Associated Bank Expands Commercial Banking Team Amid Economic Challenges
Green Bay, Wisconsin – In a strategic move to enhance its commercial banking division, Associated Bank has recently bolstered its workforce by hiring new talent from U.S. Bank, emphasizing its commitment to growth even amidst economic uncertainties. The regional bank has recruited three relationship managers who will serve clients across Kansas, Oklahoma, and Texas as part of its expansion efforts.
Fresh Faces on the Team
The new hires are joining a team led by Phil Trier, the bank’s head of corporate and commercial banking, who himself transitioned from U.S. Bank 15 months ago after two decades there. Trier expressed enthusiasm about the capabilities of the new recruits, stating, “I knew all three of them very well from my predecessor bank, and how talented they are, and I’m really excited about the impact that they’re already making in a relatively short period of time.”
In total, Associated Bank has added 25 relationship managers over the past two years, a strategic influx aimed at diversifying its talent pool. These hires, who have experience from a variety of banking institutions, are expected to play a critical role in the bank’s growth strategy.
A Shift Towards Commercial Banking
As a $43 billion-asset institution, Associated Bank is actively working to transition its focus away from lower-yielding consumer mortgages towards a more robust commercial banking framework. The bank serves businesses with revenues exceeding $25 million and has invested strategically in technology and personnel in this sector, particularly in specialty areas like equipment finance and treasury management.
"We’re going to pause there a little bit, get the level of execution up, and then over time, I could see us growing that team, as well as looking at a more adjacent state kind of hiring strategy,” Trier noted, indicating future expansion plans that could include additional new hires.
Adapting to Market Conditions
The current economic climate presents unique challenges, particularly with a noted theme of uncertainty among commercial clients. According to Trier, business owners are often hesitant to make significant decisions or pursue mergers and acquisitions in such a volatile environment. “It’s really hard for business owners and executives to operate in an environment where they’re uncertain, and oftentimes what that will lead them to do is just to pause,” said Trier.
Despite these challenges, the bank has shown promising growth, with commercial and business lending reaching $12 billion in Q1, an increase of $327 million from the previous quarter and $1.1 billion year-over-year. The bank aims to sustain this trajectory and is projecting $1.2 billion in commercial and industrial loan growth for the remainder of 2025. ## Local Focus with National Reach
Distinctively, Associated Bank’s strategy includes a deposit-centric vertical intended for businesses such as title and escrow companies, along with property management and fintech firms. This vertical will have a national scope and will be spearheaded by Rick Bruhn, another former U.S. Bank employee.
Trier elaborated on Associated Bank’s mission to maintain an approachable yet knowledgeable relationship with its clients. “A lot of clients want local bankers. When you end up in an industry vertical, a lot of times, those resources aren’t local, and that can make it a little bit more challenging,” he explained.
By leveraging its regional strengths while remaining nimble, the bank aims to position itself advantageously in a “hyper-competitive market.” Trier believes that the bank’s size allows for quick decision-making and a strong responsiveness to client needs, ultimately serving to enhance profitability as the team adjusts its focus.
Looking Forward
While the bank has refrained from disclosing the specific investments made within its corporate and commercial strategy, its leadership remains optimistic about future growth. With an eye on emerging markets such as Dallas, Houston, and Cincinnati, Associated Bank’s expansion strategy is geared towards identifying the right opportunities that align with its overall vision.
As the first quarter of 2026 approaches, non-solicitation agreements for the bank’s new commercial hires are set to expire, potentially catalyzing further growth as established relationships come back into play. “As we continue to execute on that strategy, absolutely, I’m going to be open-minded to more expansion in the right markets, as well as industry verticals,” Trier stated.
In conclusion, while the backdrop of economic uncertainty looms, Associated Bank’s proactive hiring and strategic focus on commercial growth signal its readiness to adapt and thrive in a challenging environment.
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