F.N.B. Corporation (FNB): Marketing Mix Analysis [Dec-2025 Updated]

You're looking for a sharp, late-2025 snapshot of F.N.B. Corporation's marketing strategy, and honestly, the numbers show a bank executing a disciplined, tech-forward growth plan that's paying off right now. We see this in their Product expansion, like the new Business First checking, which feeds directly into a Promotion engine that drove eStore submissions up 108% between Q1 and Q2. On the Price side, they've managed to expand their Net Interest Margin to 3.25% while keeping costs low for a peer-leading 52% efficiency ratio, all while their core loan portfolio sits at $34.8 billion as of Q3. To understand how their Clicks-to-Bricks Place strategy supports these results, check out the full breakdown below; it's a masterclass in focused execution.

F.N.B. Corporation (FNB) - Marketing Mix: Product

F.N.B. Corporation provides a full suite of commercial, consumer, and wealth management solutions through its subsidiary network, led by First National Bank of Pennsylvania, which was founded in 1864.

The core product structure is detailed below:

F.N.B. Corporation continues to invest heavily in digital product delivery. eStore Common app submissions increased by 108 percent between the first and second quarter of 2025.

The company launched Business First bundled checking for small businesses in the second quarter of 2025. This package is designed to meet comprehensive small business banking needs and includes several specific features:

• Integrated and advanced reporting tools.
• Fraud mitigation services, including ACH Debit Filter.
• Optimized accounts receivable capabilities.
• Up to 600 free monthly transactions.
• Up to $25,000 monthly cash deposited without an additional fee.
• Monthly service fee waived with $50,000 aggregated average ledger balances across up to four business checking accounts.

Building on this digital momentum, F.N.B. Corporation expanded digital offerings via the eStore Common Application in July 2025 to include business deposits. Customers can now use this one universal application for both business and personal bank accounts. Applying for multiple products together, such as a small business checking account and a personal credit card, results in nearly 30 percent less time spent on the application process compared to applying separately. F.N.B. Corporation expects to add business loan products to the eStore Common app in 2026.

To enhance its capital markets and advisory services, F.N.B. Corporation entered into a definitive agreement to acquire Raptor Partners LLC, an independent investment banking firm. Raptor Partners has completed hundreds of transactions with an aggregate value of nearly $40 billion across various industries. The transaction was expected to close in the second quarter of 2025. This move is intended to round out offerings, enabling F.N.B. Corporation to provide clients with advisory services throughout their entire business life cycle.

The growth in the underlying loan portfolio supports the service offerings. Core loan portfolio growth resulted in average loans and leases totaling $34.8 billion in the third quarter of 2025. This figure represents a 3.0% increase year-over-year. The growth was primarily driven by consumer loan growth of $994.7 million. Commercial leases also saw an increase of $100.9 million, which is a 14.7% increase.

Key portfolio metrics as of September 30, 2025, include:

• Average loans and leases: $34.8 billion.
• Loan-to-deposit ratio: 91%.
• Net charge-offs annualized: 0.22% of total average loans.

F.N.B. Corporation (FNB) - Marketing Mix: Place

F.N.B. Corporation (FNB) maintains a physical distribution network spanning seven states and the District of Columbia. The states included in this footprint are Pennsylvania, Ohio, Maryland, West Virginia, North Carolina, South Carolina, and Virginia.

The current physical network is substantial, but F.N.B. Corporation is actively planning for growth in key high-growth markets.

F.N.B. Corporation is pursuing a Clicks-to-Bricks omnichannel strategy. This strategy integrates the physical branch experience with digital channels for a seamless client journey.

The digital distribution channel is anchored by the eStore platform. This platform serves as a primary origination channel, allowing customers to apply for numerous products digitally.

• eStore Common app submissions increased 108 percent between the first and second quarter of 2025.
• The platform allows for simultaneous applications for over 40 banking products as of July 2025.
• Business deposit products were integrated into the eStore Common Application in the second quarter of 2025.
• F.N.B. Corporation expects to add business loan products to the eStore Common app in 2026.

The planned addition of nearly 30 new branches over five years is specifically targeted to support expansion in the Carolinas (North Carolina and South Carolina) and the Mid-Atlantic Region (Maryland, Virginia, and Washington, D.C.).

