First Seacoast Bancorp, Inc. (FSEA): Marketing Mix Analysis [Dec-2025 Updated]

You're looking to map out the near-term strategic positioning of First Seacoast Bancorp, Inc. as we head into late 2025. Having spent years analyzing bank balance sheets, I can tell you their 4 Ps-Product, Place, Promotion, and Price-reveal a classic community bank playbook, but with necessary digital updates. They are clearly doubling down on their concentrated physical footprint of about 7 full-service branch locations in New Hampshire, balancing that local trust with standard digital tools for routine tasks. This mix of relationship focus and operational efficiency is key to understanding their competitive edge right now, so dive in below for the precise breakdown of how they are pricing loans and structuring their product suite for the current rate environment.

First Seacoast Bancorp, Inc. (FSEA) - Marketing Mix: Product

The product offering from First Seacoast Bancorp, Inc. centers on core community banking services, heavily weighted toward real estate-backed lending and supported by a full range of deposit and digital tools. As of late 2025, the balance sheet reflects this focus, with total consolidated assets at $580.8 million at December 31, 2024, and total loans reaching $439.0 million as of the same date. The Bank's operational strategy involves attracting deposits, which totaled $454.2 million at year-end 2024, and investing those funds primarily into loans and investment securities.

The suite of retail deposit accounts available to personal customers includes several checking, savings, and money market options. You can find accounts such as Essential Checking, NOW Checking, Statement Savings, Peak Money Market, Coastline Money Market, and Milestone Money Market. For business clients, First Seacoast Bancorp, Inc. provides a distinct set of deposit products, including Business Prime Checking, Business Enterprise Checking, Business First Checking, Business Savings, Business Select Money Market, and Business CDs. For instance, Business First Checking requires a minimum balance of $2,500 to avoid a $15 fee, and Business Select Money Market requires $2,500 to obtain a 0.25% APY as of June 3, 2025.

The lending focus is clearly on real estate. The loan portfolio composition at December 31, 2023, showed that One- to four-family residential real estate loans accounted for $268,943 thousand, representing 62.5% of the portfolio. Commercial real estate loans were the next largest segment at $86,566 thousand, or 20.1% of the portfolio. First Seacoast Bancorp, Inc. also provides commercial loans, home equity lines of credit, and other consumer loans.

Small business banking services are designed to support local companies with access to capital and operational efficiency tools. These services include commercial loans, lines of credit, and cash management solutions. The Bank supports business operations with payment processing through the Clover Merchant Services system. Furthermore, the wealth management division, FSB Wealth Management, offers investment management services, with assets under management totaling approximately $141.5 million at December 31, 2024, which generated investment services fees of $431,000 in 2024.

The underwriting model is characterized as conservative and relationship-driven, with the Bank stating that asset quality, liquidity, and capital reserves remain exceptionally strong. This approach supports the core business of taking deposits and investing them in collateralized loans. On the digital front, standard offerings include online banking and mobile banking services, providing secure access to accounts from any device. While specific adoption rates for First Seacoast Bancorp, Inc. are not public, the general trend in the US for 2025 shows that 77 percent of consumers prefer to manage their bank accounts through a mobile app or a computer.

Here is a quick look at the core product categories offered by First Seacoast Bancorp, Inc.:

You should review the specific tier rates for the Coastline Money Market, where balances below $75,000 may incur a $15 fee, or the Business First Checking, which has a transaction fee of $0.50 per item over 250 transactions per cycle. These details show the granular structure behind the product tiers. Finance: draft 13-week cash view by Friday.

First Seacoast Bancorp, Inc. (FSEA) - Marketing Mix: Place

You're looking at how First Seacoast Bancorp, Inc. brings its banking services to the people and businesses that need them. For a community bank, Place is all about proximity and accessibility within a defined geographic footprint.

First Seacoast Bancorp, Inc. maintains a concentrated physical presence strictly within the New Hampshire Seacoast region. This focus ensures deep local market knowledge and relationship-driven service delivery, which is central to its community bank model.

The physical distribution network is deliberately kept lean to support relationship banking rather than broad geographic coverage. As of late 2025 reporting, First Seacoast Bancorp, Inc. operates a limited network consisting of its headquarters in Dover, New Hampshire, and 5 full-service branch locations across key communities in the Seacoast area. This network includes offices in Barrington, Durham, Portsmouth, and Rochester, in addition to the Dover main office.

The local branch remains the primary distribution channel for complex needs and relationship building. This is where you sit down for commercial lending discussions or specialized wealth management advice. Still, for day-to-day banking, the focus has clearly shifted.

Digital channels handle the bulk of routine interactions. First Seacoast Bancorp, Inc. emphasizes its website and mobile app for accessible account management. While specific 2025 digital transaction volume isn't public, the strategy relies on these platforms for efficiency, supporting a customer base where total deposits were reported at $12.2 billion as of December 31, 2024.

Convenient cash access is maintained through an ATM network across the service area. This supports the physical branch footprint without requiring a full-service office at every access point. The bank's commitment to local impact is also reflected in its asset composition, with its loan portfolio heavily weighted toward local needs as of December 31, 2024: one- to four-family residential real estate loans comprised 62.7% of the portfolio, with commercial real estate loans at 19.6%.

