First Internet Bancorp (INBK): ANSOFF MATRIX [Dec-2025 Updated]

As a former BlackRock analyst, I know you need more than just buzzwords when looking at a digital bank like First Internet Bancorp (INBK); you need a clear roadmap for growth that balances risk and reward. So, I've mapped out their near-term playbook using the Ansoff Matrix, translating complex strategy into actionable steps you can track. We're looking at concrete goals, like driving retail deposits up by 15% in core states through market penetration, while also eyeing riskier plays like entering the Canadian market for deposits. Honestly, this framework cuts through the noise to show exactly where First Internet Bancorp plans to put its capital-whether it's deepening existing client ties or launching a new B2B payment platform-and you need to see the specific actions planned for each quadrant below.

First Internet Bancorp (INBK) - Ansoff Matrix: Market Penetration

You're looking at how First Internet Bancorp can deepen its hold in its current markets, which means getting more business from the customers it already serves or targets in its existing geographic and niche areas. This is about maximizing share of wallet and wallet size.

The recent focus on balance sheet optimization, including the sale of $836.9 million in single tenant lease financing loans in Q3 2025, shifts the focus to growing the remaining, more diversified portfolio and strengthening core funding. The Loans-to-Deposits ratio moved from 86.0% at the end of Q1 2025 to 73.9% by the end of Q3 2025, showing a significant increase in deposit capture relative to loans.

To support the goal of boosting retail deposit accounts by a targeted 15%, you should note the current funding base. Total deposits decreased 7.2% from Q2 2025 to Q3 2025, though they were still up 2.5% compared to the same period last year. This suggests that while growth is the aim, recent activity has seen a contraction in the total deposit base from the immediate prior quarter.

Here's a quick look at the deposit composition as of Q3 2025, which shows where penetration efforts might be most effective:

• Noninterest-bearing deposits make up 43% of total deposits.
• Consumer deposits represent 20% of the total mix.
• Fintech deposits account for 17%.
• Commercial deposits are the largest single segment at 43%.

For capturing a larger share of the existing high-net-worth customer base through promotional CD rates, consider the margin environment. The GAAP Net Interest Margin (NIM) for Q3 2025 was 2.04%, up 8 basis points from the linked quarter, with a fully taxable equivalent NIM of 2.12%. New loan originations during Q3 2025 carried a weighted average yield of 7.50%, which is higher than the total portfolio yield of 6.18%. This margin expansion provides some room to offer competitive CD rates while still improving overall profitability, assuming liability costs remain controlled.

Deepening relationships with existing commercial clients via cross-selling treasury management services ties directly into the largest deposit segment. Commercial deposits accounted for 43% of total deposits in Q3 2025. The total commercial loan balances were $3.4 billion as of March 31, 2025. Successfully cross-selling services to this base helps secure the most stable, cost-effective funding, as noninterest-bearing deposits were 43% of the total funding pool.

Expanding loan volume in current niches like specialty finance through a referral program should be viewed against the backdrop of recent credit quality improvements. Franchise finance delinquencies saw a 79% reduction in Q3 2025. Total loans stood at $4.4 billion at the end of Q2 2025. The overall asset quality is showing movement, with Nonperforming Loans to Total Loans at 0.98% in Q3 2025, down slightly from 1.00% in Q2 2025.

Optimizing the mobile app experience to reduce customer churn by a target 5% is critical for retaining the consumer and small business segments, which together represent 30% of deposits. While a specific churn rate isn't public, you can track the trend in delinquencies, which, excluding nonperforming loans, fell from 0.77% in Q1 2025 to 0.62% in Q2 2025.

Here are key operational metrics from the 2025 fiscal year that frame the Market Penetration strategy:

First Internet Bancorp (INBK) - Ansoff Matrix: Market Development

Market Development for First Internet Bancorp (INBK) centers on taking existing, proven products-like SBA loans and deposit accounts-into new geographic or customer segments. This strategy relies on the bank's established digital infrastructure, which allows for a national, branchless footprint. As of June 30, 2025, First Internet Bancorp held total assets of $6.1 billion, providing a solid base for expansion.

