Wood & Huston Bank

What Wood & Huston Bank does

Wood & Huston Bank is a privately held, FDIC-insured community bank founded in 1874 and headquartered at 27 E North St, Marshall, Missouri. The bank operates seven full-service branches across Missouri (Marshall, Cape Girardeau, Higginsville, Jackson, Sedalia, Springfield, and West Plains) supplemented by Walmart in-store satellite offices, a Live Assist interactive video teller network available Monday–Saturday 7 AM–7 PM, a 24/7 ATM network, and a top-rated mobile banking app distributed on the Apple App Store and Google Play. The bank's identity is anchored on its 150+ year 'Trusted Advisors' heritage and an award-winning 'cultivating love' workplace culture that earned it the No. 1 spot on American Banker's 2025 Best Banks to Work For list.

The product portfolio spans personal banking (SmartSecure, SmartValue, SmartReward, SmartStudent, StartFresh, and SmartBuy Package checking accounts; savings; CDs; IRAs; consumer loans including auto, RV, boat, mortgage, home equity, and home improvement), small business and agricultural banking (business checking, operating loans and lines of credit, equipment loans, commercial and agricultural real estate loans, livestock loans, commercial construction loans, merchant services via Banc Card, Autobooks embedded invoicing, and desktop remote deposit capture), and trust and investment services delivered through formal partnerships with Midwest Trust (estate, farm management, trustee/executor services) and Ameriprise Financial Services (investment management, retirement planning, insurance, annuities, financial planning). The technology stack is built primarily on NCR consumer digital banking and the IFS Banking mobile platform (package com.ifs.banking.fiid1133), with integrations including CardControl debit-card controls (launched October 3, 2024), Zelle peer-to-peer payments (consumer and business), Meridianlink digital account opening, IDProtect credit and dark-web monitoring, ClubChecking benefits platform, Visa tokenized credentials for Apple Pay / Samsung Pay / Google Pay, Visa Auto Updater, SwivelPay / quickclick.com loan payments, and Pulsate for geofenced mobile marketing.

Wood & Huston generates revenue through net interest income on its consumer and commercial/agricultural loan portfolios, monthly maintenance fees on bundled checking products ($5.95 SmartSecure, $3.95 SmartValue, $2.95 SmartBuy, $9.95 StartFresh), deposit-account maintenance and activity fees, overdraft and returned-item fees ($30 per presentment), merchant card-processing revenue share with Banc Card, revenue sharing with Ameriprise on referred investment and financial-planning clients, and debit-card interchange. Customer segments are primarily Missouri retail consumers, small businesses, and agricultural operators (farming, ranching, livestock), served through a hybrid go-to-market of in-branch relationship banking by 'Trusted Advisors,' self-serve digital account opening, and community-led engagement including the WHB Travel branded trip program, employee volunteer initiatives, and local event sponsorships.

Name

Wood & Huston Bank

Legal name

Wood & Huston Bank

Website

https://woodhuston.com

Company type

Private

Founded year

1874

Operating status

Operating

Headcount range

101–250 employees

Short description

Wood & Huston Bank is a privately held Missouri community bank founded in 1874, offering personal, small business, and agricultural lending and deposit services across seven Missouri branch cities through branches, video tellers, and digital banking.

