What Capital Performance Group does

Capital Performance Group (CPG) is a Washington, DC-based management consulting firm founded in 2001 that serves the U.S. financial services industry. The firm operates as a privately held professional services partnership led by Managing Partner Mary Beth Sullivan (formerly JPMorgan Chase, 30+ years of banking experience) and Founder/Partner Claude A. Hanley, with a headcount in the 11-50 range. CPG does not build or sell technology products; its core deliverable is advisory expertise delivered through engagements.

CPG organizes its practice around four service pillars: Strategic Planning & Implementation Support, Marketing & Sales Consulting, Distribution Strategy & Channel Management, and Credit Risk Management & Finance. The Marketing & Sales practice is further decomposed into specialized offerings including Product Redesign, Segmentation & Value Proposition development, Performance Marketing, and Customer Onboarding Optimization. The firm also produces a proprietary Quarterly Bank Report monitoring publicly traded bank performance, and recently launched a Strategic Data Analytics Audit Sprint aimed at data-capability planning. CPG holds associate or affiliate memberships in the ABA, CUES, and multiple state bankers associations and partners annually with American Banker to compile Top Performing Banks rankings and with The Financial Brand on marketing benchmark research.

The business model is professional-services-based: revenue comes from project-based and retainer consulting engagements with financial institutions across the $2B-$50B+ asset range. Named clients include Arvest, Atlantic Union, First Hawaiian, WSFS, Sandy Spring, Umpqua, Camden National, Cambridge Trust, and Community First Credit Union. CPG acquires clients through industry events, conference speaking, published research and rankings, and direct business development. There is no disclosed institutional funding, no M&A activity, no parent company, and no public listing; the firm operates as an independent boutique.

Name

Capital Performance Group

Legal name

Capital Performance Group, LLC

Website

https://capitalperform.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

11–50 employees

Short description

Capital Performance Group is a Washington, DC-based management consulting firm serving U.S. banks, credit unions, fintechs, and CDFIs with strategy, marketing, distribution, and risk advisory services. It generates revenue through project-based and retainer engagements delivered by a small senior practitioner team.

Ownership category

akta.pro rank

Product category

Financial Services Consulting

NAICS

Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)

SIC

Services-Management Consulting Services (8742)

akta.pro primary industry

Corporate Finance & Capital Advisory (BPAHADAB)

Keywords

• Banking strategy consulting
• Financial services advisory
• Credit risk consulting
• Bank marketing consulting
• Strategic planning services

Headquarters

HQ city

Washington

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Infrastructure, Technology or R&D

Revenue model

1. Management Consulting Services: CPG generates revenue through professional consulting engagements with financial institutions. Services include strategic planning, marketing and sales consulting, distribution strategy, and risk management. Engagement types are project-based or retainer arrangements tailored to client needs.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels7 records

Core offering

Capital Performance Group is a management consulting firm that delivers Strategy, Marketing & Sales, Distribution/Channel Management, and Finance & Risk Management advisory services to banks, credit unions, fintechs, and industry associations. Engagements are customized, project-based or retainer arrangements focused on strategic planning, marketing transformation, branch and channel optimization, credit risk management, product redesign, segmentation, performance marketing, and customer onboarding. The firm supplements consulting with proprietary research including the Quarterly Bank Report and annual Top Performing Banks rankings.

