Highlands County, Florida, a core county of the Sebring, FL market, holds $2.3B in deposits across 8 insured institutions and 17 branches. Heartland National Bank is the largest deposit holder at 29.7% share. The top three institutions hold 63.0% of deposits, which places the county in the concentrated band. Deposits have grown 34.0% since 2020 while the branch count fell by 10.5%. It produces $3.0B of output, ranking #776 of the 1,523 ranked counties by economic output.
Ranks show where the county stands among the 1,523 ranked counties (those within a Combined or Metropolitan Statistical Area that have a branch). They describe relative position, not a rating of market quality or suitability.
Deposit trend
Branches: 19 in 2020 to 17 in 2025. Institutions: 8 to 8. Top-three share: 57.2% to 63.0%.
Institutions by deposits
| Institution | Deposits | Share | 5‑yr |
|---|---|---|---|
| Heartland National Bank | $685M | 29.7% | +49% |
| Wells Fargo Bank | $514M | 22.3% | +146% |
| SouthState Bank | $256M | 11.1% | -4% |
| Crews Bank & Trust | $252M | 10.9% | -3% |
| Truist Bank | $236M | 10.2% | +9% |
| Bank of America | $219M | 9.5% | -1% |
| First Southern Bank | $83M | 3.6% | +163% |
| TD Bank | $65M | 2.8% | +4% |
The 8 insured institutions with a branch presence in this county, as of June 30, 2025. Five-year change compares the same institution’s county deposits in 2020 and 2025. Institutions are tracked by FDIC certificate number, and where an institution acquired another bank, the acquired bank’s prior deposits are folded into the baseline so the change reflects the combined, continuing franchise rather than reading as new. “No 2020 presence” means neither the institution nor a bank it later absorbed reported deposits in this county that year. Deposit figures are nominal and are not adjusted for inflation.
Part of the Sebring market
Highlands County is the only county in the Sebring, FL market, a Metropolitan Statistical Area (ranked #288 of 293 U.S. markets by economic output). It produces 100.0% of the market’s output and holds 100.0% of its deposits.
| Measure | Highlands County | Share of parent market |
|---|---|---|
| 2024 GDP | $3.0B | 100.0% |
| Deposits | $2.3B | 100.0% |
| Population | 111,122 | 100.0% |
View the full Sebring market profile →
Recruiting in Highlands County
Deposits are held closely by the largest banks, which often means the bankers worth recruiting are inside a small number of institutions. Who holds the deposits, and how contested the market is, shapes both the runway for growth and the competition you would be recruiting against. We recruit commercial relationship managers, banking teams, and market leaders for banks building in markets like Highlands County.
See how we help banks recruit commercial banking talent