Old National Bancorp (ONB): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Old National Bancorp's playbook for late 2025, and honestly, the strategy is sharp: they are doubling down on commercial banking while expanding across 9 states. With total assets hitting $71.21 billion by the third quarter, their market moves aren't small bets; they're calculated expansions. I've mapped out their four P's-Product, Place, Promotion, and Price-showing exactly how they are using everything from a $48.0 billion loan book to specific CD rates to compete. Keep reading; this distilled view cuts right to the action.

Old National Bancorp (ONB) - Marketing Mix: Product

The product element for Old National Bancorp (ONB) centers on its role as a diversified financial institution, offering a broad spectrum of services across retail, commercial, and wealth management sectors. You're looking at the core offerings that define how Old National Bancorp meets client needs as of late 2025.

Old National Bancorp provides full-service consumer and commercial banking offerings across its footprint, which spans the Midwest and Southeast United States. This foundation supports the delivery of its other specialized products.

The bank also delivers comprehensive wealth management and capital markets services. The wealth management arm, which includes the 1834 division, is designed to serve high-net-worth individuals and institutions with integrated, customized advisory services.

In terms of core lending, the period-end total loans stood at $48.0 billion as of the third quarter of 2025. While the prompt specifies the commercial loan portfolio amount, the reported figure for period-end total loans was this amount. Supporting the commercial side, total commercial loan production for Q3 2025 reached $2.8 billion, which was up 20% from the second quarter of 2025, and the period-end commercial pipeline totaled $4.2 billion.

For consumer savings, Old National Bancorp offers competitive, high-yield deposit products. For example, a new 5-month Certificate of Deposit (CD) was advertised with an Annual Percentage Yield (APY) of 4.00%. This rate was accurate as of September 12, 2025, and required a minimum deposit of $500.

The product suite has been modernized with a focus on digital capabilities. Old National Bancorp introduced a new small business digital banking platform, with access for Bremer-transitioned accounts beginning on October 20, 2025. This platform supports modern money movement capabilities, including the transfer of existing Bill Pay payees, ACH Origination, and Wires, with saved templates carried over from the previous system.

• The new Small Business Digital Banking platform includes features such as:

• Access to ACH and Wires, including saved templates.

• Bill Pay payees and one year of history carried over.

• The ability to manage business accounts online from a desktop or via the Old National Mobile Banking app.

• For eligible customers, limited access (view and transfer only) to personal accounts in the Small Business Digital Banking platform is available.

Old National Bancorp (ONB) - Marketing Mix: Place

Old National Bancorp operates with dual headquarters, one in Chicago, Illinois, and the other in Evansville, Indiana.

The distribution strategy relies on an extensive regional footprint spanning 9 states across the Midwest and Southeast regions of the United States. The states served include Illinois, Indiana, Iowa, Kentucky, Michigan, Minnesota, North Dakota, Tennessee, and Wisconsin.

The overall physical presence is substantial, with approximately 347 total banking locations across the US. This physical network was significantly bolstered by the partnership with Bremer Financial Corporation, which closed around May 1, 2025, adding 70 banking centers across Minnesota, North Dakota, and Wisconsin. Post-integration, Old National Bancorp is positioned to be the third largest bank in the Twin Cities, measured by deposits.

Distribution is multi-channel, encompassing physical branches, digital banking platforms, and an extensive surcharge-free ATM network.

The digital delivery channel supports the physical network, including a new small business digital banking platform introduced in 2024. For cash access, the Allpoint® surcharge-free ATM network provides access across all 50 states, plus Puerto Rico, Canada, Mexico, Australia, and the United Kingdom.

The density achieved in key markets following recent transactions is a key component of the Place strategy:

• Density achieved in the Twin Cities post-Bremer partnership, positioning Old National Bancorp as the third largest bank there by deposits.
• Bremer locations added include areas in Minnesota (Alexandria, St. Cloud, Rochester) and North Dakota (Fargo, Grand Forks).
• The CapStar Bank partnership, finalized April 1, 2024, added 23 banking centers, rounding out presence in the Greater Nashville area and adding Tennessee and North Carolina locations.
• The bank traces its roots to Evansville, Indiana, starting in 1834.

Finance: draft 13-week cash view by Friday.

