Background: This Texas bank holding company had historically focused almost exclusively on business banking. In
the process, it built a large consumer clientele associated with its business clients, but little effort had been made to capitalize on the
consumer franchise. Additionally, all banks were run independently with no coordinated pricing between locations.
Solution: A new program focused on expanding the consumer business by rewarding customers for purchasing multiple
products and included both deposits and loans. Products were standardized across all banks, and a deregulated savings account was introduced
after recognizing that consumers differentiated between savings and money market accounts.
Result: The repositioned bank included consumer banking as a core business strategy, using standardization of
products, launch of new products, and the reorganization of its branch systems to grow to $8 billion in deposits and approximately
78 branches in 39 banking subsidiaries.
