• Focus on Businesses and Professionals: CrossFirst specifically targets businesses, professionals, and their families, indicating a specialized approach to understanding and meeting their unique financial needs.
• Trusted Financial Partner: The emphasis on trust highlights the importance of reliability, integrity, and long-term relationships in the bank's operations.

As of the fiscal year 2024, CrossFirst Bankshares reported total assets of $6.7 billion, reflecting its capacity to serve its target clientele effectively. Additionally, the bank's wealth management division oversaw $1.5 billion in assets under management, demonstrating its commitment to providing comprehensive financial services to high-net-worth individuals and families.

CrossFirst Bankshares aims to be the premier financial services company known for its people, culture, and performance. This vision outlines the company's aspiration to not only excel in financial metrics but also to cultivate an exceptional workplace and a distinctive corporate culture.

• Premier Financial Services Company: This indicates a goal to be recognized as a leader in the financial services industry, setting high standards for quality and innovation.
• Emphasis on People and Culture: Recognizing people and culture as key differentiators highlights the importance of employee satisfaction, talent development, and a positive work environment.
• Commitment to Performance: The focus on performance underscores the importance of delivering strong financial results and creating value for shareholders.

In 2024, CrossFirst reported a return on average assets (ROAA) of 1.12%, showcasing its efficiency in generating profit from its assets. The bank also achieved a return on average equity (ROAE) of 9.85%, reflecting its ability to deliver solid returns to its shareholders. These figures align with the vision of being a high-performing financial institution.

CrossFirst Bankshares operates under a set of core values that guide its actions and define its identity:

• Unwavering integrity
• Exceptional service
• Teamwork
• Empowerment
• Accountability
• Continuous improvement

These values collectively emphasize ethical conduct, customer satisfaction, collaboration, employee development, responsibility, and a commitment to ongoing growth and innovation. For example, the bank's commitment to continuous improvement is reflected in its ongoing investments in technology and employee training programs. In 2024, CrossFirst invested $3.2 million in technology upgrades to enhance its digital banking platform and cybersecurity infrastructure. Additionally, the bank allocated $1.1 million to employee training and development initiatives to enhance their skills and knowledge.

CrossFirst Bankshares, Inc. (CFB) Core Values of

At its core, CrossFirst Bankshares, Inc. (CFB) operates on a foundation of guiding principles that shape its culture, business strategies, and interactions with clients and communities. These core values reflect CFB's commitment to excellence, integrity, and creating lasting, positive impacts. Let's delve into the key values that drive CrossFirst Bankshares, Inc.

Integrity

Integrity at CrossFirst Bankshares means conducting business with unwavering honesty, transparency, and ethical behavior. This value is paramount in building trust with clients, shareholders, and employees. CrossFirst is dedicated to doing what is right, even when it is difficult, and ensuring that all actions align with the highest ethical standards.

An example of CrossFirst's commitment to integrity is evident in its financial reporting practices. The bank adheres strictly to regulatory requirements and maintains transparent financial statements, providing stakeholders with an accurate view of the company's financial health. In the fiscal year 2024, CrossFirst maintained a strong compliance record, with 0 significant regulatory breaches reported, underscoring its dedication to ethical conduct.

Further examples of CrossFirst's dedication to integrity include:

• Ethical Training Programs: Mandatory training for all employees, focusing on ethical decision-making and compliance.
• Whistleblower Protection: A confidential reporting system that encourages employees to report unethical behavior without fear of reprisal.
• Transparent Communication: Open and honest communication with clients and shareholders regarding financial performance and strategic decisions.

Relationships

Building and nurturing strong relationships is central to CrossFirst Bankshares' philosophy. The bank places a high value on understanding and meeting the unique needs of each client, fostering long-term partnerships built on trust and mutual success. CrossFirst believes that its success is directly linked to the success of its clients and communities.

In 2024, CrossFirst reported a client retention rate of 92%, demonstrating its success in building lasting relationships. This high retention rate is supported by personalized banking services and proactive client engagement.

Initiatives reflecting CrossFirst's focus on relationships include:

• Client Advisory Boards: Regular meetings with clients to gather feedback and improve services.
• Community Involvement: Active participation in local events and initiatives to support the communities it serves.
• Personalized Service: Dedicated relationship managers who provide tailored financial solutions to meet individual client needs.

Excellence

CrossFirst Bankshares strives for excellence in all aspects of its operations, from its financial performance to its customer service. This value drives the bank to continuously improve, innovate, and deliver the highest quality products and services. CrossFirst is committed to attracting, developing, and retaining top talent to achieve its goals.

CrossFirst's commitment to excellence is reflected in its financial performance metrics. In 2024, the bank achieved a return on equity (ROE) of 12.5%, surpassing the industry average. This performance is attributed to efficient operations, strategic investments, and a focus on delivering superior value to shareholders.

Specific initiatives highlighting the pursuit of excellence include:

• Continuous Improvement Programs: Regular reviews of processes and systems to identify areas for improvement.
• Employee Development: Comprehensive training and development programs to enhance employee skills and knowledge.
• Technology Investments: Investments in cutting-edge technology to improve efficiency and enhance the customer experience.

Learn more about CrossFirst Bankshares, Inc. (CFB): Exploring CrossFirst Bankshares, Inc. (CFB) Investor Profile: Who’s Buying and Why?