Peapack-Gladstone Financial Corporation (PGC): Marketing Mix Analysis [Dec-2025 Updated]

You're trying to map out the current market stance for Peapack-Gladstone Financial Corporation (PGC) following its major January 2025 rebranding to Peapack Private, and honestly, it's a smart pivot for a regional player. After twenty years analyzing this sector, I see a clear strategy: unify the client experience to aggressively target the Metro New York market. We'll break down exactly how this plays out across the four P's, looking at how their product mix supports a $12.9 billion AUM/AUA, how their pricing strategy delivered a 2.81% Net Interest Margin in Q3 2025, all while managing $7.4 billion in total assets. Keep reading; this distilled summary cuts right to their near-term actions.

Peapack-Gladstone Financial Corporation (PGC) - Marketing Mix: Product

You're looking at the core offerings of Peapack-Gladstone Financial Corporation as of late 2025. The products center on high-touch, integrated financial services across private banking, wealth management, and commercial lending, all supported by modern banking infrastructure. The bank rebranded its primary banking subsidiary to Peapack Private Bank & Trust effective January 1, 2025, signaling a focus on its boutique private bank positioning in the Metro New York area.

The firm's product suite is segmented to serve high-net-worth individuals and middle-market commercial clients through a single point of contact approach.

Private banking and wealth management services

The Wealth Management division, operating through Peapack-Gladstone Wealth Management, is the cornerstone of the product strategy. This division provides comprehensive advisory services. For the third quarter of 2025, Wealth Management fee income was $15.8 million, which represented 22% of total revenue for the quarter. Client acquisition remains strong; new business inflows for Q3 2025 totaled $214 million.

The scale of this product offering is substantial, as shown by the growth in assets under management and/or administration (AUM/AUA):

Commercial lending, including C&I and commercial real estate

Commercial lending is a key driver of the Banking segment, with a focus on middle-market clients. Total loans reached $6.0 billion as of September 30, 2025, up from $5.8 billion at June 30, 2025. Commercial and industrial (C&I) lending is a primary component of this portfolio. C&I balances accounted for 44% of the total loan portfolio at September 30, 2025, matching the percentage reported at the end of Q2 2025. The product also includes specialized fee generation from commercial relationships, with fee income on unused commercial lines of credit totaling $825,000 for Q3 2025.

Retail banking products like checking and savings accounts

The retail product shelf supports the commercial and wealth management efforts by building a core deposit base. Total deposits stood at $6.6 billion at September 30, 2025, reflecting a 7% growth, or $433 million, since the end of 2024. A significant portion of this growth is in low-cost accounts. Noninterest-bearing demand deposits represented 20% of total deposits as of September 30, 2025. These core relationship deposits increased by $211 million, or 19%, over the first nine months of 2025.

Trust and fiduciary services for high-net-worth clients

Trust and fiduciary services are deeply integrated within the broader wealth management offering, designed to address complex client objectives. These services are delivered by a team of trust officers alongside bankers and investment professionals. The product scope includes:

• Investment advisory services.
• Retirement and estate planning.
• Fiduciary and trustee services.
• Insurance solutions.

Digital banking and treasury management solutions

Peapack-Gladstone Financial Corporation continues to invest in technology to support its client-centric model. Clients utilize an expanding suite of digital banking tools for both personal and business needs. Treasury management services are a key offering within the commercial franchise, complementing the C&I lending portfolio. The company's focus on technology investment is intended to create sustainable long-term value.

Peapack-Gladstone Financial Corporation (PGC) - Marketing Mix: Place

The Place strategy for Peapack-Gladstone Financial Corporation centers on deploying its high-touch, private banking model across select, affluent geographic markets, balancing a core physical presence with digital accessibility.

Core physical presence centered in New Jersey

Peapack-Gladstone Financial Corporation maintains its foundation as a New Jersey bank holding company. The distribution of its core banking services is anchored in the state, serving its established client base. While the exact current number of retail locations is not explicitly stated for late 2025, the historical context suggests a focused footprint in affluent New Jersey counties. The firm's overall financial scale supports this localized, high-service approach, with total assets reaching $7.2 billion as of June 30, 2025.

