Santa Rosa County, Florida, a core county of the Pensacola-Ferry Pass-Brent, FL market, holds $1.9B in deposits across 12 insured institutions and 23 branches. Regions Bank is the largest deposit holder at 33.8% share. The top three institutions hold 55.9% of deposits, which places the county in the moderately concentrated band. Deposits have grown 7.4% since 2020 while the branch count fell by 3. It produces $6.1B of output, ranking #519 of the 1,523 counties within a CSA or MSA by economic output.
Deposit trend
Branches: 26 in 2020 to 23 in 2025. Institutions: 14 to 12. Top-three share: 50.3% to 55.9%.
Leading institutions by deposits
| Institution | Deposits | Share | 5‑yr |
|---|---|---|---|
| Regions Bank | $627M | 33.8% | +21% |
| Hancock Whitney Bank | $206M | 11.1% | +17% |
| Synovus Bank | $204M | 11.0% | +16% |
| United Bank | $190M | 10.2% | +69% |
| Truist Bank | $152M | 8.2% | 0% |
| SouthState Bank, National Association | $119M | 6.4% | -22% |
| Bank of America, National Association | $106M | 5.7% | +7% |
| Wells Fargo Bank, National Association | $95M | 5.1% | +35% |
| Centennial Bank | $58M | 3.1% | +46% |
| Renasant Bank | $51M | 2.7% | no 2020 presence |
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 organic growth; “no 2020 presence” means neither the institution nor a bank it later absorbed reported deposits in this county that year.
Part of the Pensacola-Ferry Pass-Brent market
Santa Rosa County is one of 2 counties that make up the Pensacola-Ferry Pass-Brent, FL market, a Metropolitan Statistical Area (ranked #112 of 293 U.S. markets by economic output). It produces 24.5% of the market’s output and holds 22.7% of its deposits.
| Measure | Santa Rosa County | Share of Pensacola-Ferry Pass-Brent market |
|---|---|---|
| 2024 GDP | $6.1B | 24.5% |
| Deposits | $1.9B | 22.7% |
| Population | 211,115 | 38.7% |
View the full Pensacola-Ferry Pass-Brent market profile →
Recruiting in Santa Rosa County
Deposits are split among a moderate 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 Santa Rosa County, on a retained basis.
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