F.N.B. Corporation (FNB) - Marketing Mix: Promotion

Digital transformation is a cornerstone of F.N.B. Corporation's growth strategy, with AI and data analytics being key enablers used to improve lead generation and customer engagement. The company reinforced this focus by hiring Santosh Sinha as Director of AI and Innovation and Sundeep Tangirala as Director of Data Science in September 2025, both reporting to the Chief Strategy Officer. Mr. Tangirala's team of data scientists and quantitative modeling analysts specifically work to identify new insights and opportunities to drive revenue, efficiency, and process improvements for departments including Marketing.

The success of this digital push is quantifiable through the eStore Common Application. Submissions to this platform saw a 108% increase between the first quarter (Q1) and the second quarter (Q2) of 2025. As of June 2025, F.N.B. Corporation's full branch network began originating applications on this platform, completing the industry-leading omnichannel approach to customer onboarding.

Brand management is being actively reinforced, evidenced by the June 2025 promotion of Jennifer Reel to Executive Vice President and Chief Communications and Marketing Officer on June 04, 2025. In this expanded role, Ms. Reel oversees Corporate Communications and Marketing functions, which explicitly includes brand management, aiming to create clear connections with clients, prospects, and shareholders. The company plans to hire a Director of Marketing Strategies to support these efforts.

Marketing messaging heavily emphasizes the convenience of the universal application process, which is designed to save customers time. F.N.B. Corporation has integrated data prefilling technology into the eStore Common application to eliminate keystrokes for customers. This streamlined process allows for multiproduct purchasing; for instance, business deposit account origination was launched in the Common App, allowing small business owners to open a business checking account and apply for a loan product simultaneously. As of July 2025, the platform supported simultaneous applications for over 40 banking products.

The content strategy targets commercial clients through specialized publications. The Fall 2025 issue of Business Strategies Today featured expert analysis on topics critical to business owners, such as Mergers and Acquisitions, Capital Structure, and Divesting Non-Core Business Units. The Spring 2025 edition also provided insights on M&A and using data for employee benefit solutions.

Here are key metrics and organizational details related to F.N.B. Corporation's promotion activities as of late 2025:

The data science team's efforts are designed to improve process efficiencies across several internal departments, including the one responsible for marketing execution. The company's total assets stood at nearly $50 billion as of June 30, 2025, providing a substantial base for these promotional investments. The Q2 2025 total revenue reached a quarterly record of $438.2 million.

• Digital Transformation Enablers: AI and Data Science
• New Data Science Director overseeing Marketing insights: Sundeep Tangirala
• New AI Director focused on ethical strategy: Santosh Sinha
• Key Marketing Role Change: Promotion of Jennifer Reel to Chief Communications and Marketing Officer
• Application Convenience Feature: Technology to eliminate keystrokes

F.N.B. Corporation (FNB) - Marketing Mix: Price

The pricing element of the F.N.B. Corporation marketing mix is reflected in the outcomes of its interest rate and fee-based revenue strategies as of late 2025.

Net Interest Margin (FTE) (Fully Taxable Equivalent) expanded to 3.25% in Q3 2025, marking an increase of 6 basis points from Q2 2025. This margin performance was supported by a decrease in the total cost of funds to 2.23% in Q3 2025.

The components driving the cost of funds in Q3 2025 included:

• Cost of interest-bearing deposits at 2.66%.
• Total borrowing costs declining 6 basis points to 4.65%.

The firm's efficiency in managing these costs contributed to a peer-leading Efficiency ratio (non-GAAP) of 52% in Q3 2025, with specific reporting showing 52.4%.

Revenue diversification through fee-based services resulted in Non-interest income reaching a record $98.2 million in Q3 2025. This record was supported by specific fee engine performance:

The pricing and operational strength led F.N.B. Corporation to raise its full-year 2025 guidance for Net Interest Income to a range between $1.390 billion and $1.405 billion.

Key Q3 2025 Financial Metrics Related to Pricing and Efficiency:

• Net Interest Margin (FTE): 3.25%.
• Total Cost of Funds: 2.23%.
• Non-interest Income: Record $98.2 million.
• Efficiency Ratio (non-GAAP): 52%.