La Crosse County, Wisconsin, a core county of the La Crosse-Onalaska-Sparta, WI-MN market, holds $3.6B in deposits across 17 insured institutions and 38 branches. U.S. Bank National Association is the largest deposit holder at 17.6% share. The top three institutions hold 42.8% of deposits, which places the county in the fragmented band. Deposits have grown 34.9% since 2020 while the branch count rose by 1. It produces $7.6B of output, ranking #435 of the 1,523 counties within a CSA or MSA by economic output.
Deposit trend
Branches: 37 in 2020 to 38 in 2025. Institutions: 14 to 17. Top-three share: 35.9% to 42.8%.
Leading institutions by deposits
| Institution | Deposits | Share | 5‑yr |
|---|---|---|---|
| U.S. Bank National Association | $629M | 17.6% | +329% |
| Associated Bank, National Association | $454M | 12.7% | +27% |
| Citizens State Bank of La Crosse | $448M | 12.5% | +67% |
| River Bank | $413M | 11.5% | +52% |
| State Bank Financial | $345M | 9.6% | +15% |
| Coulee Bank | $284M | 7.9% | -4% |
| The First National Bank of Bangor | $217M | 6.1% | +29% |
| Wells Fargo Bank, National Association | $200M | 5.6% | -28% |
| Merchants Bank, National Association | $132M | 3.7% | -10% |
| BMO Bank National Association | $125M | 3.5% | -6% |
The 10 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. Even so, a large gain can reflect acquisition rather than competitive growth; “no 2020 presence” means neither the institution nor a bank it later absorbed reported deposits in this county that year.
Part of the La Crosse-Onalaska-Sparta market
La Crosse County is one of 4 counties that make up the La Crosse-Onalaska-Sparta, WI-MN market, a Combined Statistical Area (ranked #178 of 293 U.S. markets by economic output). It produces 64.8% of the market’s output and holds 62.6% of its deposits.
| Measure | La Crosse County | Share of La Crosse-Onalaska-Sparta market |
|---|---|---|
| 2024 GDP | $7.6B | 64.8% |
| Deposits | $3.6B | 62.6% |
| Population | 121,339 | 55.7% |
View the full La Crosse-Onalaska-Sparta market profile →
Recruiting in La Crosse County
Deposits are spread across a competitive field of institutions, so the bankers worth recruiting are dispersed across more of them. 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 La Crosse County, on a retained basis.
Start a confidential conversation