WoodTrust
WoodTrust Bank is a family-owned, privately held community bank founded in 1891, serving individuals, businesses, high-net-worth families, and non-profit institutions across north-central Wisconsin and 40 states through seven branches and $8.4B in assets under management.
- Company typePrivate
- Founded1891
- HeadquartersWisconsin Rapids, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What WoodTrust does
WoodTrust Bank is a privately held, family-owned community bank and wealth manager founded in 1891 as Wood County National Bank and headquartered in Wisconsin Rapids, Wisconsin. Operating under parent company WoodTrust Financial Corporation and owned by the Bell family since 1980, WoodTrust offers a full suite of banking, lending, and asset management services through seven physical branch locations across north-central Wisconsin (Wisconsin Rapids, Plover, Wausau, and Manitowish Waters) and digital channels including online banking, a mobile app with Zelle integration, and remote deposit capture. The bank holds $725M in total bank assets and serves clients in 40 states, primarily through its wholly owned WoodTrust Asset Management subsidiary which manages $8.4B in assets under management.
The company's revenue model combines net interest income from commercial and consumer lending (commercial real estate, equipment, lines of credit, residential mortgages, and personal loans) with fee-based income from deposit account services, mortgage origination, and asset management/trust services. Pricing is structured around traditional banking products including tiered interest-bearing checking (Super NOW, Advantage Checking), savings, money market accounts, and certificates of deposit, with fee waivers tied to balance minimums and cross-product relationships. The bank is organized across four divisions: Business Banking, Private Banking (consumer), WoodTrust Asset Management (private trust/wealth management, retirement plans, institutional services), and a Mortgage Center.
WoodTrust serves five primary customer segments: individual consumers seeking personal banking and mortgages, small-to-medium businesses requiring commercial banking and treasury management, high-net-worth individuals and families needing private trust and wealth management, businesses sponsoring employer retirement plans, and non-profit/institutional clients requiring investment management and custody. Its go-to-market is relationship-based, combining community-driven brand building through the WoodTrust Charitable Foundation, branch-based service, and direct relationship sales by business banking professionals and private bankers. Technology investments have historically lagged larger competitors but include a newly launched online banking platform (January 2026), Zelle payments, ACH and Check Positive Pay fraud prevention, and integrations with Morningstar, SmartPlan, and OnBase for retirement plan administration and document management.
WoodTrust firmographics
Firmographics- Name
- WoodTrust
- Legal name
- WoodTrust Bank
- Website
- https://woodtrust.com
- Company type
- Private
- Founded year
- 1891
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- WoodTrust Bank is a family-owned, privately held community bank founded in 1891, serving individuals, businesses, high-net-worth families, and non-profit institutions across north-central Wisconsin and 40 states through seven branches and $8.4B in assets under management.
- Ownership category
- akta.pro rank
WoodTrust industry classification
Industry- Product category
- Community Banking
- NAICS
- Commercial Banking (522110), Portfolio Management and Investment Advice (523940)
- SIC
- State Commercial Banks (6022), Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- High-Net-Worth (HNW) Private Banking (FSABADAB)
- akta.pro secondary industries
- Onshore Private Banking (Domestic HNW/UHNW) (FSAAABAA), Private Banking Lending (Securities-Backed, Real Estate, Structured Credit) (FSABADAE), Bank Branch / Retail Purchase Mortgages (FSALAAAA), Real Estate (Commercial Property, REITs) (FSABACAH)
Keywords
Where WoodTrust is headquartered
LocationHeadquarters
- HQ city
- Wisconsin Rapids
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
WoodTrust business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Infrastructure, Marketing or Sales
Revenue model
- Interest Income: Traditional bank interest income from lending activities including commercial real estate loans, revolving lines of credit, equipment loans, residential mortgages, home equity loans, and personal loans. Interest is earned on outstanding loan balances.
- Deposit Account Fees and Services: Monthly maintenance fees, transaction fees, and service charges from business and personal deposit accounts including checking, savings, money market, and certificates of deposit.
