Hanmi Financial Corporation (HAFC): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to figure out if Hanmi Financial Corporation is just another regional bank or if they have a real plan, and honestly, their late 2025 marketing mix tells a clear story of focused scaling. They are using their 32 physical locations and a dedicated Korea Desk to nurture relationships while aggressively pushing a national digital platform for commercial and SBA loans. See how they are translating this into a strong 3.22% Net Interest Margin and keeping their loan production rate at 6.91%-it's a masterclass in niche execution, especially when you look at their specialized Professional Loans up to $300,000. Read on for the precise breakdown of their Product, Place, Promotion, and Price.

Hanmi Financial Corporation (HAFC) - Marketing Mix: Product

The product element of Hanmi Financial Corporation (HAFC) centers on its comprehensive suite of business and personal banking services, primarily delivered through Hanmi Bank. This offering is built around core deposit gathering and a diversified loan portfolio, with specialized programs designed for specific client segments.

The lending products include significant allocations to commercial sectors. For Commercial Real Estate and Commercial & Industrial (C&I) loans, the maximum amount offered is up to $75 Million, per the stated product parameters. The loan portfolio composition as of March 31, 2025, showed a concentration in commercial lending, with C&I loans at 6.1% of the C&I portfolio being unguaranteed SBA loans, and the overall loan portfolio composition being:

Hanmi Financial Corporation supports small businesses through its status as a Preferred Lender for Small Business Administration (SBA) programs, specifically the SBA 7(a), 504, and Export Loan programs. This designation allows for a faster loan approval process. Management has set an increased quarterly production target for the second half of 2025, aiming for $45 million to $50 million in SBA loan originations per quarter.

For licensed professionals, Hanmi Financial Corporation offers Specialized Professional Loans. For a business purchase, the maximum amount available is up to $300,000, with terms up to 7 years. For employed professionals, the loan amount is up to $50,000, with a fixed rate of 8.50% interest rate as of August 7, 2024, and a standard fee of $500 taken from the proceeds for that category.

Treasury Management services are designed for business efficiency, automating payments and improving collections. These services include:

• ACH Collections and ACH Payments
• Remote Deposit Capture (RDC)
• Hanmi Remote Cash Depositor (HRCD)
• Commercial Cash Vault (CCV)
• Lockbox services
• Wire Transfer
• Business Bill Pay
• Tax Payment

The foundation of Hanmi Financial Corporation's business remains its core deposit products, which support its lending activities. As of September 30, 2025, total deposits reached $6.77 billion, showing a 0.6% increase from the end of the second quarter of 2025. The product mix includes:

• Noninterest-bearing checking accounts
• Savings accounts
• Negotiable order of withdrawal (NOW) accounts
• Money market accounts
• Certificates of Deposit (CDs)

Noninterest-bearing demand deposits were a significant component, accounting for 30.8% of total deposits at the end of the third quarter of 2025. In the first quarter of 2025, the average balance of noninterest-bearing deposits was $1.90 billion, while the average balance of time deposits was $2.35 billion. The corporate Korea client segment drove substantial deposit growth in Q1 2025, with those deposits increasing by 166% compared to Q4 2024, representing 15% of total deposits.

Hanmi Financial Corporation (HAFC) - Marketing Mix: Place

You're looking at how Hanmi Financial Corporation (HAFC) gets its services to the customer base, which involves a mix of physical locations and digital reach.

The physical distribution network for Hanmi Bank, a wholly owned subsidiary of Hanmi Financial Corporation, includes a network of 32 full-service branches and eight loan production offices across nine states. Headquarters is in Los Angeles, California. The physical footprint spans California, Texas, Illinois, Virginia, New Jersey, New York, Colorado, Washington, and Georgia.

The geographic distribution of this physical network supports its focus on multi-ethnic communities and small to middle-market businesses. Here's a breakdown of the states served by the branches and loan production offices:

To support its U.S. Subsidiaries of Korean Companies (USKC) business initiative, Hanmi Bank established its first Seoul, South Korea representative office in the International Finance Center (IFC) as of late 2024, complementing existing Korea Desks in key U.S. markets like Los Angeles, New York, and Texas.

The digital distribution channel is critical for scaling, especially for lending. Hanmi Bank provides a digital banking platform accessible 24/7 online or via the mobile app. Key features available through the mobile application include:

• Mobile check deposit
• Zelle integration
• Online bill pay
• External transfer capabilities

The strategic 'Simple Loans' initiative is designed to scale commercial and SBA lending nationally using a new digital platform, with Hanmi Bank selecting Lenders Cooperative's Lending Platform to automate workflows for this expansion. This initiative targets major markets including Los Angeles, Dallas, Atlanta, New York, and Chicago. This digital focus supports the overall loan portfolio, which reached $6.53 billion at September 30, 2025. Loan production for the third quarter of 2025 accelerated to $570.8 million.

The scale of deposits being managed through this network-both physical and digital-was $6.77 billion at September 30, 2025. Noninterest-bearing demand deposits held steady at approximately 31% of total deposits as of the third quarter of 2025.

