United Bankshares, Inc. (UBSI): Marketing Mix Analysis [Dec-2025 Updated]

You're looking past the headlines to see exactly how United Bankshares, Inc. is playing the regional banking game as we close out 2025. Honestly, their strategy boils down to a disciplined mix: leaning into over 220 Mid-Atlantic branches for that local touch while keeping an eye on the bottom line, projecting a solid Net Interest Margin near 3.25% for the year. It's a playbook balancing relationship banking with digital efficiency. I've broken down their Product, Place, Promotion, and Price below, giving you the precise levers they are pulling to maintain stability in this market. Read on for the analyst's take on what this means for their next move.

United Bankshares, Inc. (UBSI) - Marketing Mix: Product

United Bankshares, Inc. offers a comprehensive suite of banking and lending products, treasury management, wealth management, mortgage services, and personal and business credit cards. As of September 30, 2025, the company reported consolidated assets of approximately $33 billion and operated over 240 offices across eight states and Washington D.C.

Comprehensive commercial lending, including C&I and commercial real estate.

The commercial lending segment is a cornerstone of United Bankshares, Inc.'s product line. Loan balances increased by $470 million in the third quarter of 2025, driven by growth in Non Owner Occupied Commercial Real Estate (CRE) loans and Residential Real Estate loans. The loan portfolio at the end of the third quarter of 2025 appears to be around $24,531 million, based on reported end-of-period figures. The bank's Non Owner Occupied CRE exposure relative to its Total Risk Based Capital stood at approximately 294% at the end of 3Q25. Specifically, Non Owner Occupied Office loans were approximately $0.8 billion, representing about 3.5% of total loans. The overall loan portfolio structure, based on prior period detail, shows diversification across property types:

The net interest margin (NIM) for the third quarter of 2025 was 3.80%, contributing to a record Net Interest Income (NII) of $280.1 million for the quarter.

Full suite of retail deposit products, from checking to money market accounts.

United Bankshares, Inc. supports its lending activities with a broad offering of retail deposit products. The cost of average interest-bearing deposits decreased by 44 basis points from the third quarter of 2024 to the third quarter of 2025. Average interest-bearing deposits grew by $2.6 billion, or 15%, when comparing the third quarter of 2025 to the third quarter of 2024. Structurally, approximately 12% of total deposits have interest rates tied to a floating rate index, based on earlier reporting.

• Deposit growth contributed to the increase in average earning assets in 3Q25.
• Average interest-bearing deposits increased 2%, or $415.5 million, from the second quarter of 2025 to the third quarter of 2025.

Residential mortgage origination and servicing for the Mid-Atlantic footprint.

Residential mortgage origination and servicing are offered across the company's footprint. While specific origination or servicing volumes for late 2025 were not detailed, mortgage banking revenue is noted as being subject to industry trends. The Residential Real Estate loan category was a driver of loan balance increases in the third quarter of 2025. Approximately 48% of the total loan portfolio is adjustable rate, which impacts the repricing characteristics of residential mortgages.

Wealth management and trust services for high-net-worth clients.

The product set includes wealth management, trust, and investment advisory services for individual, corporate, and institutional clients. The company delivered strong profitability metrics in this area, evidenced by the annualized Return on Average Tangible Equity (ROATCE) reaching 15.45% in the third quarter of 2025. Noninterest Income, which includes fees from brokerage services, increased by $1.4 million quarter-over-quarter in 3Q25.

Digital banking tools and mobile app functionality for daily transactions.

United Bankshares, Inc. provides digital banking tools and mobile app functionality for daily transactions. The company reported an efficiency ratio of 45.39% in the third quarter of 2025, reflecting tightly managed expenses across all operations, including digital service delivery. Net Income for the third quarter of 2025 was a record $130.7 million, with diluted Earnings Per Share (EPS) of $0.92.

United Bankshares, Inc. (UBSI) - Marketing Mix: Place

You're looking at how United Bankshares, Inc. (UBSI) makes its services physically available to clients across its footprint. For a regional bank, 'Place' is fundamentally about physical density and digital reach.

The distribution strategy centers on a physical branch network that is intentionally dense in its core markets, supplemented by robust digital access for modern convenience. This approach balances the traditional relationship banking model with the necessity of 24/7 self-service capabilities.

The physical network is structured around the following geographic anchors:

• Extensive physical branch network of over 220 locations across the Mid-Atlantic.
• Primary operating states include West Virginia, Virginia, Maryland, and Washington, D.C.
• Strong focus on community presence in smaller, high-growth metropolitan areas.
• Digital channels provide 24/7 access for account management and bill pay.
• Corporate headquarters remain in Charleston, West Virginia.

To give you a sense of the scale of their physical distribution as of late 2025, consider these key metrics derived from recent filings. Post-acquisition activity, the network is quite substantial, supporting their regional strategy.

The geographic spread of these offices is key to understanding their 'Place' strategy. They are not trying to be national; they are aiming for market leadership in specific, contiguous regions. This means you see a high concentration of service points where they choose to compete.

Here's a look at the states where United Bankshares, Inc. maintains its physical presence, which underpins their distribution strategy:

• West Virginia
• Virginia
• Maryland
• Washington, D.C.
• Ohio
• Pennsylvania
• North Carolina
• South Carolina
• Georgia

The digital component is the necessary layer on top of this physical structure. While the branch count is significant, the ability for clients to manage their finances outside of business hours is critical for customer retention. For instance, the dividend payout for the fourth quarter of 2025 was declared at $0.38 per share, which is managed and communicated digitally, just as easily as a local deposit.

