FirstBank Southwest

What FirstBank Southwest does

FirstBank Southwest is a Texas state-chartered community bank headquartered in Amarillo, founded in 1907 as First National Bank of Ochiltree and controlled by the Ellis family since 1934. Operating under a Texas Department of Banking charter with FDIC insurance, the bank runs nine full-service branches across the Texas Panhandle (Amarillo, Canyon, Booker, Hereford, Pampa, Perryton) and three loan and deposit production offices in Austin, Fort Worth, and San Antonio, with reported assets in the $1.6-1.8B range.

The bank offers a comprehensive set of retail, commercial, and wealth management products, including personal and business checking and savings, CDs/IRAs, personal and commercial loans, SBA loans, home mortgages, Mastercard consumer and business credit cards, merchant card processing (partnered with Fitech), treasury management, and trust and retirement plan services delivered by an in-house wealth management team. The technology layer is a traditional core banking platform extended with a mobile banking app (iOS/Android) supporting mobile deposit, transfers, bill pay, and the SecurLOCK debit-card control feature, plus online banking, Zelle, mobile wallet integrations (Apple Pay, Samsung Pay, Google Pay), and the TransUnion-powered Credit Insights credit monitoring tool. Subsidiaries include Covenant Title for title and settlement services.

Revenue is generated primarily through net interest income on the loan-deposit spread, supplemented by deposit account fees, overdraft charges ($26 per item, capped at five per day), interchange on credit and debit cards, merchant processing residuals, and wealth management and trust fees. The go-to-market motion is relationship- and community-led: nine physical branches anchor retail and small business acquisition, a sales-led motion staffs the metro LPOs for commercial and deposit gathering, and a direct-to-consumer digital channel (online/mobile) supports self-service for both retail and business customers. Marketing emphasizes the Faith-Family-Bank community ethos, Banking Advisory Council leadership program, School Spirit Card donations, and the Amarillo College $3 million athletic partnership, with American Banker Best Banks to Work For recognition sustained from 2020-2025.

Name

FirstBank Southwest

Legal name

FirstBank Southwest

Website

https://fbsw.com

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

101–250 employees

Short description

FirstBank Southwest is a Texas state-chartered community bank founded in 1907 and family-owned since 1934, operating nine branches in the Texas Panhandle and loan/deposit production offices in Austin, Fort Worth, and San Antonio. It serves retail consumers, small and mid-sized businesses, and wealth management clients across roughly $1.6-1.8B in assets.

Ownership category

akta.pro rank

Product category

Community Banking

NAICS

Commercial Banking (522110)

SIC

State Commercial Banks (6022)

akta.pro primary industry

Retail Lending (Personal Loans, Auto, Credit Lines) (FSABAAAB)

akta.pro secondary industry

Small Business Banking (Microbusiness/Sole Proprietor) (FSABAAAI)

Keywords

• Community banking services
• Commercial lending
• Retail banking
• Small business banking
• Wealth management services

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Interest Income: Primary revenue stream from interest earned on loans (commercial, consumer, mortgage, and personal loans) and securities. As a community bank, net interest income from the spread between interest earned on loans and paid on deposits is the core revenue driver.
2. Non-Interest Income - Fee Income: Fees from deposit accounts including monthly service charges, overdraft fees ($26 per item), BillPay fees ($5.95 monthly, waived with e-Statements), and other account-related service charges.
3. Card Revenue: Revenue from credit card interchange fees, debit card transaction fees, and merchant credit card processing services. Credit cards offered include Low Rate and Preferred Points Rewards Mastercard with annual fees and rewards programs.
4. Merchant Services Revenue: Transaction processing fees from merchant credit card processing services provided through partnership with Fitech, including point-of-sale, virtual terminal, mobile, and online payment solutions.
5. Wealth Management and Trust Services: Fees from investment services, trust services, and retirement plan administration including 401(k) services. Services include personal trusts, estate administration, charitable foundations, farm/ranch management, and investment management.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

FirstBank Southwest is a family-owned community bank that provides a full suite of traditional banking products and services, including personal checking, savings, CDs, IRAs, consumer and mortgage loans, and credit cards, as well as business checking, savings, commercial loans, SBA loans, business credit cards, and merchant card processing. The bank also delivers wealth management services such as trust administration, investment management, and retirement/401(k) planning, distributed through branch banking, mobile and online channels, and treasury management tools for business customers.