Limited branch network focused on affluent markets

The physical network is intentionally limited, reflecting a strategy to concentrate resources where the target affluent clientele resides and conducts business. This is not a mass-market distribution play; rather, it is about strategic placement for relationship-driven services. The firm's wealth management division, which manages $12.3 billion in assets as of June 30, 2025, relies on these physical hubs for private wealth consultations.

Here's a look at the firm's financial scale supporting its distribution strategy:

Digital banking platform for broader geographic reach

To serve clients beyond the immediate vicinity of its physical offices, Peapack-Gladstone Financial Corporation utilizes digital channels. The availability of online and mobile banking solutions is standard for its personal banking offerings. This digital layer supports the client-centric model by providing necessary transactional access, allowing the physical locations to focus on complex advisory work. The strategy here is to ensure convenience complements the high-touch service model.

The digital platform supports:

• Online and mobile banking access.
• Customized solutions delivery.
• Relationship management support.
• Transaction processing efficiency.

Client relationship centers for private wealth consultations

The physical locations function less as traditional retail branches and more as client relationship centers, especially for the Peapack Private division. These centers are designed to facilitate deep engagement for wealth management, investment banking, and complex commercial solutions. The emphasis is on a single point of contact service model, which necessitates dedicated, high-quality physical space for client meetings.

Strategic expansion into the New York metropolitan area

A key element of the Place strategy is the deliberate expansion into the New York metropolitan area, targeting the affluent market there. The flagship location in Midtown Manhattan at 300 Park Avenue is central to this. This location features 6,000 square feet of first-floor luxury retail space and 18,000 square feet of office space on the 13th floor. This New York City presence houses over 100 private bankers and relationship managers. The expansion is showing tangible results, having onboarded over 700 new relationships with more than $1.3 billion in new core relationship deposits and $464 million in loan balances as of June 30, 2025, directly attributable to the Metro New York expansion efforts. Furthermore, Peapack-Gladstone Financial Corporation is actively pursuing physical space in Garden City and Melville on Long Island, New York, signaling continued commitment to the tri-state area distribution footprint.

Peapack-Gladstone Financial Corporation (PGC) - Marketing Mix: Promotion

Promotion for Peapack-Gladstone Financial Corporation, now operating as Peapack Private Bank & Trust following the January 1, 2025 rebrand, centers on reinforcing its boutique, high-touch service model across its expanded footprint.

Focus on relationship banking and personalized service

The core promotional message emphasizes the single point of contact private banking strategy. This focus is directly tied to measurable success in the Metro New York expansion. The successful onboarding of new clients through this relationship-driven approach is a key communication point.

• Over 700 new relationships established in Metro New York as of June 30, 2025.
• The New York City expansion brought in more than $1.3 billion in new core relationship deposit balances.
• The Wealth Management Division reported Assets Under Management/Assets Under Administration (AUM/AUA) totaling $12.3 billion at June 30, 2025.

Targeted digital advertising to high-net-worth individuals

While specific digital advertising spend figures aren't public, the strategy supports the boutique positioning and geographic expansion into the New York metropolitan market. The communication aims to reach high-net-worth individuals and middle-market commercial clients who value bespoke service over mass-market banking. The rebranding itself serves as a major promotional event to capture attention in this target demographic.

Community involvement and local event sponsorships

Peapack-Gladstone Financial Corporation actively promotes its commitment to the communities it serves, using local recognition as a trust-building mechanism. This is quantified through consistent support metrics, which are highlighted in corporate communications.

The company also promotes its internal culture, which supports external community engagement. Peapack Private Bank & Trust was named one of the 2025 Best Banks to Work For by American Banker, an award achieved for the eighth consecutive year (2018-2025). Furthermore, it was named one of Crain's New York Business 2025 Best Places to Work in NYC.

Investor relations communications highlighting strong capital position

Investor communications focus on financial strength and stability to reassure the market, especially given the strategic growth initiatives. These figures are crucial for conveying a secure foundation for relationship banking expansion.

