Haberfeld Associates

What Haberfeld Associates does

Haberfeld Associates is a privately held, employee-owned (ESOP) consulting and marketing firm founded in 1989 by Ralph Haberfeld and headquartered in Lincoln, Nebraska. The firm serves U.S. community financial institutions (community banks and credit unions ranging from approximately $300M to $2.3B in assets) as its primary vertical, and through its wholly owned HabWell subsidiary extends the same methodology to healthcare providers, systems, and payors. Its commercial proposition is the High Performance Growth™ (HPG™) strategy, an integrated framework that aligns products, marketing, policies, and people to grow core deposits, lower cost of funds, and increase customer acquisition rates for client institutions.

The company's revenue model combines recurring consulting services, subscription-style access to proprietary SaaS-style platforms, recurring training programs, and transaction-fee revenue from the Benefits Checking value-added account product. Its proprietary product suite comprises MobilePredict™ (predictive prospect targeting using internal client data combined with external mobility data), PersonaVue™ (data-science-driven precision messaging by household attributes), Fisionary™ and Fisionary+™ (new-account onboarding and always-on accountholder engagement), Plus One™ (referral management), Cultivate™ (leadership development), eLearning (HPG™ Excellence), and the Benefits Checking account (which generates $50+ per account per year in noninterest income for client institutions). Go-to-market is direct enterprise field sales supported by an active conference circuit across at least six state banking associations, an annual flagship Symposium and a separate Executive Symposium for C-level buyers, plus thought-leadership channels including the HabChat podcast, a monthly webinar series, and a blog.

Haberfeld reports outcomes for tenured clients including a 2x sustainable lift in core customer acquisition, a 37 basis point cost-of-funds advantage versus peers, and case-study examples such as ~9,000 new accounts and $28.6M in deposit growth for a 52-location, $2.3B-asset client in a single year, and $68M in new net loans and ~3,000 new customers for a 3-location, $450M-asset client over three years. The firm employs 80–85+ employee-owners and operates without external private equity backing or public-company reporting.

Name

Haberfeld Associates

Legal name

Haberfeld Associates, Inc.

Website

https://haberfeld.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Haberfeld Associates is a Lincoln, Nebraska-based, employee-owned consulting and marketing firm serving U.S. community financial institutions and, via its HabWell subsidiary, healthcare providers, with an integrated High Performance Growth™ strategy, proprietary data-driven marketing platforms, and recurring training services.

Ownership category

akta.pro rank

Product category

Community Banking Marketing & Consulting

NAICS

Marketing Consulting Services (541613), Management Consulting Services (54161), Administrative Management and General Management Consulting Services (541611), Computer Systems Design and Related Services (54151)

SIC

Services-Management Consulting Services (8742), Services-Computer Programming Services (7371)

akta.pro primary industry

Customer, Marketing & Sales Consulting (BPAHACAG)

akta.pro secondary industries

Operations & Process Improvement Consulting (BPAHACAB), Performance Management & Productivity Consulting (BPAHAGAL), Customer Success (Adoption, Retention & Expansion) (EDABABAG), Pricing, Revenue & Commercial Analytics (BPAHALAM)

Keywords

• Community bank consulting
• Financial institution marketing
• Data-driven customer acquisition
• Omnichannel bank marketing
• Retail banking growth strategy

Headquarters

HQ city

Lincoln

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Consulting Services: Strategic consulting engagements to align products, marketing, policies, and people for organizational growth. Includes ongoing advisory relationships with dedicated consultants.
2. Marketing Services: Omnichannel marketing execution including data-driven campaigns, creative services, and media buying to drive new customer acquisition for clients.
3. Training Programs: Leadership development and frontline employee training including Cultivate™ platform, eLearning programs, HPG™ Excellence certification, and custom course development.
4. Software Platforms: SaaS-style access to proprietary platforms including MobilePredict™, PersonaVue™, Fisionary™, Fisionary+™, Plus One™, and Benefits Checking product management.
5. Benefits Checking Product: Value-added checking account product providing noninterest income through premium services (cell phone protection, identity theft resolution, roadside assistance, accidental death & dismemberment insurance, shopping/travel discounts). Generates $50+ per account per year in additional fee income.

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Haberfeld Associates delivers the High Performance Growth™ (HPG™) strategy for community financial institutions and healthcare providers, integrating strategic consulting, data-driven omnichannel marketing, leadership and frontline training, and proprietary software platforms (MobilePredict™, PersonaVue™, Fisionary™, Cultivate™, Plus One™, Benefits Checking) to grow core deposits, acquire new customers, reduce cost of funds, and increase noninterest income. The firm combines 35+ years of accumulated client data with custom engagements to double customer acquisition rates for clients.

Product overview

Haberfeld Associates offers a comprehensive suite of consulting and marketing services for financial institutions and healthcare providers, organized around its core High Performance Growth™ (HPG™) strategy. The HPG™ framework integrates consulting, data-driven marketing, and employee training into a unified approach that doubles core customer acquisition rates. The product portfolio includes relationship acquisition tools (MobilePredict™ for predictive prospect targeting, PersonaVue™ for precision household marketing), intelligent relationship growth products (Fisionary™ for new account onboarding, Fisionary+™ for ongoing accountholder engagement), referral management (Plus One™), value-added accounts (Benefits Checking), and leadership development (Cultivate™) with integrated eLearning capabilities. Haberfeld also operates HabWell for healthcare marketing and publishes the HabChat podcast. The company leverages extensive analytics from analyzing 15MM+ data points monthly to inform client strategies.

