TruBank
TruBank is a privately-held, FDIC-insured community bank founded in 1883, headquartered in Indianola, Iowa, operating eight branches across six central Iowa counties serving consumers, small-to-mid-size businesses, agricultural operators, and nonprofits with deposits, lending, and digital banking.
- Company typePrivate
- Founded1883
- HeadquartersIndianola, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What TruBank does
TruBank is an FDIC-insured, privately-held community bank headquartered in Indianola, Iowa, operating continuously since 1883. The bank runs eight branches across six central Iowa counties (Warren, Polk, Dallas, Jasper, Mahaska, Keokuk) and serves individual consumers, small-to-mid-size businesses, agricultural operators, and nonprofit organizations with a relationship-driven model and local lending authority.
The product portfolio spans consumer deposits (Personal/Advantage/50+ Checking, Regular/Youth Savings, Money Market, CDs, IRAs, HSAs), business deposits (Small Business, Nonprofit, Commercial Checking and Money Market), and a broad lending suite that includes home mortgage and home equity loans, auto and personal term loans, student loans via Sallie Mae referral, commercial real estate, equipment, lines of credit, term loans, agricultural loans, and SBA 7(a)/504 loans under Preferred Lender status. Payment and digital capabilities include merchant card services, remote deposit capture, ACH origination, a mobile banking app with mobile deposit and biometric login, the Brella debit card manager, Video Teller for extended hours, and a TruCommunity Blog plus financial calculators for top-of-funnel engagement. Third-party technology partners include Shazam (debit card fraud monitoring and dispute resolution), Kasasa/FirstBranch (web platform), AudioEye (WCAG 2.2 Level AA accessibility certification), and Wealthcare Advisory Partners (Focus Investment Services referral channel for retirement and investment planning).
Revenue is generated primarily through net interest income on loans and deposits, supplemented by deposit-related service fees (overdraft, ATM, wire, maintenance), loan origination and servicing revenue, merchant card processing fees from business customers, and referral compensation from investment and student loan partners. TruBank's GTM is sales-led and locally executed: commercial and real estate lenders conduct direct outreach to businesses, real estate professionals, and community organizations, complemented by event sponsorships (Discmania Challenge, National Balloon Classic) and a Facebook-driven Nice Giveaway contest. The bank is led by CEO Keith Welling and President Clint Welling, with named branch bankers across all eight locations. No API offering, public revenue, funding rounds, or AI/ML capabilities are disclosed.
TruBank firmographics
Firmographics- Name
- TruBank
- Legal name
- TruBank
- Website
- https://trubank.bank
- Company type
- Private
- Founded year
- 1883
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- TruBank is a privately-held, FDIC-insured community bank founded in 1883, headquartered in Indianola, Iowa, operating eight branches across six central Iowa counties serving consumers, small-to-mid-size businesses, agricultural operators, and nonprofits with deposits, lending, and digital banking.
- Ownership category
- akta.pro rank
Where TruBank is headquartered
LocationHeadquarters
- HQ city
- Indianola
- HQ country
- United States
- HQ region
- North America
Offices8 records
Markets served
TruBank 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
- Net Interest Income: TruBank generates revenue primarily through the spread between interest earned on loans (mortgages, commercial loans, agricultural loans, consumer loans) and interest paid on deposits (checking, savings, CDs, money market accounts). As a community bank, this net interest income represents the core revenue driver.
- Banking Service Fees: Fees generated from deposit account services including overdraft fees, ATM fees, wire transfer fees, and account maintenance charges.
- Loan Origination and Servicing: Revenue from originating and servicing mortgage loans, commercial loans, agricultural loans, and consumer loans, including SBA loan programs.
- Merchant Card Services: Fees collected from business customers for processing credit and debit card transactions through merchant services.
- Investment Services Referral: TruBank refers customers to Focus Investment Services (Wealthcare Advisory Partners) for investment and retirement planning services, generating referral compensation.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels7 records
TruBank product offering
Product offeringCore offering
TruBank is an independent community bank providing deposit products (personal and business checking, savings, money market, CDs, IRAs, HSAs), consumer and commercial lending (mortgage, home equity, auto, personal term, commercial real estate, equipment, business lines of credit, business term loans, agriculture loans, SBA loans), credit cards, and merchant payment services to individuals, businesses, and agricultural operations across central Iowa. Distribution is anchored by eight physical branches, online and mobile banking, mobile deposit, Brella Card Manager, and Video Teller technology, with investment services referred through Focus Investment Services.
Product overview
TruBank is a community bank offering a comprehensive suite of banking products and services for personal and business customers across central Iowa. The product portfolio spans deposit products (checking, savings, money market, CDs, IRAs, HSAs), lending (consumer, mortgage, commercial, agricultural, and SBA loans), credit cards, and business payment services (merchant card services, ACH, remote deposit capture). Digital banking capabilities include online banking, mobile banking with mobile deposit, eStatements, Video Teller, and the Brella Card Manager. The bank supplements its core banking offerings with investment services (through Focus Investment Services/Wealthcare Advisory Partners), financial calculators, and community programs including a Simpson College scholarship. The bank has no public API offering.
