CrossFirst Holdings
CrossFirst Holdings is a privately-held financial services holding company founded in 2007 and headquartered in Leawood, Kansas, operating in banking and finance with a small corporate employee base.
- Company typePrivate
- Founded2007
- HeadquartersLeawood, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What CrossFirst Holdings does
CrossFirst Holdings is a privately-held financial services holding company headquartered in Leawood, Kansas. Founded in 2007, the firm operates as a for-profit entity focused on banking and finance, with a stated corporate employee base of 11-50 personnel — a footprint consistent with a holding-company parent that conducts operations through one or more bank or financial-services subsidiaries. No direct description of customer segments served, geographic markets addressed, or specific financial products offered is disclosed in the available source material, limiting functional characterization of the operating business beneath the parent entity.
The company completed six funding rounds between December 2011 and October 2016, raising approximately $43.2 million in aggregate. Capital formation was front-loaded, with the two largest rounds occurring in 2013 ($21.9M in April and $16.6M in August) and substantially smaller rounds in 2015-2016 ($150K, $396K, and $500K respectively). Leadership comprises Ron Baldwin as Chairman, George Jones as Vice Chairman, and David O'Toole as CFO & Chief Investment Officer — a configuration that separates investment oversight from finance functions and is structurally typical of bank holding companies with embedded asset-management or wealth-management ambitions.
Beyond firmographics, funding history, and named leadership, the source material does not disclose detailed product offerings, technology infrastructure, customer base, loan or deposit composition, branch footprint, regulatory standing, or consolidated operating financials. The investment profile therefore rests primarily on capital-formation cadence and management composition as observable signals, with substantive operational, technological, and customer-level detail unavailable in the provided data.
CrossFirst Holdings firmographics
Firmographics- Name
- CrossFirst Holdings
- Legal name
- Busey Bank
- Website
- https://crossfirst.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- CrossFirst Holdings is a privately-held financial services holding company founded in 2007 and headquartered in Leawood, Kansas, operating in banking and finance with a small corporate employee base.
- Ownership category
- akta.pro rank
Where CrossFirst Holdings is headquartered
LocationHeadquarters
- HQ city
- Leawood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
CrossFirst Holdings business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations
Revenue model
- Net Interest Income: Primary revenue from interest earned on loans (commercial, consumer, mortgage) and investments minus interest paid on deposits. Core banking revenue driven by interest rate spreads.
- Wealth Management Fees: Fee-based revenue from investment management, financial planning, and trust services provided through Busey Wealth Management division.
- Mortgage Banking: Revenue from mortgage originations including loan origination fees, gain on sale of mortgages, and servicing income.
- Business Banking Services: SBA lending, commercial lending, cash management, and treasury services for business customers generating loan income and service fees.
- Deposit and Transaction Fees: Various banking service fees including account maintenance, overdraft, wire transfers, and other transaction-based charges.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Premium Savings - 3.25% APY for qualifying balances |
| Other | Monthly | Busey Bank Bridge Checking - BankOn Certified |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
CrossFirst Holdings product offering
Product offeringCore offering
CrossFirst Holdings is the parent holding company of CrossFirst Bank, a financial services company specializing in the fields of banking and finance. The company provides banking products and services including deposits, loans, and related financial offerings through its bank subsidiary.
Differentiator
Problem solved
Functional benefit
Brands
- Busey Wealth Management: Trusted experience and proven results for wealth management services
- Busey Drives Generosity
- Busey Digital Banking
- Busey Mortgage Center
Products and services
- CrossFirst Bank Banking and Financial Services Banking and finance products and services offered through CrossFirst Bank, the operating subsidiary of CrossFirst Holdings, specializing in the fields of banking and finance.
Companies that use CrossFirst Holdings
Customer profileSegments4 records
Ideal customer profiles1 record
CrossFirst Holdings technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
CrossFirst Holdings partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- BannocoreBanno provides the digital banking platform powering Busey Bank's next-generation digital banking experience, including the mobile app integration and online banking infrastructure.
- FIS (Fidelity National Information Services)coreFIS provides core banking technology including Wealth Management Weblink platform and integrated payables solutions for Busey's business banking services.
- FiservcoreFiserv provides eLockbox electronic payment processing and integrated payables solutions for commercial clients.
- Black Diamond (Portfolio reporting)supportingBlack Diamond platform for wealth management client reporting and portfolio management services.