Product overview

FirstBank Southwest is a regional community bank offering a comprehensive suite of traditional banking products and services organized into personal banking (checking, savings, CDs/IRAs, personal loans, home mortgages, credit cards, investments), business banking (checking, savings, commercial loans, SBA loans, business credit cards), and wealth management (trust services, retirement planning, investment management). The bank also provides digital banking infrastructure including mobile app, online banking, and treasury management services. Key product modules include Credit Insights for credit monitoring, SecurLOCK for debit card controls, BillPay, and various payment integrations (Zelle, PayPal, mobile wallets). The bank operates physical branches in the Texas Panhandle (Amarillo, Booker, Hereford, Pampa, Perryton, Canyon) with loan/deposit production offices in Austin, Fort Worth, and San Antonio.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Checking Accounts Various checking account options for individual consumers, including interest-bearing, free, and youth accounts, designed for everyday banking needs.
• Personal Savings Accounts Savings accounts designed to help individual customers meet various savings goals with interest-bearing features.
• Certificates of Deposit (CDs) and IRAs Time deposit products (CDs) offering high interest rates on FDIC-insured deposits, plus Individual Retirement Accounts (IRAs) with tax-deferred contributions for individual retirement savings.
• Personal Loans Installment loans for individuals, including home improvement loans, auto loans, vacation loans, and debt consolidation options.
• Home Mortgage Loans Home purchase and refinance mortgage loans with competitive rates and fees, served by local community bank mortgage experts.
• Health Savings Account (HSA) Tax-advantaged medical savings account paired with High Deductible Health Plans, with $2.50 monthly service charge, unlimited check writing, and interest compounded monthly.
• Investment Services Wealth management and investment services including individual investment accounts, business and non-profit investment accounts, Traditional and Roth IRAs, and 401(k) to IRA rollovers.
• Retirement Services Employer and individual retirement planning including IRA services, investment agency accounts, and 401(k) plan design and implementation for businesses.
• Business Checking Accounts Business checking options including Business Checking, Business Interest Checking, Commercial Checking, and Business Money Market accounts for small to mid-sized businesses.
• Business Savings Business savings accounts with $50 minimum opening deposit and $7.50 quarterly service charge, waived with $100 minimum daily balance.
• Commercial Loans and Lines of Credit Business financing for inventory, working capital, vehicle financing, lines of credit, and real estate loans for construction and development.
• SBA Loan Options Small Business Administration (SBA) loan programs for small businesses, including PPP loans with 100% SBA guarantee.
• Consumer Credit Cards (Mastercard) Mastercard consumer credit cards offering low rates, cash back rewards, and travel points, available in Low Rate and Preferred Points Rewards variants.
• Business Credit Cards Mastercard business credit cards available in Standard and Preferred Points Rewards options for business expense management.
• Business Certificates of Deposit Business CDs with a minimum $2,500 opening deposit, paying interest monthly, quarterly, or at-maturity, with early withdrawal penalties.
• Treasury Management Internet-based online treasury management services for business customers, including ACH origination, online wire transfers, Positive Pay, remote deposit capture, zero balance accounts, loan sweep, and merchant services.
• Trust Services Professional trust administration including personal trusts, estate/probate administration, charitable foundations, court-appointed trusts, oil and gas, farm/ranch and wind energy interest management, and guardianships.
• Merchant Credit Card Processing Payment processing services delivered through Fitech partnership, including virtual terminal, online payments, point-of-sale, mobile, and terminal solutions with PCI compliance and fraud prevention tools.
• Mobile Banking App Native mobile banking application for Android and iPhone, enabling balance checks, transfers, bill payments, mobile check deposits, and access to digital banking features.
• Online Banking 24/7 online account access for viewing balances, transfers, check images, e-statements, pending transactions, and online bill pay.
• Gift Cards Mastercard gift cards available for personal and business giving, with themed designs for holidays, birthdays, graduations, weddings, and more, loadable up to $1,000.

