Banks and Credit Unions are often ranked by assets under management, branch locations or employee size. But what about digital real estate? What about customer awareness and search intent? The following rankings provide a unique look at the banks and credit unions with the highest discoverability rankings.

MARKET LEADERS
We’ll start with the top banks and credit unions in the U.S. by assets under management. The traditional measure.

But how does that list look when measuring for discoverability & intent? You’ll see Chase, Bank of America and Wells Fargo in a clear lead. The still-fairly-new Marcus by Goldman Sachs has the assets but still building their brand. Further down the list we see Capital One emerging beyond the others.

Unsurprisingly, when you look at some of the more valuable search term results, you find those same top brands ranking highest. A clear sign of their consumer strategy and marketing prowess. Shout out to Discover and Regions who also have a strong presence here. Especially Regions punching far above it’s weight class.

To analyze these metrics in closer detail and share with colleagues:
→ VIEW MARKET LEADER PDF 📊

Now how does this comparison play out state-by-state? We asked our performance marketing team at Native Digital to analyze the estimated organic traffic from the past five years. They also analyzed the top 15 organic positions on Google for key market searches. Both data sets demonstrate the brand power and effectiveness of marketing. It’s often surprising to see heavily resourced banks trailing smaller but savvier brands who are gaining ground.

Alabama

Includes Alabama banks and credit unions such as Regions Bank, PNC Bank, Redstone Federal Credit Union, Wells Fargo, APCO Employees Credit Union
→ REQUEST DATA 📄

Alaska

You’ll see rankings including Global Credit Union, First National Bank Alaska, Northrim Bank, Credit Union 1, Matanuska Valley Federal Credit Union
→ REQUEST DATA 📄

Arizona

Includes banks and credit unions such as Western Alliance Bank, Desert Financial Credit Union, OneAZ Credit Union, Arizona Financial Credit Union, Vantage West Credit Union
→ REQUEST DATA 📄

Arkansas

You’ll see rankings including Bank OZK, Arvest Bank, Simmons Bank, Centennial Bank, First Security Bank
→ REQUEST DATA 📄

California

Brands include Wells Fargo, East West Bank, Banc of California, SchoolsFirst Federal Credit Union, Cathay Bank
→ VIEW PDF 📊

Colorado

Includes banks and credit unions such as FirstBank, Ent Credit Union, Bank of Colorado, Bellco Credit Union, Alpine Bank
→ REQUEST DATA 📄

Want more from your digital marketing efforts?
Check out Native’s work in the finance sector.

Connecticut

You’ll see rankings including Webster Bank, Liberty Bank, Bankwell Bank, Union Savings Bank, American Eagle Financial Credit Union
→ REQUEST DATA 📄

Delaware

Brands include Santander Bank, WSFS Bank, The Bancorp Bank
→ REQUEST DATA 📄

Florida

Includes banks and credit unions such as SouthState Bank, Raymond James Bank, EverBank, BankUnited, City National Bank
→ REQUEST DATA 📄

Georgia

You’ll see rankings including Synovus Bank, Ameris Bank, Delta Community Credit Union, Robins Financial Credit Union, Georgia’s Own Credit Union
→ REQUEST DATA 📄

Hawaii

Brands include First Hawaiian Bank, Bank of Hawaii, Central Pacific Bank, HawaiiUSA Federal Credit Union, Hawaii State FCU
→ REQUEST DATA 📄

Idaho

Includes banks and credit unions such as Idaho Central Credit Union, D. L. Evans Bank, P1FCU, The Bank of Commerce, Capital Educators Federal Credit Union
→ REQUEST DATA 📄

Illinois

You’ll see rankings including The Northern Trust Company, BMO Harris Bank, CIBC Bank, First Midwest Bank, Alliant Credit Union
→ VIEW PDF 📊

Indiana

Brands include Old National Bank, First Merchants Bank, Merchants Bank of Indiana, 1st Source Bank, Horizon Bank
→ VIEW PDF 📊

Iowa

Includes banks and credit unions such as GreenState Credit Union, Bankers Trust Company, MidWestOne Bank, Veridian Credit Union, Hills Bank
→ VIEW PDF 📊

Kansas

You’ll see rankings including Capitol Federal Savings Bank, InTrust Bank, CrossFirst Bank, Equity Bank, CommunityAmerica Credit Union
→ REQUEST DATA 📄

Kentucky

Brands include Republic Bank, Community Trust Bank, Stock Yards Bank & Trust Company, Central Bank & Trust Co., Independence Bank of Kentucky
→ VIEW PDF 📊

Louisiana

Includes banks and credit unions such as Origin Bank, b1BANK, First Guaranty Bank, Home Bank, Gulf Coast Bank & Trust Co.
→ REQUEST DATA 📄

Maine

You’ll see rankings including WEX Bank, Bangor Savings Bank, The Camden National Bank, Bar Harbor Bank & Trust, Northeast Bank
→ REQUEST DATA 📄

Maryland

Brands include Sandy Spring Bank, EagleBank, Forbright Bank, Shore United Bank, SECU
→ REQUEST DATA 📄

Massachusetts

Includes banks and credit unions such as State Street, Eastern Bank, Rockland Trust Company, Digital Federal Credit Union, Berkshire Bank
→ REQUEST DATA 📄

Michigan

You’ll see rankings including Lake Michigan Credit Union, Michigan State University Federal Credit Union, DFCU Financial, First National Bank of America, Mercantile Bank
→ REQUEST DATA 📄

Minnesota

Brands include Bremer Bank, Ameriprise Financial, Wings Financial Credit Union, Affinity Plus Federal Credit Union, Bridgewater Bank
→ VIEW PDF 📊

Native Digital: Performance Marketing for financial services.