Ownership category

akta.pro rank

Headquarters

HQ city

Marshall

HQ country

United States

HQ region

North America

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Personal Checking Account Fees: Monthly maintenance fees on bundled checking products: SmartSecure $5.95/mo (waived at $5,000 average daily balance), SmartValue $3.95/mo (waived with direct deposit + 30 debit purchases or $2,500 balance), SmartBuy Package $2.95/mo, StartFresh $9.95/mo ($3 discount with payroll direct deposit), SmartStudent free (converts at age 23). Paper statements $3/mo. Recurring subscription revenue.
2. Consumer Loan Interest Income: Interest and fees on consumer loan products including Auto Loans (up to 60 months, example $25,000 at 6.0326% APR = $485.26/mo), RV & Boat Loans, Adjustable & Fixed Rate Home Loans (including VA and FHA programs), Home Equity Loans/LOC (20-year amortization, $10,000 minimum), and Home Improvement Loans ($1,500-$15,000, fixed rate, 100% financing).
3. Commercial and Agricultural Lending: Interest income from business loan portfolio: Operating Loans/lines of credit/letters of credit, Equipment Loans, Commercial & Agriculture Real Estate Loans, Livestock Loans, and Commercial Construction Loans. Tailored to local Missouri ag and small-business economy.
4. Deposit Account Service Fees: Fees on deposit products: Regular Savings $3/quarter maintenance fee below $200, Money Market $8/month below $1,000, Bonanza Investment no fee (interest forfeited below $5,000), HSA monthly maintenance fee below $200. Overdraft $30 per presentment (up to 6/day), Returned Item fees (no daily limit), $6 account-to-account transfer fee.
5. Merchant Services and Card Processing: Revenue share from payment card processing for business customers, provided in partnership with Banc Card. Supports Visa, MasterCard, Discover, American Express, JCB, Diners Club, EBT, and gift/loyalty payments via traditional, mobile, or online terminals.
6. Investment Services Revenue Share: Revenue-sharing relationship with Ameriprise Financial Services for financial planning, retirement planning, investments, insurance, annuities, and estate planning referred through bank advisor Rusty Ream. The bank has a formal conflict-of-interest disclosure with Ameriprise.
7. SmartBuy Package Subscription Fees: $2.95/month bundled membership product including $10,000 identity theft expense reimbursement, $10,000 AD&D insurance, cash back rewards (10% on everyday purchases, up to $10/quarter or $40/year), 20% savings on prepaid gas/gift cards, shopping discounts, and travel/leisure discounts via ClubChecking platform.

Pricing tiers

Go-to-market motion4 records

Distribution channels8 records

Marketing channels7 records

Core offering

Wood & Huston Bank is an FDIC-insured Missouri community bank offering deposit products (checking, savings, CDs, IRAs, money market, HSA), consumer and agricultural/business loans, merchant services, trust services, and investment referrals across seven branch cities. It delivers relationship banking via in-branch Trusted Advisors complemented by digital channels including mobile banking, CardControl, Zelle, and Autobooks invoicing.

Differentiator

Problem solved

Functional benefit

Products and services

• Personal Checking Accounts
• SmartBuy Package
• Savings, CDs, IRAs, HSA, Money Market Accounts
• Consumer Loans
• Business and Agricultural Lending
• Merchant Services and Remote Deposit Capture
• Trust and Estate Services
• Investment Services (via Ameriprise)
• Mobile Banking App
• Zelle Person-to-Person Payments
• CardControl Debit Card Management
• Live Assist Video Teller Service
• StartFresh Second-Chance Checking

Quantifiable outcome

• SmartReward Checking offers 2.00% APY on balances $0.01-$10,000 when qualifying
• +5 more outcomes

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

AI capability9 records

Feature6 records

Partnerships

Nine partnerships are on record, tiered core.