The dual headquarters structure-Charleston, West Virginia, and Fairfax, Virginia-reflects the geographic center of their legacy operations and their expansion into the high-growth D.C. metro area, respectively. Finance: draft 13-week cash view by Friday.

United Bankshares, Inc. (UBSI) - Marketing Mix: Promotion

You're looking at how United Bankshares, Inc. (UBSI) talks about itself to the market, which is critical when you're a regional player competing against national giants. The promotion strategy clearly leans into its heritage and local presence.

Community-focused advertising emphasizing local decision-making and relationship banking.

United Bankshares, Inc. promotes its deep roots, noting its banking tradition stretches back to 1839. This longevity, over 180 years, is a key differentiator used in messaging to convey stability. The operational footprint supports this, with United Bank operating over 240 offices across nine states and the District of Columbia. This footprint includes Washington, D.C., Virginia, West Virginia, Maryland, North Carolina, South Carolina, Ohio, Pennsylvania, and Georgia. The bank emphasizes its commitment to the local communities it serves as a core part of its identity.

Targeted digital marketing campaigns for deposit gathering and loan origination.

While specific digital ad spend isn't public, the organic growth targets suggest digital efforts are aimed at driving core business metrics. Management projects loan and deposit growth in the low to mid-single digits for the remainder of 2025. This organic push complements the growth from acquisitions, like the one finalized in January 2025. The focus is on disciplined growth in key markets.

Sponsorships of local sports teams and community events across their footprint.

United Bankshares, Inc. supports local causes through its charitable arm, which prioritizes specific areas. You can see this commitment in their support for local events and organizations. For instance, they host and sponsor the United Cardinal Classic Golf Tournament to benefit the INOVA Kellar Center. The bank's charitable giving guidelines focus on three key areas for grant requests:

• Community/Economic Development, supporting affordable housing and small business development.
• Education, including sponsoring financial literacy programs in grades pre-K through 12.
• Arts & Culture, with special consideration for programs serving low and moderate-income communities.

If your organization requests a donation over $10,000 from the United Bank Charitable Foundation, Inc., you're required to submit three quotes with the application form. That's a defintely concrete detail on their process.

Direct mail and email campaigns to existing customers for cross-selling services.

The promotion structure includes direct communication channels for existing clients. United Bankshares, Inc. offers Investor Email Alerts, where interested parties can opt-in for updates on News, Quarterly Reports, Annual Reports, SEC Filings, End of Day Stock Quote, and Events & Presentations. This same infrastructure is used to communicate product offerings to the customer base, though specific cross-selling metrics aren't detailed here.

Investor relations efforts highlighting consistent dividend history and stability.

Investor relations messaging heavily features the bank's commitment to shareholder value through consistent returns. The third quarter of 2025 saw net income of $130.7 million, or $0.92 per diluted share. Management projects Fiscal Year 2025 Net Interest Income (NII) to be in the range of $1.093 billion to $1.100 billion. The stability narrative is anchored by the dividend record, which marked its 52nd consecutive annual increase in 2025. The total dividends for 2025 reached $1.49 per share. The company's consolidated assets stood at approximately $33.407 billion as of September 30, 2025.

Here's a quick look at the key shareholder metrics as of late 2025:

United Bankshares, Inc. (UBSI) - Marketing Mix: Price

Net Interest Margin (NIM) for United Bankshares, Inc. reached 3.80% in the third quarter of 2025, an expansion from 3.52% in the third quarter of 2024. For the first nine months of 2025, the NIM was 3.77%, an increase of 28 basis points from 3.49% for the first nine months of 2024. The reported NIM decreased slightly to 3.80% from 3.81% in the linked quarter (Q2 2025).

Pricing for deposit products involves competitive, tiered interest rates on savings and Certificates of Deposit (CDs), with Annual Percentage Yields (APYs) varying based on balance thresholds, as seen in early 2025 data. For one savings product, the APY tiers were:

• Balances from $0 to $24,999 earn 0.050% APY.
• Balances from $25,000 to $249,999 earn between 1.050% and 1.250% APY.
• Balances of $250,000 or more earn 1.250% APY.

CD rates as of April 2, 2025, included:

Fee income generation is a component of total revenue, with Noninterest income reported at $43.2 million for the third quarter of 2025. This Q3 2025 figure was driven by net gains on investment securities of $10.4 million and fees from brokerage services of $1.4 million. Net interest income constituted 83.3% of total revenue over the last five years, indicating a minimal reliance on non-interest income.

Loan pricing reflects market conditions and credit risk, with the loan portfolio structure showing a mix of fixed and adjustable rates as of Q3 2025. Approximately 52% of the loan portfolio is fixed rate, and about 48% is adjustable rate. Fixed rate loans maturing within 12 months totaled approximately $2.1 billion at a weighted average rate of approximately 5.4%. Loan purchase accounting accretion was estimated at approximately $32 million for the full fiscal year 2025.

The structure suggests a relationship pricing model through fee avoidance thresholds. For instance, one savings account imposes a monthly service fee of $8.50 if the daily balance falls below $5,000 any day of the month. Another savings account has a monthly service fee of $3.00 if the daily balance falls below $100 any day of the month.