Mississippi

Includes banks and credit unions such as Cadence Bank, Trustmark National Bank, Renasant Bank, The First, BankPlus
→ REQUEST DATA 📄

Missouri

You’ll see rankings including UMB Bank, Commerce Bank, Stifel Bank and Trust, Enterprise Bank & Trust, NBH Bank
→ REQUEST DATA 📄

Montana

Brands include First Interstate Bank, Glacier Bank, Stockman Bank of Montana, Opportunity Bank of Montana, Whitefish Credit Union Association
→ REQUEST DATA 📄

Nebraska

Includes banks and credit unions such as First National Bank of Omaha, Pinnacle Bank, Union Bank and Trust Company, American National Bank, Cornerstone Bank
→ VIEW PDF 📊

Nevada

You’ll see rankings including Beal Bank USA, Wells Fargo National Bank West, Charles Schwab Trust Bank, Toyota Financial Savings Bank, Greater Nevada Credit Union
→ REQUEST DATA 📄

New Hampshire

Includes banks and credit unions such as Service Credit Union, Mascoma Bank, Bank of New Hampshire, Meredith Village Savings Bank, St. Mary’s Bank
→ REQUEST DATA 📄

New Jersey

Brands include TD Bank, Valley, The Provident Bank, OceanFirst Bank, Columbia Bank
→ REQUEST DATA 📄

New Mexico

You’ll see rankings including Nusenda Credit Union, Sunward Federal Credit Union, First American Bank, U.S. Eagle Federal Credit Union, Century Bank (NM)
→ REQUEST DATA 📄

New York

Brands include Chase Bank, Citi, The Bank of New York Mellon, M&T Bank, Morgan Stanley
→ REQUEST DATA 📄

North Carolina

Includes banks and credit unions such as Bank of America, Truist, First Citizens Bank, State Employees’ Credit Union, Live Oak Bank
→ REQUEST DATA 📄

North Dakota

You’ll see rankings including Bell Bank, First International Bank & Trust, Alerus Financial, Choice Bank, Gate City Bank
→ VIEW PDF 📊

Ohio

Brands include Fifth Third Bank, Huntington National Bank, KeyBank, First Financial Bank, Third Federal Savings and Loan
→ REQUEST DATA 📄

Oklahoma

Includes banks and credit unions such as BOK Financial, MidFirst Bank, First United, BancFirst, Tinker Federal Credit Union
→ VIEW PDF 📊

Resource: Compare the top 5 fintech ad agencies in the U.S.

Oregon

You’ll see rankings including Umpqua Bank, OnPoint Community Credit Union, Rogue Credit Union, Oregon Community Credit Union, Selco Community Credit Union
→ REQUEST DATA 📄

Pennsylvania

Brands include PNC Bank, First National Bank of Pennsylvania, Fulton Bank, Customers Bank, Northwest Bank
→ REQUEST DATA 📄

Rhode Island

Includes banks and credit unions such as Citizens Bank, Washington Trust Company, Navigant Credit Union, Bank Rhode Island, Coastal1 Credit Union
→ REQUEST DATA 📄

South Carolina

You’ll see rankings including United Community Bank, Founders Federal Credit Union, Southern First, South Carolina Federal Credit Union, CoastalStates Bank
→ REQUEST DATA 📄

South Dakota

Brands include TCF Bank, Great Western Bank, MetaBank, First Bank & Trust, Dacotah Bank
→ VIEW PDF 📊

Tennessee

Includes banks and credit unions such as First Horizon Bank, Pinnacle Bank, FirstBank, Eastman Credit Union, Wilson Bank and Trust
→ VIEW PDF 📊

Texas

You’ll see rankings including Charles Schwab Bank, Frost Bank, Prosperity Bank, Texas Capital Bank, Independent Financial
→ VIEW PDF 📊

Utah

Brands include Marcus by Goldman Sachs, Morgan Stanley Bank, National Association, Ally Bank, Synchrony Bank, UBS Bank USA
→ REQUEST DATA 📄

Vermont

Includes banks and credit unions such as EastRise Credit Union, Northfield Savings Bank, Union Bank, Community National Bank, NorthCountry Federal Credit Union
→ REQUEST DATA 📄

Virginia

You’ll see rankings including Capital One, Navy Federal Credit Union, HSBC, PenFed Credit Union, United Bank
→ REQUEST DATA 📄

Washington

Brands include BECU, WaFd Bank, Banner Bank, Washington Trust Bank, HomeStreet Bank
→ REQUEST DATA 📄

West Virginia

Includes banks and credit unions such as WesBanco, City National Bank of West Virginia, MVB Bank
→ REQUEST DATA 📄

Wisconsin

You’ll see rankings including Associated Bank, Johnson Bank, Landmark Credit Union, Nicolet National Bank, Summit Credit Union
→ VIEW PDF 📊

Wyoming 

Brands include Blue Federal Credit Union, Pinnacle Bank, Hilltop Bank
→ REQUEST DATA 📄

Want more from your digital marketing efforts?
Check out Native’s work in the finance sector.