- Elan Financial ServicessupportingElan issues Busey-branded credit cards and provides credit card servicing platform for consumer and business credit card products.
- RJF (Raymond James Financial)supportingInvestment services platform access for Busey investment representatives through RJF client access portal.
- Level AccesssupportingAccessibility technology providing digital accessibility features for customers with physical disabilities using Busey online and mobile banking.
Scale indicators2 records
Recent moves6 records
Expansion highlights2 records
CrossFirst Holdings competitors and assessment
Company assessmentBroad incumbents
- Home BancShares: Multi-state community bank holding company combining organic growth and disciplined M&A — directly comparable to CrossFirst on holding-company M&A playbook and value-creation discipline.
- Bank of the Ozarks (now Bank OZK): National community-oriented bank holding company with strong CRE and commercial lending franchises; relevant benchmark for CrossFirst on CRE-heavy community bank economics and multi-state branch strategy.
- UMB Financial Corporation: Kansas City–headquartered bank holding company with commercial banking, institutional banking and asset management — directly comparable to CrossFirst on headquarters geography and offering breadth, and a natural aspirational peer.
- First Busey Corporation: Midwest-headquartered bank holding company operating Busey Bank across IL, MO, IN and FL with commercial, wealth and mortgage lines; functionally the closest direct peer to CrossFirst Holdings and historically engaged in regional M&A in adjacent geographies.
- Commerce Bancshares: Larger, established Midwest bank holding company with commercial, wealth and treasury management; a relevant scale benchmark for CrossFirst's commercial banking and treasury ambitions, though materially larger in assets and reach.
Direct peers
- Guaranty Federal Bancshares: Springfield MO-based community bank holding company with commercial and retail banking; comparable to CrossFirst on size band, Plains/Midwest geography and community-bank holding company economics.
- QCR Holdings: Community bank holding company operating across Illinois, Iowa, Missouri and Kansas with commercial, wealth and mortgage banking lines; directly comparable to CrossFirst on geographic footprint, revenue mix and holding-company structure.
- Great Southern Bancorp: Midwest-rooted community bank holding company with commercial, retail and mortgage banking — comparable to CrossFirst on asset size band, holding-company structure and Plains/Midwest geographic concentration.
- Heartland Financial USA (now HTLF / Heartland): Multi-state community bank holding company with commercial, mortgage and wealth management lines across the Midwest, Southwest and West — a textbook peer for CrossFirst's community bank holding company model and geographic diversification strategy.
- National Western Financial (Central Bancompany / Hawthorn Bancshares peer set): Mid-size community bank holding company operating across Missouri and adjacent Midwest markets; comparable to CrossFirst on size band, geographic footprint and commercial / ag / mortgage mix.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights5 records
Customer concentration
CrossFirst Holdings social profiles
Digital presenceCrossFirst Holdings financial estimates
Financial estimateRevenue estimate
Valuation estimate
CrossFirst Holdings leadership team
Management profileNumber of profiles
Profiles3 records
CrossFirst Holdings funding detail
Funding detailFunding overview
Funding rounds6 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
CrossFirst Holdings M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about CrossFirst Holdings
What does CrossFirst Holdings do?
CrossFirst Holdings is the parent holding company of CrossFirst Bank, a financial services company specializing in the fields of banking and finance. The company provides banking products and services including deposits, loans, and related financial offerings through its bank subsidiary.
When was CrossFirst Holdings founded?
CrossFirst Holdings was founded in 2007. It employs 11 to 50 people.
Where is CrossFirst Holdings based?
CrossFirst Holdings is headquartered in Leawood, United States, in the North America region.
How does CrossFirst Holdings make money?
Five revenue lines are on record. Net Interest Income is the primary driver. The others are wealth Management Fees, mortgage Banking, business Banking Services and deposit and Transaction Fees.
Who are CrossFirst Holdings's main competitors?
Broad incumbents on record are Home BancShares, Bank of the Ozarks (now Bank OZK), UMB Financial Corporation, First Busey Corporation and Commerce Bancshares. Direct peers are Guaranty Federal Bancshares, QCR Holdings, Great Southern Bancorp, Heartland Financial USA (now HTLF / Heartland) and National Western Financial (Central Bancompany / Hawthorn Bancshares peer set).
Does CrossFirst Holdings have an API?
No public API is recorded for CrossFirst Holdings.