- Asset Management and Trust Fees: Investment management, advisory, fiduciary, private trust, private banking, and retirement plan services managing $8.4 billion in assets under management. Revenue includes investment management fees, trustee fees, and retirement plan administration fees.
- Mortgage Lending: Residential mortgage origination including conventional mortgages, FHA loans, VA loans, construction mortgages, and home equity products. Revenue from origination fees and interest on held mortgages.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Super NOW Checking - Interest-bearing checking with tiered rates based on daily balance |
| Subscription | Monthly | Direct Deposit Checking Unlimited - Free checking with direct deposit requirement |
| Subscription | Monthly | Advantage Checking - Account with fee waivers based on relationships |
| Subscription | Monthly | Econo-Checking - Low-activity checking account |
| Subscription | Monthly | Regular Savings Account |
| Subscription | Monthly | Insured Money Market Account |
| Subscription | Multi-year contract | Certificates of Deposit |
| Subscription | Monthly | Visa Credit Cards |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels4 records
WoodTrust product offering
Product offeringCore offering
WoodTrust Bank provides full-service community banking, lending, and wealth management solutions. Its offerings span consumer and business deposit accounts, residential and commercial mortgage lending, treasury management, private banking, investment management, fiduciary/trust services, retirement plan administration, and institutional investment services. The bank serves individual, family, corporate, and non-profit customers through seven physical branches in north-central Wisconsin and digital channels, managing $8.4 billion in assets under management.
Product overview
WoodTrust Bank offers a comprehensive suite of banking, lending, and wealth management products organized across four main divisions: Business Banking (deposit accounts, commercial loans, treasury management, Remote Deposit, and Business Internet Banking), Private Banking (personal checking/savings accounts, consumer loans, credit cards, and residential mortgages), WoodTrust Asset Management (investment management, private trust and wealth management, retirement plans, and institutional services), and a Mortgage Center (conventional, FHA, VA, and construction loans plus home equity products). The bank also provides Consumer and Business Internet Banking platforms with mobile access, Zelle person-to-person payments, and specialized fraud prevention tools. Products and services are designed for individual, family, business, and non-profit customers across 40 states.
Differentiator
Problem solved
Functional benefit
Products and services
- Business Banking Comprehensive business banking services including business deposit accounts, commercial real estate loans, revolving lines of credit, equipment loans, business internet and mobile banking, Remote Deposit, ACH origination, Check Positive Pay, ACH Positive Pay, and fraud prevention tools, designed for small to medium-sized businesses.
- Private Banking Personal banking services for individual consumers, including checking accounts (Super NOW, Direct Deposit Checking Unlimited, Advantage Checking, Econo-Checking), savings accounts, certificates of deposit, personal loans, Visa credit cards, and internet/mobile banking access.
- Asset Management Investment management, advisory, fiduciary, personal trust, private banking, and retirement plan services delivered through the WoodTrust Asset Management division for individuals, families, institutions, and non-profit organizations.
- Private Trust & Wealth Management Comprehensive wealth management services including private trust services, investment management, financial and retirement planning, fiduciary and estate plan services, and private banking credit for high-net-worth individuals and families.
- Residential Mortgages
Quantifiable outcome
- Serving clients in 40 states with $9.1 billion in total client assets and $8.4 billion in assets under management
Companies that use WoodTrust
Customer profileSegments5 records
Ideal customer profiles4 records
WoodTrust technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
WoodTrust partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- WHEDA (Wisconsin Housing and Economic Development Authority)coreWoodTrust Bank partners with WHEDA to offer affordable home financing programs including First-Time Home Buyer Financing, Veterans Financing through the Valor program, and down payment assistance to Wisconsin residents purchasing owner-occupied properties. Programs include preferred interest rates, lower mortgage insurance premiums, and up to 105% financing through WHEDA Easy Close Financing.
Scale indicators7 records
Recent moves7 records
Expansion highlights5 records
WoodTrust competitors and assessment
Company assessmentDirect peers
- Johnson Financial Group: Racine, Wisconsin-based family-owned bank holding company with commercial banking and wealth management services. Closely comparable to WoodTrust given similar family ownership structure, Wisconsin footprint, and integrated wealth management offering of comparable scale.
