Potter County, Texas, a core county of the Amarillo-Borger, TX market, holds $7.6B in deposits across 12 insured institutions and 30 branches. Amarillo National Bank is the largest deposit holder at 71.9% share. The top three institutions hold 88.2% of deposits, which places the county in the concentrated band. Deposits have grown 20.4% since 2020 while the branch count fell by 3. It produces $8.9B of output, ranking #397 of the 1,523 counties within a CSA or MSA by economic output.
Deposit trend
Branches: 33 in 2020 to 30 in 2025. Institutions: 14 to 12. Top-three share: 85.5% to 88.2%.
Leading institutions by deposits
| Institution | Deposits | Share | 5‑yr |
|---|---|---|---|
| Amarillo National Bank | $5.5B | 71.9% | +36% |
| FirstBank Southwest | $654M | 8.6% | +53% |
| Centennial Bank | $596M | 7.8% | no 2020 presence |
| Bank of America, National Association | $311M | 4.1% | -16% |
| JPMorgan Chase Bank, National Association | $213M | 2.8% | +57% |
| Wells Fargo Bank, National Association | $133M | 1.7% | -37% |
| BOC Bank | $114M | 1.5% | +164% |
| Herring Bank | $100M | 1.3% | -6% |
| First State Bank | $20M | 0.3% | +115% |
| First National Bank Texas | $3M | 0.0% | +44% |
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 Amarillo-Borger market
Potter County is one of 6 counties that make up the Amarillo-Borger, TX market, a Combined Statistical Area (ranked #123 of 293 U.S. markets by economic output). It produces 39.5% of the market’s output and holds 68.0% of its deposits.
| Measure | Potter County | Share of Amarillo-Borger market |
|---|---|---|
| 2024 GDP | $8.9B | 39.5% |
| Deposits | $7.6B | 68.0% |
| Population | 114,453 | 38.7% |
View the full Amarillo-Borger market profile →
Recruiting in Potter 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 Potter County, on a retained basis.
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