WNB Financial

What WNB Financial does

WNB Financial is a privately held community bank (legal entity WNB Financial, N.A.) headquartered in Winona, Minnesota, operating under FDIC insurance and an Equal Housing Lender designation (NMLS# 455749). Founded in 1874 as Winona Savings Bank, the institution now runs seven full-service offices across five cities in southeastern Minnesota (Winona, Wabasha, Kellogg) and western Wisconsin (Altoona, Holmen), serving individual consumers, small and mid-sized businesses, and wealth/trust clients. Total headcount is reported in the 101-250 range.

The product portfolio spans personal and business banking (checking, savings, HSAs, IRAs, credit/debit/ATM cards, personal and commercial loans, SBA loans, lines of credit, equipment and commercial real estate loans), mortgage origination (including a specialized Medical Professionals Program), and wealth management/advisory services delivered through WNB Financial Advisors in partnership with Cetera Investment Services. Digital delivery runs on the WNB Digital platform available across web, iOS, and Android, with features including mobile deposit, Card Manager, Bill Pay, Autobooks invoicing, My Finances/Insights (an aggregated personal financial management tool), eStatements, and a full Cash Management suite for businesses (ACH origination, Positive Pay, dual control). Card issuance is outsourced to Elan Financial Services, merchant POS to Clover (Fiserv), ATM access to MoneyPass, and mortgage origination to LendingPad.

Revenue is generated principally through net interest income from the lending book, supplemented by deposit and transaction fees (overdraft, wire, card replacement, account servicing) and recurring managed-services revenue from wealth advisory, trust administration, retirement plan services, and merchant processing. Distribution is omnichannel: physical branches anchor relationship-led sales for business banking, mortgage, and wealth, while digital channels provide 24/7 self-service. The company's growth posture has been steady inorganic-via-merger and organic-via-branch build-out (2001 Town and Country State Bank merger; 2019 First State Bank of Wabasha merger; consecutive Wisconsin market entries in 2019 and 2022).

Name

WNB Financial

Legal name

WNB Financial, N.A.

Website

https://wnbfinancial.com

Company type

Private

Founded year

1874

Operating status

Operating

Headcount range

101–250 employees

Short description

WNB Financial is a privately held community bank founded in 1874, operating seven full-service offices across southeastern Minnesota (Winona, Wabasha, Kellogg) and western Wisconsin (Altoona, Holmen). It serves consumers, small/mid-sized businesses, and wealth clients with deposit, lending, mortgage, merchant, and trust services delivered through branch and digital channels.

Ownership category

akta.pro rank

Headquarters

HQ city

Winona

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Net Interest Income: Interest income generated from lending activities including personal loans, business loans, mortgages, and home equity products. Primary revenue driver for community bank.
2. Deposit and Service Fees: Non-interest fee income from account maintenance, ATM transactions, overdraft fees, wire transfers, and other banking services.
3. Wealth Management and Advisory Services: Investment and advisory fees generated through WNB Financial Advisors partnership with Cetera Investment Services, offering brokerage, advisory, and insurance products.
4. Business Banking Services: Cash management, merchant processing, and business banking service fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

WNB Financial is a community bank providing personal and business deposit accounts, lending products (personal, mortgage, and commercial loans), wealth management and trust services, and merchant payment processing through seven branch locations in Minnesota and Wisconsin, complemented by its WNB Digital online and mobile banking platform.

Product overview

WNB Financial is a regional community bank offering a comprehensive suite of financial products and services through both traditional branch banking and its WNB Digital online and mobile banking platform. The core product portfolio centers on personal and business banking (checking, savings, loans), complemented by digital banking features (Mobile Deposit, Bill Pay, Card Manager, Autobooks, My Finances/Insights), wealth management and trust services (investment management, retirement planning, estate planning, personal trust), mortgage services (including a specialized Medical Professionals Program), and business cash management solutions. The bank also provides complementary products including identity protection, safe deposit boxes, telephone banking, and community-focused educational resources. The WNB Digital platform serves as the central hub for digital banking services, while the WNB Financial Advisors program (partnered with Cetera Investment Services) extends investment and insurance product offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• WNB Digital Digital banking platform providing online and mobile access to accounts with features including mobile deposit, bill pay, card management, cash management, financial insights, and eStatements for individuals and businesses.
• Personal Checking

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration17 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Cetera Investment Services LLCcoreTechnology or IntegrationWNB Financial Advisors operates as a registered broker-dealer utilizing Cetera Investment Services LLC infrastructure. Cetera provides the brokerage platform, regulatory compliance framework, and investment product access that enables WNB Financial Advisors to offer securities, advisory services, and insurance products to bank customers. Products include brokered CDs, annuities, mutual funds, stocks, bonds, 529 plans, IRAs, and 401k rollovers.
• Clover (Fiserv)coreTechnology or IntegrationPartnership with Clover (owned by Fiserv) for merchant point-of-sale solutions. WNB Financial offers Clover POS systems including Clover Go, Clover Flex, Clover Mini, and Clover Station to business banking clients for credit card processing and business management. Integrated merchant credit card processing application available through WNB.
• MoneyPassminorOthersATM network partnership providing WNB customers surcharge-free access to thousands of MoneyPass ATMs nationwide. ATM cards and debit cards carry MoneyPass logo for network access.
• Elan Financial ServicescoreTechnology or IntegrationElan Financial Services provides credit card issuing services for WNB consumer and business credit cards. Elan handles card processing, fraud protection (zero fraud liability), and cardmember services under Visa and Mastercard licenses.

Scale indicators4 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• Associated Bank: Multi-state regional bank headquartered in Green Bay, Wisconsin with branches across Minnesota, Wisconsin, and Illinois. Comparable in offering personal/business banking and wealth management, and a direct larger-bank competitor across WNB's Wisconsin expansion corridor.
• Bremer Bank: Larger Minnesota and Wisconsin regional bank offering a full suite of personal, business, wealth, and ag banking. Operates throughout WNB's footprint at greater scale, providing a relevant benchmark for product breadth and competitive pricing pressure.
• Old National Bank: Multi-state regional bank holding company with consumer, commercial, wealth, and mortgage banking across the Midwest including Minnesota. Larger and more geographically diversified than WNB, but directly comparable in product mix and customer segments.
• Heartland Financial USA / HTLF: Multi-state community bank holding company operating banks under various brand names across the Midwest and West, including in Minnesota. Comparable in community banking model with broader geographic reach and significantly larger scale.
• Bell Bank: Upper Midwest community bank holding company with personal, business, mortgage, and wealth lines across Minnesota, North Dakota, and beyond. Comparable operating model and product breadth, but at meaningfully larger scale than WNB.

Direct peers

• Nicolet National Bank: Wisconsin-headquartered community bank with retail, business, mortgage, and wealth management lines, operating across smaller markets including into the Coulee Region. Highly comparable to WNB's product mix and Wisconsin expansion strategy.
• Minnwest Bank: Minnesota-based community bank offering personal, business, agricultural, and mortgage lending across rural and small-city markets. Comparable in size, footprint philosophy, and product breadth to WNB, with similar net interest income-driven economics.
• Merchants Bank, N.A. Headquartered in Winona, Minnesota — the same city as WNB Financial — and operating a similar community/commercial bank model across southeastern Minnesota and western Wisconsin. Closest geographic and product-line peer, including personal/business banking and mortgage origination.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/WinonaNationalBank
• Facebookfacebook.com/WNBFinancial
• LinkedInlinkedin.com/company/645155
• Instagraminstagram.com/wnbfinancial

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 WNB Financial