Quantifiable outcome

• Community donations through School Spirit Card program with each card usage generating donations to participating school districts
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature5 records

Partnerships

Five partnerships are on record, tiered core and supporting.

• FitechcoreTechnology or IntegrationPartnership with Fitech, a leading payment technology company, to provide merchant credit card processing solutions including point-of-sale systems, virtual terminals, mobile payments, online payments, and text-to-give services. Fitech delivers PCI-compliant payment solutions with fraud-prevention tools including EMV, tokenization, and encryption.
• TransUnionsupportingTechnology or IntegrationCredit Insights service powered by TransUnion providing daily credit scores, full credit reports, credit monitoring, and email alerts for significant credit profile changes. Allows users to dispute inaccuracies directly with TransUnion.
• Amarillo Area FoundationsupportingGTM or Marketing PartnerPartnership with Amarillo Area Foundation for #ThePanhandleGives event, serving as a monetary drop-off location for the Giving Tuesday campaign.
• Covenant TitlesupportingStrategic or Co-development PartnerCovenant Title is listed as a linked partner on FBSW website, suggesting a title insurance partnership for real estate transactions.
• FirstBank Southwest Wealth Management TeamcoreOthersInternal wealth management team located at 600 S. Tyler St., Suite 2700 (27th floor), FirstBank Southwest Tower in Downtown Amarillo, providing trust services, investment management, and retirement planning services.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Regional players

• Legend Bank: Legend Bank is a Texas-based community bank with branches across North and Central Texas including rural Panhandle-adjacent markets. Comparable community bank profile with personal/business banking and agricultural lending exposure.
• Interbank: Interbank is an Oklahoma-based regional community bank with Texas presence serving commercial and retail customers with deposit, lending, and treasury management products. Comparable relationship-banking model and overlapping Texas/Oklahoma Panhandle border geography.
• Broadway Bank (San Antonio): Broadway Bank is a San Antonio-based community bank operating across South Texas with relationship-based personal, business, and wealth management services. Competes with FBSW's San Antonio loan/deposit production office and is comparable on community bank positioning.

Direct peers

• First United Bank (Texas/Oklahoma): First United Bank is a community bank serving Texas and Oklahoma Panhandle communities with similar deposit, lending, and wealth management offerings. Comparable geographic focus on the Texas Panhandle plus growing Texas metro expansion.
• Amarillo National Bank: Amarillo National Bank is a privately held community bank headquartered in Amarillo, Texas, serving the same Texas Panhandle market as FirstBank Southwest with overlapping retail, commercial, and wealth management products. Head-to-head competitor in the Amarillo MSA.
• Happy State Bank (Happy Bancshares): Happy State Bank is a Texas Panhandle and statewide community bank offering personal, business, and commercial banking with a similar relationship-banking emphasis. Most directly comparable peer based on overlapping Texas Panhandle footprint and community bank positioning, though slightly larger in scale.
• Independent Bank (Independent Financial): Independent Bank (formerly Independent Financial) is a Texas-headquartered community bank offering personal, business, and commercial banking across North Texas and surrounding markets. Comparable Texas community bank model with growing metro presence.

Broad incumbents

• Frost Bank: Frost Bank is a Texas-headquartered regional commercial bank with personal, business, and wealth management services across major Texas metros. Directly comparable to FirstBank Southwest on full-service retail and commercial banking model in Texas, but operates at significantly larger scale with broader geographic footprint.
• Comerica Bank: Comerica is a large regional commercial bank with major presence in Texas including Dallas-Fort Worth and other Texas metros. Competes with FBSW in the DFW Metroplex loan/deposit production office market on commercial banking and treasury management services.
• Cadence Bank: Cadence Bank is a regional commercial bank with Texas presence including Dallas-Fort Worth, offering business banking, treasury management, and wealth services. Larger competitor in the DFW market where FBSW operates its loan/deposit production office.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/firstbanksw
• YouTubeyoutube.com/channel/UCr8bPsKSKvTN3WDwCWBPRJw
• Facebookfacebook.com/FirstBankSouthwest
• LinkedInlinkedin.com/company/firstbank-southwest
• Instagraminstagram.com/firstbanksouthwest

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Subsidiaries1 record

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 FirstBank Southwest