Product overview

Capital Performance Group (CPG) is a management consulting firm serving the financial services industry, offering a portfolio of advisory services rather than a unified software product. The core consulting services include Strategic Planning, Marketing & Sales, Distribution/Channel Management, and Credit Risk Management & Finance. CPG's Marketing & Sales practice encompasses specialized offerings including Product Redesign Services, Segmentation and Value Proposition development, Performance Marketing programs, and Customer Onboarding Optimization. The firm also produces proprietary research through its Quarterly Bank Report, which monitors publicly traded bank performance trends. All services are delivered through custom consulting engagements with practical, ROI-focused approaches tailored to each client's needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Strategic Planning Services Strategic planning process that delivers results, strengthens team dynamics, and aligns management, the board, and employees with a shared vision; designed for banks, credit unions, and other financial institutions.
• Marketing & Sales Consulting End-to-end marketing programs from executive-level strategy and planning to hands-on campaign execution, aligning marketing with sales to maximize customer engagement and revenue growth for financial institutions.
• Distribution Strategy & Channel Management Channel integration, omni-channel delivery, branch automation, and network optimization services for financial institutions.
• Credit Risk Management & Finance Credit risk management, financial performance measurement, efficiency audits, and regulatory compliance advisory services for financial institutions.
• Quarterly Bank Report Proprietary research product that monitors quarterly financial performance trends of publicly traded banks and provides analysis on implications for the industry and strategies for top-tier performance.
• Product Redesign Services Ideation and market launch of new, streamlined, and more attractive deposit product offerings for consumers, small businesses, and treasury management customers.
• Performance Marketing Results-driven, collaborative marketing approach connecting marketing activity directly to revenue growth with measurable goals, KPIs, and continuous optimization.
• Strategic Data Analytics Audit Sprint Audit sprint designed for financial institutions to document data analytics capabilities and plan for future digital transformation.

Quantifiable outcome

• Top 20 banks in $2B-$10B asset tier achieved median cost of funds of 1.97% vs 2.46% for peer banks (2024 ranking)
• +6 more outcomes

Named customers17 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

14 partnerships are on record, tiered core, major and supporting.

• American BankercoreStrategic or Co-development PartnerAnnual partnership to compile and publish Top Performing Banks rankings across asset tiers ($2B-$10B, $10B-$50B, $50B+). CPG provides data analysis while American Banker publishes editorial coverage. This partnership is a cornerstone of CPG's thought leadership and industry visibility.
• The Financial BrandcoreStrategic or Co-development PartnerOngoing research partnership producing benchmark analyses on bank marketing spend, credit union marketing trends, and marketing ROI studies. CPG provides analytical expertise while The Financial Brand publishes findings to its readership of financial institution executives.
• American Bankers Association (ABA)majorGTM or Marketing PartnerCPG is an Associate Member of ABA. The ABA offers training, certification, news, research, and advocacy for bankers. CPG participates in ABA events and contributes content to ABA Banking Journal.
• Virginia Bankers AssociationmajorGTM or Marketing PartnerCPG is an Associate Member of the VBA, which has served as the organized voice for Virginia's banking industry since 1893. CPG team members speak at VBA conferences and events.
• Pennsylvania Bankers AssociationmajorGTM or Marketing PartnerCPG is an Affiliate Member of PA Bankers, which offers training and professional development for bankers. CPG team members present at PA Bankers events.
• New York Bankers AssociationmajorGTM or Marketing PartnerCPG is a Service Member of NYBA, which provides advocacy and leadership for New York's financial services industry for over a century.
• Massachusetts Bankers AssociationmajorGTM or Marketing PartnerCPG is an Associate Member of MBA, which represents about 125 banks throughout Massachusetts and New England.
• Credit Union Executive Society (CUES)majorGTM or Marketing PartnerCPG is a member of CUES, which educates and develops credit union CEOs, executives, directors, and future leaders.
• New Horizons Financial GroupsupportingImplementation/ SI/ Consulting PartnerA financial services consulting firm with expertise in comprehensive credit risk management, credit process, loan policy development, and risk-based pricing. Listed as a CPG partner.
• Customer Service Profiles (CSP)supportingImplementation/ SI/ Consulting PartnerA premier provider of Customer Experience Management programs and market research solutions. Listed as a CPG partner.
• RelProsupportingTechnology or IntegrationProvides a global database of over 7 million companies and 150 million business decision-makers, enabling B2B marketing and relationship management. Listed as a CPG partner.
• Clarity AdvantagesupportingImplementation/ SI/ Consulting PartnerProvides bank sales training, sales consulting, sales management training, and value proposition development. Listed as a CPG partner.
• St. Meyer and HubbardsupportingImplementation/ SI/ Consulting PartnerProvides bank sales training, consulting, sales management training, and process development. Listed as a CPG partner.
• Kane CarltonsupportingImplementation/ SI/ Consulting PartnerSpecializes in wealth management and assists clients with research, competitive intelligence, and best practices for reducing costs and increasing revenue.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/1039841
• Xx.com/CPG_DC

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Capital Performance Group