Old National Bancorp (ONB) - Marketing Mix: Promotion

Promotion activities for Old National Bancorp (ONB) center on client engagement, community investment, and targeted digital outreach, supported by financial performance metrics shared with investors.

Client Engagement and Direct Incentives

Old National Bancorp executed its annual Client Appreciation Week from November 17-22, 2025. This event included several tangible promotional elements:

• A sweepstakes drawing for a $10,000 grand prize.
• A total of one ($10,000) prize was awarded across banking center market regions.
• Activities included treats, giveaways, and free document shredding services.
• Entries for the prize drawing were accepted in person between Monday, November 17, 2025, and Saturday, November 22, 2025.

For new customer acquisition, Old National Bancorp promoted a consumer checking cash bonus of up to $450. The qualification structure for this incentive included:

• Opening an ONB Everyday or Preferred Checking account with a minimum deposit of $50.
• The offer was available for accounts opened between 11/1/2025 and 1/31/2026.
• To earn the maximum $450 bonus, new customers must make qualifying direct deposits totaling at least $3,500 per month for 3 consecutive calendar months.
• A $300 bonus option required qualifying direct deposits totaling at least $1,000 per month for 3 consecutive calendar months.
• The bonus is credited within approximately 130 days from account opening, provided the account remains open a minimum of 120 days.

Community Image and Corporate Citizenship

Old National Bancorp actively promotes a community-focused brand image, which is reinforced by external recognition. For the second consecutive year, Old National Bancorp was named one of "The Civic 50" honorees for 2025 by Points of Light. This recognition is reserved for companies with annual U.S. revenues of at least $1 billion. The commitment is quantified by prior year activities:

The collective impact of the 2025 Civic 50 companies involved over 460,000 employees volunteering more than 6.5 million hours.

Digital Content and Investor Communications

Promotion includes targeted digital content, such as strategic advice for small business holiday success, alongside ongoing investor relations activities that communicate financial scale. Investor presentations in 2025 covered quarterly results, including the 3rd Quarter 2025 Earnings Conference Call Slides on October 22, 2025, and the ONB Investment Thesis 3Q25 on November 7, 2025. These communications highlight the company's financial standing:

• Market capitalization as of November 29, 2025, was reported at $8.52B.
• Market capitalization as of December 2, 2025, was $8.43B.
• The company holds approximately $71 billion of assets.
• Assets under management total $38 billion.
• Second quarter 2025 net income applicable to common shares was $121.4 million.

The company trades on The NASDAQ Global Select Market under the symbol ONB.

Old National Bancorp (ONB) - Marketing Mix: Price

You're looking at how Old National Bancorp (ONB) structures the money customers pay for its services, which is all about making their offerings competitively attractive while reflecting their overall balance sheet strength. This involves setting rates for deposits and fees for services, all while keeping an eye on the broader economic picture.

The pricing strategy is anchored by the bank's scale; total assets reached $71.21 billion as of September 30, 2025. This size helps maintain a low-cost funding base, which is key to competitive deposit pricing. Core deposit costs were reported at 197 bps (or 1.97%) in Q3 2025, signaling a low-cost franchise. Furthermore, the loan-to-deposit ratio stood at 87% in Q3 2025, showing strong liquidity management that supports their pricing flexibility.

Here's a look at how ONB prices some of its key deposit products to attract and retain funds, which is a direct reflection of their pricing policy for the liability side of the balance sheet:

The fee structure for core checking products is designed to encourage deeper customer relationships, effectively lowering the net cost for high-value clients. You see this clearly in the conditions set for waiving monthly service charges.

• Preferred Checking has a $15 monthly fee.
• The $15 monthly fee is waived if you maintain a $5,000 daily balance.
• The $15 monthly fee is also waived if you maintain a $25,000 combined minimum daily balance in other eligible ONB accounts (checking, savings, money market, CDs, or loans with similar ownership).
• For the ONB Everyday Checking, the $6.95 monthly service charge is waived with a $500 total monthly direct deposit or a $500 daily balance.

To be fair, these specific product rates are promotional or tiered, meaning the actual realized cost of funds and the effective price paid by the customer can vary significantly based on their total relationship balance with Old National Bancorp.