Target small-to-mid-sized businesses (SMBs) in new geographic US regions with existing SBA loan products.

The overall US small business lending market is projected to reach an estimated total lending volume of $760 billion in 2025. While First Internet Bancorp already provides SBA financing nationally, expansion efforts should focus on areas showing high application volume but lower approval rates from traditional lenders. For instance, the Pacific Northwest saw a 12% increase in small business lending in 2025, and Southern states like Georgia and North Carolina experienced an 8% rise in loan applications. A key risk is the continued difficulty for certain segments; 40% of loan applications from rural businesses were denied in 2025. This suggests an opportunity to target these underserved rural SMBs outside the Midwest with existing SBA expertise, especially since industry SBA loan default rates are approximately 2.3 times higher in 2025 than in 2022, making First Internet Bancorp's credit resolution efforts a competitive advantage.

Launch a focused digital campaign to acquire retail customers in states with high tech adoption rates.

Since First Internet Bancorp operates on a fully online banking framework, digital acquisition is paramount. Nationally, over 76% of people now use online or mobile banking. The campaign should prioritize states demonstrating high digital engagement. For example, Florida leads with the highest mobile banking search volume at 7,983 searches per 100,000 residents. Targeting digitally native demographics is also key; about 80% of millennials prefer using their smartphones for banking. This focus leverages the fact that the customer acquisition cost for digital banks is 60% lower than for traditional banks.

Partner with national fintech platforms to offer First Internet Bancorp's white-labeled deposit products.

This strategy taps into the growing Banking-as-a-Service (BaaS) segment. As of September 30, 2025, fintech deposits already accounted for 17% of First Internet Bancorp's total deposit mix. The bank's total deposits grew by $353.2 million, or 7.1%, in the second quarter of 2025 alone. The goal is to increase this proportion by integrating existing deposit products-like savings and money market accounts-into third-party platforms. The bank projects a strong Net Interest Margin (NIM) between 2.4% and 2.5% for Q4 2025, which makes attracting low-cost, high-volume deposits via BaaS partners financially attractive.

Enter the Canadian market by offering a limited suite of existing, low-regulatory-risk deposit products.

Expansion into Canada targets low-regulatory-risk deposit gathering to diversify funding sources beyond the US market. The Canadian Commercial Banking industry revenue is estimated at $490.3 billion in 2025. Deposits at large Canadian banks grew 10% between March 2024 and March 2025. In 2022, the deposits segment of the Canadian retail savings & investments market held $1,513.5 billion in total investments, representing 43.8% of that market's value. Offering simple, low-risk products like high-yield savings accounts would align with the historical Canadian preference for term deposits when interest rates were elevated in 2022 and 2023.

Establish a dedicated public finance team to target municipal entities outside of the Midwest.

First Internet Bancorp already has a Public Finance Corp. and public funds represent 6% of its deposit mix as of September 30, 2025. The total commercial loan balances for the bank were $3.5 billion as of June 30, 2025, with public finance being a key component of the remaining loan portfolio after recent sales. The strategy is to expand the client base beyond the Midwest to target cities, towns, villages, counties, and states for infrastructure financing and debt refinancing. This expansion leverages the bank's existing expertise in tax-exempt and taxable municipal lending.

Key operational metrics supporting this Market Development push include:

• Total Loans as of June 30, 2025: $4.4 billion.
• Projected Q4 2025 Net Interest Income: $32.75-$33.5 million.
• Projected Q4 2025 Loan Balance Growth: 4-6%.
• Total Employees: 326.

The success of these market expansions will be measured against the bank's ability to grow its loan portfolio by 4-6% in Q4 2025 while maintaining or improving its NIM toward the projected 2.4% to 2.5% range.

Finance: draft 13-week cash view by Friday.