Differentiator

Problem solved

Functional benefit

Brands

• HabWell: Healthcare patient services division of Haberfeld, helping healthcare providers, systems, and payors grow patient volume, improve patient experience, and connect patients to healthcare services in their communities.

Products and services

• High Performance Growth™ (HPG™) Comprehensive growth strategy framework that aligns products, policies, people, and marketing to double core customer acquisition rates while sustainably growing revenue, profitability, team morale, and employee engagement for community financial institutions.
• MobilePredict™ Predictive modeling tool that targets profitable customers near branch locations by combining internal client data with external mobility data, using big data analytics to identify prospects based on demonstrated and predicted convenience patterns.
• PersonaVue™ Precision messaging and marketing solution that uses data science to deliver tailored imagery and messaging to prospective households based on attributes such as location, life stage, income, and personal preferences.
• Cultivate™ Leadership development program combining coaching and training to develop team leaders, with a digital platform for tracking progress and ensuring accountability through weekly team meetings, individual check-ins, skill certification, observation coaching, and one-to-one coaching.
• eLearning Online training platform providing webinars, on-demand self-directed training programs (HPG™ Excellence), and custom eLearning courses for financial institution employees covering sales, service excellence, and cross-selling fundamentals.
• Fisionary™ Intelligent Relationship Growth product that deepens new relationships by engaging and onboarding accountholders who have recently opened accounts, using journey-based messaging and consistent engagement to turn customers into advocates.
• Fisionary+™ Always-on engagement strategy for all accountholders in a portfolio, with cross-serve messaging targeted 6+ times per year, designed to inspire passion, pride, integrity, and confidence in products and services.
• Plus One™ Turnkey Tell-A-Friend referral strategy that manages referrals, tracking, and reporting in one platform, combining print marketing with digital referrals, featuring an online platform, real-time results tracking, multiple reward options, and CAN SPAM Act compliance.
• Benefits Checking Value-added checking account product providing five premium services: cell phone protection (up to $600 coverage), CyberScout identity theft resolution, roadside assistance, accidental death & dismemberment insurance (up to $10,000), and shopping/travel/entertainment discounts, generating additional noninterest income for financial institutions.
• HabWell Haberfeld subsidiary focused on healthcare marketing, helping healthcare providers, systems, and payors grow patient volume, improve patient experience, and connect patients to available healthcare services in their communities.

Quantifiable outcome

• 2x sustainable increase in core customer acquisition rates
• +8 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature5 records

Partnerships

One partnership is on record.

• HabWellcoreStrategic or Co-development PartnerHabWell is a Haberfeld Company focused specifically on healthcare patient services. It aligns strengths, culture, and goals to help healthcare providers, systems, and payors grow patient volume, improve the patient experience, and connect patients to available healthcare in their communities. HabWell extends Haberfeld's proven growth methodology into the healthcare vertical.

Scale indicators13 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bancography: Bancography is a Birmingham-based consultancy that provides data-driven retail strategy and marketing services specifically for community banks and credit unions, directly overlapping Haberfeld's HPG-style offering.
• Cornerstone Advisors: Cornerstone Advisors is a Scottsdale-based consulting firm serving community banks and credit unions on strategy, technology, and performance improvement, providing the same growth-strategy depth as Haberfeld.
• Performance Trust Capital Partners: Performance Trust provides asset/liability advisory and consulting to community banks, the same core client vertical Haberfeld serves, with similarly consultative, senior-led engagements.
• Capital Performance Group: Capital Performance Group is a bank consulting firm helping community and mid-sized banks improve performance, profitability, and customer growth — directly comparable in scope to Haberfeld's HPG engagements.
• The Kafafian Group: The Kafafian Group provides consulting, training, and strategic advisory to community financial institutions with a strong retail-banking and customer-growth focus, closely mirroring Haberfeld's product mix.

Broad incumbents

• Jack Henry & Associates: Jack Henry is a large publicly-traded core-banking and digital platform provider serving many of the same community-bank customers Haberfeld serves, although focused on technology infrastructure rather than marketing consulting.
• Fiserv: Fiserv is a major incumbent financial-services technology provider covering core, digital, and merchant services to community banks and credit unions, the same clients Haberfeld's data-driven marketing goes to.
• nCino: nCino provides a cloud banking platform with workflow and customer-engagement capabilities to banks and credit unions, broadly overlapping with Haberfeld's customer-experience and onboarding offerings.
• Alkami Technology: Alkami provides digital banking and data-platform solutions targeting community and regional banks and credit unions, with marketing and account-acquisition modules that overlap thematically with Haberfeld's HPG stack.

Others

• BAI: BAI is a banking-industry research and education organization offering thought leadership, benchmarking, and training programs to FIs; it addresses the same community-bank audience as Haberfeld's training and symposium channels, but from a non-profit research angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/haberfeld
• Facebookfacebook.com/haberfeld.associates
• LinkedInlinkedin.com/company/213540
• Instagraminstagram.com/haberfeldlife

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 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 Haberfeld Associates