- Nicolet Bankshares: Green Bay, Wisconsin-based community bank holding company with consumer, business, and wealth management services. Comparable to WoodTrust as a Wisconsin-headquartered community bank with similar product breadth and regional focus, though slightly larger in scale.
- Bank First Corporation: Manitowoc, Wisconsin-based community bank with consumer, business, and mortgage lending services. Comparable to WoodTrust as a Wisconsin-based community bank serving similar customer segments in the upper Midwest with comparable branch footprint philosophy.
- Associated Banc-Corp: Green Bay, Wisconsin-headquartered regional bank with full banking, mortgage, and wealth management services. Comparable as Wisconsin-based bank serving similar markets, though operating at substantially larger scale than WoodTrust across multiple states.
- First Business Bank: Madison, Wisconsin-based business-focused community bank with commercial banking and treasury management services. Comparable to WoodTrust's Business Banking division in Wisconsin market positioning and SMB focus.
- WaterStone Bank: Wauwatosa, Wisconsin-based community bank with consumer, business, and mortgage lending. Comparable to WoodTrust as a Wisconsin-headquartered community bank with similar scale and product offering for individuals and small businesses.
- North Shore Bank: Brookfield, Wisconsin-based community bank with consumer and business banking services. Comparable to WoodTrust as a Wisconsin community bank serving similar regional markets with comparable deposit and lending products and branch network.
Broad incumbents
- BMO Bank: Major North American bank with significant Wisconsin operations and full banking and wealth management offerings. Comparable to WoodTrust in the Wisconsin market though operating at substantially greater scale with national resources.
- U.S. Bancorp: Major U.S. bank holding company with substantial Wisconsin presence through retail and commercial banking. Comparable to WoodTrust as a Wisconsin banking competitor, though operating at vastly larger scale across multiple states.
- Wintrust Financial: Chicago-based community bank holding company with multiple Wisconsin community bank charters and wealth management services. Comparable to WoodTrust in family-feel community banking model with integrated wealth management across multiple local charters.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
WoodTrust social profiles
Digital presenceWoodTrust compliance and trust
Trust signalCompliance4 records
WoodTrust financial estimates
Financial estimateRevenue estimate
Valuation estimate
WoodTrust leadership team
Management profileNumber of profiles
Profiles9 records
WoodTrust subsidiaries and ownership
Company hierarchySubsidiaries2 records
WoodTrust funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WoodTrust M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WoodTrust
What does WoodTrust do?
WoodTrust Bank provides full-service community banking, lending, and wealth management solutions. Its offerings span consumer and business deposit accounts, residential and commercial mortgage lending, treasury management, private banking, investment management, fiduciary/trust services, retirement plan administration, and institutional investment services. The bank serves individual, family, corporate, and non-profit customers through seven physical branches in north-central Wisconsin and digital channels, managing $8.4 billion in assets under management.
Is WoodTrust a public or private company?
WoodTrust is a private company. It is classified as family owned and is currently operating.
When was WoodTrust founded?
WoodTrust was founded in 1891. It employs 101 to 250 people.
Where is WoodTrust based?
WoodTrust is headquartered in Wisconsin Rapids, United States, in the North America region.
How does WoodTrust make money?
Four revenue lines are on record. Interest Income is the primary driver. The others are deposit Account Fees and Services, asset Management and Trust Fees and mortgage Lending.
Who are WoodTrust's main competitors?
Direct peers on record are Johnson Financial Group, Nicolet Bankshares, Bank First Corporation, Associated Banc-Corp, First Business Bank, WaterStone Bank and North Shore Bank. Broad incumbents are BMO Bank, U.S. Bancorp and Wintrust Financial.
Does WoodTrust have an API?
No public API is recorded for WoodTrust.
What industry is WoodTrust in?
WoodTrust's product category is Community Banking. Its primary akta.pro industry code is FSABADAB, High-Net-Worth (HNW) Private Banking, with a secondary code of FSAAABAA, Onshore Private Banking (Domestic HNW/UHNW). Its NAICS code is 522110 and its SIC code is 6022.