First Internet Bancorp (INBK) - Ansoff Matrix: Product Development

You're looking at where First Internet Bancorp (INBK) can build new offerings for its existing customer base, which is a classic Product Development move in the Ansoff Matrix. Given the recent balance sheet shift-selling $836.9 million in single tenant lease financing loans in Q3 2025-the focus is clearly on repositioning the asset side while needing stable funding.

Introduce a high-yield, tiered money market account to better compete for large retail deposits.

The need for stable, lower-cost funding is clear, especially as the bank works to optimize its balance sheet following the strategic loan sale. In the second quarter of 2025, deposits surged by $353.2 million, a 7.1% increase from the first quarter, showing the ability to attract funds. However, to compete for larger retail balances, a tiered structure might help maintain a competitive edge on cost of funds, which is crucial when the Net Interest Margin (NIM) was reported at 2.04% (or 2.12% FTE) in Q3 2025.

Develop a proprietary business-to-business (B2B) payment platform for commercial clients.

This targets the commercial segment, which represents a significant portion of the business. As of March 31, 2025, total commercial loan balances stood at $3.4 billion. First Internet Bank already provides treasury management services nationally, so a proprietary platform would aim to increase transaction volumes and deepen relationships with these commercial clients, ideally boosting fee income streams that are important given the recent $41.6 million net loss in Q3 2025.

Launch a digital wealth management or robo-advisory service for existing retail customers.

This expands fee-based services to the existing consumer base. The bank reported total assets of $6.1 billion as of June 30, 2025. Growing assets under management through digital advisory services helps diversify revenue away from pure interest income, which was the primary driver before the bank expanded its SBA lending and loan sales strategy.

Create a specialized green-lending product line for commercial real estate energy efficiency upgrades.

This new product development targets the commercial real estate (CRE) portfolio. As of Q1 2025, CRE loans were a major component of the loan portfolio. The bank is actively managing its loan mix, having reduced its single tenant lease financing concentration to just 5% of the total portfolio post-sale. A green-lending line could attract new, high-quality CRE assets, supporting the overall loan book which stood at $4.3 billion as of March 31, 2025.

Offer a fully digital, instant-approval personal loan product to diversify consumer credit offerings.

Diversifying consumer credit is a strategic move. The company provides consumer loans nationally. This product would aim to increase the consumer loan balance, which is a smaller part of the overall portfolio compared to commercial lending. The bank is expecting earnings per share to grow by 20.44% next year, from an expected $4.11 to $4.95 per share, and new consumer credit products can contribute to this growth trajectory.

Here are some key financial figures from the 2025 reporting periods to frame the scale of these potential product rollouts:

The bank's loans-to-deposits ratio was 86.0% at the end of Q1 2025, improving to a healthier 82.3% in Q2 2025, and then a favorable 73.9% after the Q3 loan sale.

For B2B platform development, consider that the bank's commercial loan balances were $3.4 billion as of March 31, 2025. The deposit mix shows that commercial deposits accounted for 43% of total deposits as of September 30, 2025.

The Q3 2025 results showed adjusted pre-tax, pre-provision income (PTPP) at $18.1 million, a 54% increase from the prior quarter.

• Loan yields on new originations were 7.5% during Q3 2025.
• The allowance for credit losses to total loans was 1.65% as of September 30, 2025.
• Cash and unused borrowing capacity totaled $2.9 billion as of September 30, 2025.

Finance: draft the projected funding cost reduction from a new money market account based on attracting $500 million in new retail deposits by end of 2026.

First Internet Bancorp (INBK) - Ansoff Matrix: Diversification

You're looking at First Internet Bancorp (INBK) as it repositions after a challenging Q3 2025, where a strategic balance sheet restructuring resulted in a net loss of $41.6 million and an adjusted EPS of -$1.43. The bank, with assets of $5.6 billion as of September 30, 2025, is clearly focused on generating more predictable, non-interest income streams, evidenced by the recent sale of $836.9 million in single tenant lease financing loans. This move, while causing a headline loss, was aimed at improving the Common Equity Tier 1 ratio to 9.24% and enhancing balance sheet flexibility, setting the stage for growth in areas like fee income, which is already partially supported by selling SBA loans.

