We all see the annual rankings of employee headcount and assets under management, but what about online visibility and brand preference? For this competitive analysis we’re looking at midwest regional banks and credit unions with a Kansas City presence.

Who led organic traffic in Q1 & Q2?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2023 – June 2023

Leading the pack is Fidelity Bank which has an estimated 88,000 branded searches per month for its name alone. And if you’ve ever searched for “how much mortgage can I qualify for” then you’ve likely spotted their Top 3 ranking.

Now, if we go back further to look at the trendline since 2019, we can see plenty of gains and dips. Fintech competition, lead aggregators and industry consolidation may be a few of the culprits behind the decline in traffic among most brands.

How has organic traffic trended in previous years?

Source: Google Data, Estimated Monthly Organic Search Traffic, Jan 2019 – August 2023

Worth further analysis:

1. What’s the cause of declines in traffic for over half of these brands?
2. Will Fidelity capitalize on their recent uptick?

About this competitive set:

Fidelity Bank
A Wichita-based regional bank that focuses on providing a range of financial services to individuals and businesses. Known for its commitment to customer service, Fidelity Bank offers various banking products, including checking and savings accounts, loans, and investment services.

CommunityAmerica Credit Union
Headquartered in Lenexa, Kansas, CommunityAmerica Credit Union is one of the largest credit unions in the Midwest. It offers a wide array of financial products and services, such as savings and checking accounts, loans, and investment options. CommunityAmerica emphasizes community involvement and member-centric services.

Bank Midwest
A community-oriented bank providing personal and business banking solutions. The bank offers services like checking and savings accounts, loans, and online banking, catering to the diverse financial needs of its customers.

INTRUST Bank
Based in Wichita, Kansas, INTRUST Bank is a full-service financial institution that serves individuals, businesses, and communities. INTRUST provides a range of banking and financial services, including personal and business accounts, loans, and investment options.

Capital Federal
Headquartered in Topeka, Kansas, CapFed is a bank specializing in residential mortgage loans and traditional banking services. The bank is known for its commitment to helping customers achieve their homeownership goals and offers a variety of mortgage products.

Mainstreet Credit Union
Mainstreet is a member-owned financial cooperative based in Lenexa, Kansas. It provides a range of banking services, including savings and checking accounts, loans, and online banking. Mainstreet Credit Union emphasizes community involvement and financial education.

Mazuma Credit Union
Mazuma is a not-for-profit financial institution serving individuals and businesses. Headquartered in Kansas City, Mazuma offers a range of financial products, including savings and checking accounts, loans, and online banking, with a focus on member satisfaction.

Azura Credit Union
Based in Topeka, Kansas, Azura is a member-owned cooperative offering a variety of financial products and services. Azura emphasizes personalized service and community involvement, providing solutions such as savings and checking accounts, loans, and investment options.

Equity Bank
With locations across Kansas, Missouri, and Arkansas, Equity is a community bank providing a range of financial services to individuals and businesses. The bank offers traditional banking products, commercial lending, and digital banking solutions.

Enterprise Bank
A community-focused bank offering personal and business banking services. Headquartered in Olathe, the bank provides a variety of financial products, including checking and savings accounts, loans, and treasury management services.

CrossFirst Bank
CrossFirst Bank, with locations in Kansas, Missouri, Texas, and Oklahoma, is a regional bank catering to the financial needs of businesses and individuals. The bank offers a range of services, including commercial banking, private banking, and wealth management.

Security Bank
Based in Kansas, Security is a community bank providing a range of financial services to individuals and businesses. The bank offers personal and business accounts, loans, and other banking solutions with a focus on customer relationships.

Country Club Bank
A full-service bank headquartered in Kansas City offering a comprehensive suite of financial products and services. The bank serves individuals, businesses, and the community, providing solutions such as personal and business banking, loans, and wealth management.

Blue Valley Bank
Blue Valley Bank, with locations in Kansas, offers a range of banking services to individuals and businesses. The bank provides personal and business accounts, loans, and other financial solutions, emphasizing community involvement and customer service.

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