Hanmi Financial Corporation (HAFC) - Marketing Mix: Promotion

Hanmi Financial Corporation's promotion strategy centers on reinforcing its core identity as a community-focused institution while highlighting recent financial strength and digital convenience to a diverse audience.

Core Strategy and Community Focus

The fundamental promotional message is built around a relationship-based banking model designed to serve multi-ethnic communities. As of the third quarter of 2025, Hanmi Bank maintained a physical presence across several states, operating 32 full-service branches, five loan production offices, and three loan centers. This physical footprint supports the relationship-based approach, which management noted continued to drive deposit growth, which was up 2.4% annualized in Q3 2025. The strategic emphasis on the US Korean Companies (USKC) initiative is a key promotional pillar, which contributed to loan production growth of 73% in the third quarter compared to the prior quarter.

The specialized support for the USKC customer base is facilitated by the dedicated Korea Desk, which is listed among the bank's key services. This specialized offering directly supports the relationship model targeting specific segments within the multi-ethnic communities Hanmi Financial serves.

Digital Marketing and Loan Lifecycle

Promotion for the 'Simple Loans' program emphasizes a fully digital loan life cycle, aligning with broader industry trends where digital lending transactions are heavily mobile-initiated. While specific adoption metrics for HAFC's program aren't public, the environment shows that 88% of digital lending transactions in 2025 are initiated on mobile devices. The focus on digital is a response to customer preference, as 72% of millennials favor digital lending for its convenience and speed.

Investor Relations and Public Relations Messaging

Investor relations and public relations activities in late 2025 heavily promoted the strong Q3 2025 financial performance. Key figures used to convey success included:

• Net income of $22.1 million for Q3 2025, a 45.9% increase from Q2 2025.
• Earnings per diluted share of $0.73 in Q3 2025, up from $0.50 in Q2 2025.
• Net interest margin expansion by 15 basis points to 3.22%.
• Efficiency ratio improvement to 52.65%.
• Loan production accelerating to $570.8 million, a 73% increase quarter-over-quarter.
• Asset quality strengthening, with nonperforming assets decreasing by 17.7%.

Management recognition was also a promotional point, with Hanmi Bank earning Double Recognition in American Banker's 2025 Most Powerful Women in Banking Honors, announced on October 23, 2025. The company also highlighted its capital strength, reporting a tangible common equity to tangible assets ratio of 9.80% as of September 30, 2025.

Customer Loyalty Program Incentives

The customer loyalty program, 'Joy with Hanmi!', directly incentivizes transaction volume through a points multiplier. The current offer is 2X points on debit card usage. This tactic aims to increase the frequency of debit card transactions, which is a measurable driver of customer engagement.

The following table summarizes key financial metrics publicized during the Q3 2025 promotional cycle:

The company also actively managed its share base, repurchasing 199,698 common shares in Q3 2025 at a weighted average price of $23.45, totaling $4.7 million.

Hanmi Financial Corporation (HAFC) - Marketing Mix: Price

You're looking at how Hanmi Financial Corporation prices its financial products, which really comes down to managing the spread between what it earns on assets and what it pays for liabilities. The pricing strategy reflects the perceived value of their lending and deposit services in the current economic climate.

For the third quarter of 2025, Hanmi Financial Corporation successfully expanded its Net Interest Margin (NIM) to 3.22%. This expansion, a 15 basis point increase, shows effective management of both asset yields and funding costs. The average yield on loans for the quarter was 6.03%, while the average cost of interest-bearing deposits was managed down to 3.56% in Q3 2025. This is a key indicator of competitive pricing on the liability side, helping to widen that margin.

When looking at new business, the weighted average interest rate on Q3 2025 loan production was 6.91%. This rate on new production is higher than the overall average loan yield, suggesting a positive repricing trend in the loan book. The total deposits base stood at $6.77 billion as of the end of Q3 2025, which is a solid foundation for funding operations.

The structure of that deposit base is critical to pricing stability. Noninterest-bearing demand deposits constitute a strong 30.8% of total deposits. This low-cost funding source helps keep the overall cost of funds competitive. Here's a quick math look at some key Q3 2025 pricing metrics:

On the shareholder return side of pricing, the company declared a quarterly cash dividend of $0.27 per common share for the third quarter of 2025. This consistent return is part of the overall value proposition for investors. The company also saw significant loan activity, with Q3 2025 loan production reaching $570.8 million.

The pricing strategy involves several levers you should watch:

• Managing the cost of interest-bearing deposits down to 3.56%.
• Achieving a 6.91% weighted average rate on new loan originations.
• Maintaining a strong base of low-cost funding, with 30.8% in noninterest-bearing demand deposits.
• Returning capital via the $0.27 per share quarterly cash dividend.

The ability to grow loan production, which surged by 73% from the prior quarter to $571 million in Q3 2025, while simultaneously improving the NIM, shows defintely that their pricing is hitting the mark for both attracting borrowers and managing funding expenses. Finance: draft 13-week cash view by Friday.