Differentiator
Problem solved
Functional benefit
Brands
- Focus Investment Services: Investment and retirement planning services offered through TruBank in partnership with Wealthcare Advisory Partners, LLC.
- TruCommunity Blog
- Brella Card Manager
- TruBank Nice Giveaway
Products and services
- Personal Checking Accounts Checking account products for individuals including Personal Checking Account, Advantage Checking Account, and 50+ Checking Account, each with distinct fee structures and benefit levels, offered to individual consumers in central Iowa.
- Personal Savings Accounts Savings products for individuals including Regular Savings, Youth Savings, Money Market, Certificates of Deposit (CDs), Individual Retirement Accounts (IRAs), and Health Savings Accounts (HSAs) for personal savings, retirement, and healthcare expense needs.
- Business Checking Accounts Business checking products including Small Business Checking, Nonprofit Checking, and Commercial Checking accounts serving different business types and sizes, offered to small and mid-sized businesses, non-profits, and commercial organizations in central Iowa.
- Business Savings Accounts Business savings products including Small Business Savings and Business Money Market accounts offered to businesses for reserve management and yield on operating balances.
- Home Mortgage Loans Residential mortgage loans for purchasing or refinancing homes, with support from local real estate lenders and an online application process for individual homebuyers and homeowners.
- Home Equity Loans Home equity lines of credit (HELOCs) and home equity loans allowing homeowners to borrow against their home's equity for renovations, debt consolidation, or other expenses.
- Auto Loans Financing options for purchasing new or used vehicles offered to individual consumers.
- Personal Term Loans Unsecured personal loans for various purposes including debt consolidation, major purchases, and unexpected expenses, offered to individual borrowers.
- Student Loans Student loan products offered through partnership with Sallie Mae, including undergraduate, graduate, professional, and career training loans, referred by TruBank with referral compensation received.
- Commercial Real Estate Loans Loans for purchasing, developing, or refinancing commercial properties including office, retail, industrial, and multifamily buildings, offered to commercial real estate investors and businesses.
- Equipment Loans Financing for business equipment purchases including machinery, vehicles, technology, and other capital assets, offered to small and mid-sized businesses.
- Business Lines of Credit Revolving credit facilities providing businesses with flexible access to funds as needed for operations or growth, offered to small and mid-sized businesses.
- Business Term Loans Fixed-term loans for established businesses with set repayment schedules for various business purposes including expansion and working capital.
- Agriculture Loans Specialized lending products for Iowa farmers and agricultural operations, including operating loans, equipment financing, and land purchases aligned with farm cash flow cycles.
- Small Business Administration (SBA) Loans SBA 7(a) and SBA 504 loan programs offered as a Preferred SBA Lender, supporting business startups, acquisitions, expansions, and working capital for small businesses.
- Personal Credit Cards Credit card products for personal use with various rewards and benefit structures, offered to individual consumers.
- Business Credit Cards Credit card products designed for business expenses with expense management features, offered to small and mid-sized businesses.
- Digital Banking Online and mobile banking platform enabling customers to access accounts, pay bills, make transfers, and manage finances remotely via web and mobile app, offered to personal and business banking customers.
- Debit Cards TruBank-issued debit cards for personal and business accounts, linked to checking accounts and accepted at ATMs and merchants worldwide, with Shazam fraud monitoring and dispute resolution services.
- Video Teller Interactive video teller technology enabling extended-hour customer service through face-to-face live video connection with bank staff during hours beyond traditional branch teller availability.
- Merchant Card Services Payment processing services enabling businesses to accept credit and debit card transactions at point of sale, offered to business customers with merchant processing fees.
- Remote Deposit Capture Service allowing business customers to scan and deposit checks electronically from their own location without visiting a branch, offered to commercial customers.
- Automated Clearing House (ACH) Services Electronic payment services for processing direct deposits, bill payments, and other ACH transactions in batch, offered to business customers.
- Focus Investment Services Investment and retirement planning services provided through a partnership with Wealthcare Advisory Partners / Fellows & Blake (Registered Investment Advisor), offering 401(k), IRA, annuity, and personalized financial planning, with TruBank receiving referral compensation.
- Financial Calculators Online interactive tools including Buy vs. Lease Calculator, CD Calculator, Simple Loan Calculator, and Savings Goal Calculator that support customer financial planning decisions.
Companies that use TruBank
Customer profileNamed customers8 records
Segments5 records
Ideal customer profiles4 records
TruBank technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature4 records
TruBank partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core, minor and supporting.
- Sallie MaecoreTruBank partners with Sallie Mae to offer student loan products to customers. The partnership provides information and application processes for Sallie Mae's private student loans, including undergraduate, graduate, MBA, medical, dental, and law school loans. TruBank refers customers to Sallie Mae for student financing needs and receives referral compensation for loan customers.
- Focus Investment Services / Wealthcare Advisory PartnerscoreTruBank partners with Focus Investment Services (operated by Wealthcare Advisory Partners, a Registered Investment Advisor with the SEC) to offer investment and retirement planning services. TruBank hosts lunch-and-learn events featuring Focus Investment advisors like Keri Blake. Products offered through this partnership are not FDIC insured and do not constitute deposits or obligations of TruBank.