• Tier 1 Leverage Ratio for the Bank stood at 9.99% as of June 30, 2025.
• Tier 1 Leverage Ratio for the Company stood at 8.94% as of June 30, 2025.
• Tangible book value per share increased 4% to $33.19 per share at June 30, 2025.
• Net Interest Margin (NIM) for Q2 2025 was 2.77%.

Direct outreach by private bankers and wealth advisors

Direct outreach is operationalized through the hiring and deployment of experienced teams, which is then promoted as a benefit to the client. The success of this outreach is directly reflected in deposit and relationship growth figures. The company announced the hiring of Alex Lurye as Senior Managing Director to join the New York-based commercial banking team in October 2025. This continuous staffing reinforces the commitment to direct, experienced advisory contact.

Peapack-Gladstone Financial Corporation (PGC) - Marketing Mix: Price

You're looking at how Peapack-Gladstone Financial Corporation prices its services, which is really about translating the value of its private banking and wealth management expertise into dollars and cents for the client. This isn't just about setting a rate; it's about how the entire structure-from loan spreads to deposit costs-drives profitability, especially as the company pushes its Metro New York expansion.

Net Interest Margin (NIM) as a key profitability metric

The Net Interest Margin (NIM) shows how effectively Peapack-Gladstone Financial Corporation uses its assets and liabilities to generate income. You can see a clear upward trend in this key metric through the first three quarters of 2025, which reflects their strategy of attracting lower-cost core deposits.

This consistent improvement, moving from 2.46% in Q4 2024 to 2.81% in Q3 2025, is a direct result of their balance sheet management, including the strategic reduction of short-term borrowings.

Fee income generated from wealth management services

Fee income from the Wealth Management Division is a crucial, non-interest component of Peapack-Gladstone Financial Corporation's pricing strategy, supporting overall revenue diversification. In Q3 2025, this division generated $15.8 million in fee income. That amount represented 22% of the total revenue for the quarter.

• Wealth Management fee income for Q2 2025 was $15.9 million.
• Wealth Management fee income for Q3 2024 was $15.2 million.
• Assets Under Management (AUM/AUA) grew to $12.9 billion at September 30, 2025, up from $11.9 billion at the end of 2024.

The pricing for these services is clearly tied to the assets managed, as evidenced by the $1.0 billion growth in AUM/AUA during the first nine months of 2025.

Competitive pricing on commercial and industrial (C&I) loans

For lending products, pricing is set to be competitively attractive while reflecting the higher-spread nature of C&I assets. Commercial and industrial (C&I) balances made up 44% of the total loan portfolio as of September 30, 2025, showing the importance of this segment to the overall lending price realization.

While specific Q3 2025 loan rates aren't published, historical data shows the focus on profitable spreads. During the fourth quarter of 2024, new C&I loans originated carried an average spread of more than 4% above the company's cost of funds. This focus on spread over the cost of funds is how Peapack-Gladstone Financial Corporation prices its C&I offerings to maintain strong Net Interest Income.

Tiered interest rates on deposits to attract larger balances

The pricing of liabilities, specifically deposits, is structured to attract low-cost funding, which directly supports the NIM. Peapack-Gladstone Financial Corporation's strategy emphasizes core relationship deposits, which are lower-cost funding sources.

• Noninterest-bearing demand deposits were 20% of total deposits as of September 30, 2025.
• Total deposits reached $6.6 billion at September 30, 2025.
• In Q2 2025, newly funded accounts carried an average weighted cost of 1.88%.

The success of the New York City expansion is cited as delivering lower-cost core deposit relationships, suggesting that the tiered pricing structure for these relationship accounts is highly competitive in that market.

Service fees for specialized private banking accounts

Pricing for specialized services involves specific, non-interest-based fees. For instance, fee income generated from unused commercial lines of credit was $825,000 for Q3 2025, showing a charge for maintaining committed, but unused, credit capacity. Also, for specialized retirement accounts, an $75 IRA Plan closeout fee could reduce earnings if the account is closed early. This fee structure is part of the overall pricing for specialized private banking services.