• Ameriprise Financial Services, LLCcoreStrategic or Co-development PartnerWood & Huston Bank has a formal revenue-sharing partnership with Ameriprise Financial Services to provide financial planning services and solutions to its customers. Ameriprise delivers customized investment recommendations, asset allocation strategies, comprehensive financial planning, insurance, annuities, retirement planning, education funding, estate planning strategies, and retirement income strategies. The bank is not an investment client of Ameriprise but discloses a conflict of interest from the revenue-sharing arrangement. Securities offered through Ameriprise Financial Services, LLC (Member FINRA/SIPC); investment advisory products via registered investment adviser. Customer-facing advisor: Rusty Ream ([email protected], 660-221-3880).
• Midwest TrustcoreStrategic or Co-development PartnerWood & Huston Bank has partnered with Midwest Trust to offer a full range of trust services including administration and investment of personal trusts and estates, farm management (with or without a trust relationship), and service as trustee or executor for living and testamentary trusts. Bank contact for trust inquiries: Jason Price, 660-886-6825.
• Zelle (Early Warning Services, LLC)coreTechnology or IntegrationWood & Huston Bank partnered with Zelle to provide a fast, fee-free peer-to-peer payment service to consumer and small business customers via the mobile app and online banking. Funds typically transfer in minutes. Zelle marks wholly owned by Early Warning Services, LLC; Wood & Huston Bank customer care: 877-886-9041. Zelle for Business launched 2026.
• Banc CardcoreChannel Partner/ Reseller/ DistributorWood & Huston Bank partners with Banc Card to provide business customers with cost-efficient, customized payment processing solutions supporting Visa, MasterCard, Discover, American Express, JCB, Diners Club, EBT, and gift/loyalty payments via traditional, mobile, and online/virtual terminals, plus desktop remote deposit capture.
• AutobookscoreTechnology or IntegrationAutobooks is embedded within Wood & Huston Bank's business online banking to provide small-business invoicing, payment collection (debit, credit, ACH via account/routing numbers), automated reminders with late fees, accounting/bookkeeping with CSV export, and external bank account aggregation. Funds collected deposit directly into the Wood & Huston business account.
• ClubChecking / Econocheck AssociationcoreOEM/ Whitelabel/ Licensing PartnerWood & Huston Bank licenses the ClubChecking platform (via Econocheck Association) to deliver the SmartBuy Package, SmartSecure, and SmartValue benefits, including cash back rewards, identity theft protection, AD&D insurance, roadside assistance, and ATM fee reimbursement. Customer access via SmartBenefits.ClubChecking.com.
• IDProtectcoreTechnology or IntegrationIDProtect provides identity monitoring, credit file monitoring (Experian), credit score tracking (VantageScore 3.0), dark web monitoring, identity theft resolution with up to $10,000 reimbursement, and debit/credit card registration bundled with the SmartSecure Checking account.
• Bucket List Travel by Beltz LLCcoreImplementation/ SI/ Consulting PartnerAll travel for the WHB Travel branded trip program (Boston 250th Anniversary, Niagara Falls, Branson Christmas, Savannah Bananas, Central Missouri Loop, Alaska cruise memories, Pella Iowa Tulip Time) is arranged by Bucket List Travel by Beltz LLC, originating from Marshall, MO unless otherwise stated.
• MeridianlinkcoreTechnology or IntegrationWood & Huston Bank uses the Meridianlink digital account opening platform (access.meridianlink.com/pos/woodhuston_241021) to enable self-serve online applications for SmartSecure, SmartValue, SmartReward, SmartStudent, StartFresh, Regular Savings, SmartSavings, StartSavings, Money Market, HSA, and CDs.

Scale indicators5 records

Recent moves6 records

Expansion highlights7 records

Regional players

• Equity Bancshares: Kansas-based community bank holding company with a strong presence in Missouri and Kansas. Comparable in product mix (checking, savings, commercial, ag lending, treasury) but larger and multi-state, competing for the same Missouri small-business and ag customers.
• Great Southern Bancorp: Springfield, Missouri-headquartered community bank with statewide and regional branch footprint. Similar community-bank heritage, broad consumer and business product set, and significant commercial real estate and ag exposure in the same Missouri markets.
• BancorpSouth (now Cadence Bank): Mid-South regional bank with comparable community-bank heritage, agricultural lending expertise, and small-business focus. Operates across multiple states with overlapping customer segments in consumer and ag lending.
• First Mid-Illinois Bancshares: Illinois-based community bank holding company with similar community-banking model, ag and commercial lending exposure, and wealth management offering. Comparable scale and product mix across an adjacent Midwestern geography.

Broad incumbents

• UMB Bank: Major Midwestern bank holding company headquartered in Kansas City with deep Missouri roots. Provides consumer, commercial, institutional, and wealth services that overlap with Wood & Huston's offering, particularly in commercial banking and wealth management.
• Commerce Bank: Large Missouri-based regional bank offering full-service consumer, business, commercial, wealth, and investment banking. Competes directly for Missouri deposit and small-business relationships but at meaningfully larger scale with broader geographic reach.
• Pinnacle Financial Partners: Large Tennessee-based community-banking franchise also recognized for workplace culture (American Banker Best Banks to Work For). Operates a relationship-led model analogous to Wood & Huston's 'Trusted Advisor' approach, though at materially greater scale across the Southeast.
• Central Bancompany (The Bank of Missouri / Reliance Bank): Missouri-headquartered multi-bank holding company operating community banks across the state. Directly competitive for personal, business, and ag banking customers in Wood & Huston's Missouri footprint, with broader scale and product breadth.

Direct peers

• Oakworth Capital Bank: Alabama-based boutique community bank and wealth advisory firm. Direct peer in the small community bank segment with similar focus on relationship-based commercial banking, wealth services, and culture-led employee engagement (also listed as a 2026 Best Banks to Work For applicant alongside Wood & Huston).
• Hawthorn Bancshares: Missouri-based community bank holding company headquartered in Jefferson City. Operates multiple community bank charters across Missouri, with similar personal/business/agricultural banking, mortgage, and wealth services targeting the same Missouri geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/woodhuston

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Wood & Huston Bank