The First of Long Island Corporation (FLIC): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for the hard numbers on The First of Long Island Corporation's marketing mix right now, late in 2025, but honestly, the story is the ConnectOne merger that finished in June. So, we're looking at what remains of FLIC's strategy-think a deep Long Island deposit base of about $\mathbf{\$3.4}$ billion pre-deal, now plugged into a $\mathbf{60+}$ branch footprint and a $\mathbf{1.91\%}$ Net Interest Margin from Q1. The promotion centers on continuity, but the real value driver is the deal's projected $\mathbf{36\%}$ accretion to earnings per share, which tells you where the combined entity is placing its bets on price and product expansion. Dive in below to see how these four P's-Product, Place, Promotion, and Price-are shaping up for the new entity.

The First of Long Island Corporation (FLIC) - Marketing Mix: Product

The product element for The First of Long Island Corporation, now integrated into ConnectOne Bancorp, Inc. as of June 2, 2025, encompasses a broad spectrum of financial instruments designed for commercial and consumer clients across Long Island and the New York City area.

The core offering is full-service commercial and consumer banking. This foundation supported a strong deposit franchise, especially on Long Island, which, pre-merger, held approximately $3.4 billion in deposits.

The lending portfolio has a distinct commercial focus. This includes real estate loans, industrial financing, and Small Business Administration (SBA) loans. Post-merger, the combined entity holds approximately $11 billion in total loans.

The product suite is segmented across several key areas, as detailed below:

• Business and Personal Checking Products
• Negotiable Order of Withdrawal (NOW) Accounts
• Interest on Lawyer and Rent Security Accounts
• Personal and Nonpersonal Money Market and Savings Accounts
• Individual Retirement Accounts (IRAs) and Time Deposits

The commercial lending focus is further detailed by the types of credit extended:

To enhance digital lending capabilities, the entity now has access to ConnectOne's fintech subsidiary, BoeFly, Inc. BoeFly, Inc. functions as a marketplace connecting borrowers in the franchise space with funding solutions through a network of partner banks, offering a capital-light model for expanded reach.

For high-net-worth clients, specialized services complement the core banking products. These offerings aim to preserve and grow client wealth through integrated financial planning components.

The wealth management and specialized services portfolio includes:

• Investment Management Services
• Trust and Estate Services
• Life Insurance Services
• Retail Investment Offerings
• Custody Services

The combined entity, operating under the ConnectOne brand, boasts approximately $14 billion in total assets and $11 billion in total deposits following the merger completion in the second quarter of 2025. The First National Bank of Long Island, the subsidiary, was founded in 1927.

The First of Long Island Corporation (FLIC) - Marketing Mix: Place

You're looking at the distribution footprint for The First of Long Island Corporation as of late 2025. Honestly, the biggest distribution event this year was the merger completion on June 2, 2025, which means the physical network you see now is the combined ConnectOne Bancorp, Inc. footprint. This move immediately scaled the access points for former FLIC customers.

The combined entity now offers a powerful retail network. This network spans three key states, giving you a much wider regional reach than before the transaction. The scale of the combined operation, with approximately $14 billion in total assets and $11 billion in total deposits post-merger, supports this expanded physical presence.

Here's a quick look at the current physical distribution scale, which reflects the integration of the former First National Bank of Long Island locations into the larger system:

The localized strength on Long Island remains a core component of the Place strategy, even under the new brand. Before the merger, The First of Long Island Corporation maintained a deep, localized presence, specifically with 37 branches concentrated in Nassau, Suffolk, Queens, Brooklyn, and Manhattan. This established footprint is now integrated into the larger regional strategy.

The distribution strategy isn't just about brick-and-mortar anymore, though. You definitely need to factor in the digital layer, which provides constant access. Digital channels support 24/7 availability through online and mobile banking platforms, which is critical for modern banking service delivery.

The overarching distribution theme for late 2025 is strategic optimization. This involves consolidating physical locations where overlap exists while simultaneously prioritizing the expansion of the digital reach. This dual approach aims to maintain service accessibility while controlling the costs associated with maintaining a large physical network. For context, The First of Long Island Corporation had already announced the closure and consolidation of eight branches back in November 2021, following six closures in 2020, signaling an ongoing focus on right-sizing the physical footprint even before the merger.