Diversification here means moving beyond the core net interest income, which was $30.4 million in Q3 2025, toward new, fee-generating businesses. The bank's existing deposit mix already shows a reliance on non-traditional sources, with Fintech deposits making up 17% of the total. Here are five avenues for aggressive diversification:

• Acquire a small, non-bank specialty finance company focused on a new asset class, like equipment leasing.
• Establish a venture debt fund to invest in early-stage fintech companies, generating fee income.
• Launch a new B2C insurance brokerage platform, leveraging the existing customer data and digital channel.
• Develop a blockchain-based trade finance solution for cross-border commercial transactions.
• Offer back-office Banking-as-a-Service (BaaS) infrastructure to smaller, non-bank financial institutions.

Acquire a small, non-bank specialty finance company focused on a new asset class, like equipment leasing.

Entering equipment leasing taps into a market projected to reach $1437.04 billion globally in 2025, growing at a Compound Annual Growth Rate (CAGR) of 10.4% from 2024. In the U.S., equipment and software investment is expected to grow at an annualized pace of 4.7% in 2025, though some projections suggest a lower 2.8% growth amid economic uncertainty. The top performing sectors for leasing in the U.S. are Construction, Machine Tools, and Medical Equipment. This move would immediately diversify First Internet Bancorp's asset class exposure away from its concentrated lending portfolios. Honestly, if the acquisition is tuck-in, the integration risk is lower.

Establish a venture debt fund to invest in early-stage fintech companies, generating fee income.

A venture debt fund targets fee income by lending to venture-backed startups, a sector where fintechs are key. Globally, fintech and software-as-a-service (SaaS) startups accounted for over 50% of all venture debt deals in 2024. The worldwide venture debt market hit a record aggregate deal value of $83.4 billion in 2024, expanding 46% year-over-year. While the 2025 environment is tighter, with Federal Reserve rates at 4.25-4.50%, this contraction means disciplined deployment could yield better risk-adjusted returns for a new fund. The quick math suggests that even a small fund capturing a fraction of the fintech segment could generate substantial management and origination fees.

Launch a new B2C insurance brokerage platform, leveraging the existing customer data and digital channel.

This strategy relies on cross-selling to the existing customer base, which includes consumer deposits making up 20% of the total funding mix. The lack of specific 2025 market data for B2C insurance brokerage platforms means we must focus on the potential for customer acquisition cost reduction versus the cost of building or buying the platform.

Develop a blockchain-based trade finance solution for cross-border commercial transactions.

This is a pure product innovation play, leveraging the bank's digital foundation. The global equipment finance service market, which is seeing trends like blockchain integration, is projected to be worth $1437.04 billion in 2025. While First Internet Bancorp focuses regionally on commercial real estate and C&I loans, a trade finance solution could enhance its commercial client offerings and fee structure.

Offer back-office Banking-as-a-Service (BaaS) infrastructure to smaller, non-bank financial institutions.

This directly builds on First Internet Bank's existing digital infrastructure expertise. The global BaaS market is projected to be valued at $22.68 billion in 2025, growing at a CAGR of 17.7% from 2024. North America is the leader, holding about 31% of the global share in 2025. Platform/Infrastructure modules commanded 55.46% of the BaaS market share in 2024, indicating the core engine is the most valuable component. Given that Fintech deposits already represent 17% of First Internet Bancorp's funding, expanding service to other non-bank institutions is a natural adjacency.

Here is a summary of the market context for these diversification targets:

The bank's Q4 2025 guidance projects a Net Interest Margin between 2.4% and 2.5%, up from the Q3 2025 level of 2.12% FTE NIM, suggesting core operations are expected to improve. Still, the success of these diversification moves hinges on generating fee income that can smooth out the volatility seen in Q3 2025. Finance: draft 13-week cash view by Friday.