- Simpson CollegecoreTruBank established the TruBank Simpson College Scholarship program in 2001, awarding four $10,000 scholarships ($2,500 per year over four years) annually to students from TruBank-served counties attending Simpson College. This partnership supports local youth education and builds long-term community relationships with future business leaders.
- Dollar For ScholarsminorTruBank participates in Dollar For Scholars scholarship programs with Indianola, Carlisle, Newton, and Oskaloosa school districts, donating $500 to two scholarships per district annually. Total additional scholarship support of $2,000 annually at local school level.
- AudioEyesupportingAudioEye provides web accessibility testing, monitoring, and certification services for TruBank's website. The partnership ensures TruBank's digital properties conform to WCAG 2.2 Level AA accessibility standards, with ongoing monitoring and regular audits to maintain accessibility compliance.
- FIRSTBranch by KasasasupportingFIRSTBranch by Kasasa provides website development and user experience improvements for TruBank's digital properties. The company implements accessibility fixes and usability enhancements identified through AudioEye testing and general UX optimization.
- KasasasupportingKasasa provides the underlying technology platform powering parts of TruBank's website functionality and digital banking tools. The company holds copyright for portions of the TruBank website.
- ShazamsupportingShazam provides debit card fraud monitoring and dispute resolution services for TruBank's debit cards. Customers are directed to contact Shazam Fraud at 1-866-508-2693 for fraud-related issues and Shazam Dispute for transaction disputes.
- Disc Golf Pro Tour (DGPT)minorTruBank sponsors the Discmania Challenge presented by TruBank, held August 7th-9th at Pickard Park. This disc golf event sponsorship aligns with community engagement and provides marketing visibility for TruBank brand among the disc golf community.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
TruBank competitors and assessment
Company assessmentDirect peers
- Two Rivers Bank & Trust: Iowa community bank serving consumers, businesses, and ag customers with deposit accounts, commercial lending, and digital banking, comparable to TruBank in scale and product breadth.
- GreenState Credit Union: Iowa-headquartered depository institution serving consumers and businesses across the state with deposits, lending, and digital banking, competing directly with TruBank in central Iowa markets despite credit union charter.
- Bank Iowa: Iowa-headquartered community bank with multiple branches across central and western Iowa providing personal, business, agricultural, and mortgage banking—closely overlapping TruBank's product set and geographic footprint.
- West Bank (West Bancorporation): Iowa-based community bank holding company headquartered in West Des Moines with a comparable multi-branch footprint across central Iowa serving consumers, businesses, and commercial clients. Closest direct peer in geography and product mix.
- Hills Bank and Trust Company: Long-standing Iowa community bank offering deposit, mortgage, commercial, and agricultural lending across eastern Iowa with similar relationship-driven model and comparable branch network to TruBank.
- First Bank Hampton: Iowa-based community bank providing consumer and business banking services across north-central Iowa, similar in size, product mix, and community banking orientation to TruBank.
- Pella State Bank: Iowa community bank serving central Iowa with personal, business, and agricultural banking products, comparable in scale and relationship-driven approach to TruBank.
Broad incumbents
- Heartland Financial USA (HTLF): Dubuque, Iowa-based multi-state bank holding company operating community banks across the Midwest. Operates in overlapping Iowa markets with a broader product portfolio and greater capital base than TruBank.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
TruBank social profiles
Digital presenceTruBank compliance and trust
Trust signalCompliance2 records
TruBank financial estimates
Financial estimateRevenue estimate
Valuation estimate
TruBank leadership team
Management profileNumber of profiles
Profiles6 records
TruBank funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TruBank 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 TruBank
What does TruBank do?
TruBank is an independent community bank providing deposit products (personal and business checking, savings, money market, CDs, IRAs, HSAs), consumer and commercial lending (mortgage, home equity, auto, personal term, commercial real estate, equipment, business lines of credit, business term loans, agriculture loans, SBA loans), credit cards, and merchant payment services to individuals, businesses, and agricultural operations across central Iowa. Distribution is anchored by eight physical branches, online and mobile banking, mobile deposit, Brella Card Manager, and Video Teller technology, with investment services referred through Focus Investment Services.
Is TruBank a public or private company?
TruBank is a private company. It is classified as family owned and is currently operating.
When was TruBank founded?
TruBank was founded in 1883. It employs 11 to 50 people.
Where is TruBank based?
TruBank is headquartered in Indianola, United States, in the North America region.
How does TruBank make money?
Five revenue lines are on record. Net Interest Income is the primary driver. The others are banking Service Fees, loan Origination and Servicing, merchant Card Services and investment Services Referral.
Who are TruBank's main competitors?
Direct peers on record are Two Rivers Bank & Trust, GreenState Credit Union, Bank Iowa, West Bank (West Bancorporation), Hills Bank and Trust Company, First Bank Hampton and Pella State Bank. Heartland Financial USA (HTLF) is listed as a broad incumbent.
Does TruBank have an API?
No public API is recorded for TruBank.