You can see the current distribution priorities laid out here:

• Physical network of over 60 branches across New York, New Jersey, and Southeast Florida.
• Deep, localized presence on Long Island, with 37 branches in Nassau, Suffolk, Queens, Brooklyn, and Manhattan pre-merger.
• Positioned as one of the top five community banks on Long Island by deposit market share.
• Digital channels offer 24/7 access via online and mobile banking platforms.
• Strategic branch optimization continues, consolidating physical locations while expanding digital reach.

Finance: draft 13-week cash view by Friday.

The First of Long Island Corporation (FLIC) - Marketing Mix: Promotion

You're looking at how the combined entity communicates its value proposition after the merger with ConnectOne Bancorp, which completed in June 2025. The promotional strategy centers on assuring continuity and highlighting expanded scale and service offerings to the former FLIC client base.

The core message emphasizes a shared client-first culture and relationship banking model, a theme explicitly mentioned by ConnectOne's Chairman and Chief Executive Officer, Frank Sorrentino, upon the merger's conclusion. This focus is designed to resonate with the established client base of The First National Bank of Long Island.

Strategic communication focused heavily on a seamless integration and "enhanced capabilities" post-merger. This narrative positions the combination not as a takeover, but as an upgrade in service delivery, leveraging ConnectOne's modern infrastructure for the benefit of former FLIC customers.

To promote continuity and trust, former FLIC leaders were integrated into the new governance structure. Specifically, Christopher Becker, former President and CEO of The First National Bank of Long Island and The First of Long Island Corporation, was appointed Vice Chairman of ConnectOne's Board of Directors. Also joining the ConnectOne Board were Peter Quick and Ed Haye, who served as independent directors on the First of Long Island board.

Community-focused branding leverages the bank's deep roots on Long Island. Frank Sorrentino stated an intention to provide the robust Long Island community an even wider range of services, signaling a commitment to the local market that was central to The First of Long Island Corporation's identity.

Public relations centered on the combined entity's scale, which was a major talking point following the June 2025 closing. This scale provides a tangible differentiator in the competitive banking landscape.

The promotional efforts are clearly tied to the financial realities of the new structure, which now operates under the ConnectOne brand and maintains a retail network of 60+ branches spanning New York, New Jersey, and Southeast Florida.

The key elements communicated through promotion include:

• Emphasis on a client-first culture.
• Highlighting enhanced capabilities post-merger.
• Assurance of leadership continuity via board appointments.
• Commitment to the Long Island community.
• Communication of the combined entity's $14 billion asset scale.

The exchange ratio for former FLIC shareholders, 0.5175 shares of ConnectOne common stock per FLIC share, was also a critical piece of transactional communication that underpinned the promotional narrative of a complementary combination.

The First of Long Island Corporation (FLIC) - Marketing Mix: Price

When you look at The First of Long Island Corporation's pricing structure before the merger, you see a direct relationship between the cost of funds and the revenue generated from assets. This is the core of a bank's pricing strategy, which is fundamentally driven by the spread between loan yields and the cost of the deposit base.

For the independent entity in the first quarter of 2025, the Net Interest Margin (NIM) was recovering, hitting exactly 1.91%. That number tells you the efficiency of their core business model in that period. To give you a clearer picture of the environment that number reflects, here are the key financial indicators from that same quarter:

That 0.37% Return on Average Assets (ROA) in Q1 2025 definitely signals tight profitability pre-merger, which is what drives the need for strategic pricing and, ultimately, the merger itself.

The decision to merge with ConnectOne Bancorp, which closed on June 1, 2025, was clearly a value-driven pricing move for The First of Long Island Corporation shareholders. The expectation set for the combined entity, factoring in cost savings, was that the transaction would be approximately 36% accretive to ConnectOne's earnings per share in 2025.

The pricing strategy, therefore, involved two components you need to track:

• The independent pricing structure based on the spread achieving a 1.91% NIM.
• The strategic pricing implied by the merger, projected to be 36% accretive to EPS.

Post-merger, the combined entity saw its NIM expand to 3.06% in the second quarter of 2025, showing the immediate impact of combining the balance sheets and realizing some of those expected synergies.