Here's a quick view of the distribution footprint and related financial scale as reported near the end of the 2024 fiscal year, which informs the late 2025 operational strategy:

The distribution strategy is clearly about depth over breadth. You see this in the high average deposits per banking center, which was $159 million at year-end 2024, suggesting high utilization of the existing physical locations. This density supports the relationship-first approach. Finance: draft 13-week cash view by Friday.

First Seacoast Bancorp, Inc. (FSEA) - Marketing Mix: Promotion

You're looking at how First Seacoast Bancorp, Inc. communicates its value proposition across the Seacoast region. The promotion strategy centers on its deep, local roots, which is key for a bank headquartered in Dover, New Hampshire, operating five branch offices across the Seacoast region.

Community-focused advertising through local media and sponsorships is a core element, reflecting their commitment to positively impacting the communities they serve since 1890. First Seacoast Bancorp, Inc. is proud to lend support through donations to nonprofit organizations and sponsorship of local events, focusing on areas like education, financial wellness, economic development, housing, and culture and arts.

The emphasis is on long-term customer relationships and local decision-making, which supports their mission to 'Put the people and places we serve first.' This relationship focus is supported by the growth in their wealth management division, where total assets under management increased to $141.5 million at December 31, 2024, up from $123.5 million at December 31, 2023. Investment services fees, a component tied to these relationships, rose from $332,000 in 2023 to $431,000 in 2024.

Digital marketing targets local demographics via social media and search, though specific spend figures aren't public. The financial results for the third quarter ended September 30, 2025, show the outcome of their overall strategy, including promotion efforts. Net interest income for Q3 2025 reached USD 3.45 million, compared to USD 2.98 million a year ago. Net income for the quarter was USD 0.39 million, a significant increase from USD 0.044 million in the prior year's third quarter.

Promote specific loan or deposit specials seasonally to drive volume. While the specifics of 2025 seasonal specials are not detailed in public filings, the drive for volume is evident in the nine-month results ending September 30, 2025, where net interest income was USD 10.05 million, up from USD 8.9 million the previous year. Diluted earnings per share from continuing operations for Q3 2025 was USD 0.08, compared to USD 0.01 a year ago.

Rely heavily on word-of-mouth referrals within the community. The bank highlights its commitment to financial literacy programs and employee volunteerism as ways to strengthen community ties, which naturally supports organic referrals. The nine months ended September 30, 2025, showed a net loss of USD 0.758 million, compared to a net income of USD 0.895 million in the same period last year.

The bank operates with five branch offices in the Seacoast region of New Hampshire.

The commitment to community is further evidenced by programs such as:

• Charitable Giving to 501c3 organizations.
• Financial Literacy Programs.
• Employee Volunteerism initiatives.

Finance: review the Q4 2025 marketing spend allocation across digital versus local media by next Tuesday.

First Seacoast Bancorp, Inc. (FSEA) - Marketing Mix: Price

You're looking at how First Seacoast Bancorp, Inc. structures the money side of its customer relationships, which is all about setting prices for borrowing and paying for services. This isn't just about the sticker price; it's about how competitive the rates are against other regional community banks and how fees align with industry norms. For the third quarter ended September 30, 2025, First Seacoast Bancorp, Inc. reported net interest income of $3.45 million, showing the direct result of their pricing strategy on their core business.

Deposit Rates and Relationship Tiers

Deposit rates are set to remain competitive with regional community banks. First Seacoast Bank clearly uses balance tiers to incentivize higher balances, which directly supports the strategy of offering relationship pricing tiers for high-net-worth or business clients. For instance, personal Peak Money Market accounts show a clear progression based on the amount held as of November 4, 2025.

Business accounts also reflect this tiered approach, with the Business Select Money Market offering an APY of 1.50% for balances of $75,000 and above, down from 0.25% for the minimum $2,500 balance.

Loan Pricing Structure

Loan pricing reflects local market risk and relationship strength. Mortgage rates are tied to prevailing national rates but adjusted for local market conditions. You can see this in the specific offerings available as of December 2, 2025.

For consumer loans, First Seacoast Bank assesses a $25 processing fee at closing for all consumer loans. Also, rate reduction options may be available for new customers opening a new FSB checking or savings account and by establishing loan auto payment from the FSB checking or savings account, which is a direct link between product pricing and relationship depth.

Service Fees

Fees for non-sufficient funds (NSF) and other services are standard for the industry. The fee structure for deposit accounts shows specific triggers for maintenance fees based on minimum daily or statement cycle balances.

• NOW Checking: $10 fee if balance falls below $1,000.
• Peak Money Market: $10 fee if balance falls below $2,500.
• Coastline/Milestone Money Market: $15 fee if balance falls below $75,000.
• Business First Checking: $15 fee if balance falls below $2,500.
• Business Select Money Market: $15 fee if balance falls below $2,500.

For tiered accounts with withdrawal limits, a fee of $2 is charged for each withdrawal or transfer that exceeds the maximum of 6 per statement cycle.