La Crosse-Onalaska-Sparta, WI-MN, a Combined Statistical Area, holds $5.7 billion in deposits across 27 insured institutions and 75 branches, ranking #178 of 293 U.S. markets by economic output. River Bank is the largest deposit holder at 12.7% share. The top three institutions hold 32.3% of deposits, which places the market in the fragmented band. Deposits have grown 28.0% since 2020 while the branch count fell by 2.6%.
Ranks show where the market stands among the 293 markets (Combined and Metropolitan Statistical Areas). They describe relative position, not a rating of market quality or suitability.
Deposit trend
Branches: 77 in 2020 to 75 in 2025. Institutions: 26 to 27. Top-three share: 29.8% to 32.3%. Deposits per branch: $76M.
Institutions by deposits
| Institution | Deposits | Share | 5‑yr |
|---|---|---|---|
| River Bank | $0.7B | 12.7% | +25% |
| U.S. Bank | $0.6B | 11.0% | +329% |
| Associated Bank | $0.5B | 8.7% | +27% |
| Citizens State Bank of La Crosse | $0.5B | 7.8% | +67% |
| Merchants Bank | $0.4B | 7.8% | +23% |
| State Bank Financial | $0.4B | 7.1% | +15% |
| Coulee Bank | $0.3B | 5.0% | -4% |
| Citizens Community Federal | $0.3B | 4.5% | +70% |
| Bank First | $0.2B | 4.2% | +6% |
| The First National Bank of Bangor | $0.2B | 3.8% | +29% |
| Wells Fargo Bank | $200M | 3.5% | -28% |
| Citizens First Bank | $193M | 3.4% | +18% |
| One Community Bank | $169M | 3.0% | no 2020 presence |
| ESB Bank | $160M | 2.8% | +56% |
| BMO Bank | $157M | 2.8% | -9% |
| Bank of Cashton | $116M | 2.0% | +22% |
| Union State Bank | $93M | 1.6% | +20% |
| Old National Bank | $91M | 1.6% | -52% |
| Bank of Ontario | $69M | 1.2% | +59% |
| Peoples State Bank | $66M | 1.1% | +3% |
| Park Bank | $64M | 1.1% | +24% |
| Ergo Bank | $61M | 1.1% | no 2020 presence |
| Royal Bank | $55M | 1.0% | +59% |
| Alerus Financial | $30M | 0.5% | no 2020 presence |
| Bluff View Bank | $29M | 0.5% | +53% |
| WNB Financial | $17M | 0.3% | no 2020 presence |
| Rushford State Bank (Incorporated) | $0M | 0.0% | no 2020 presence |
The 27 insured institutions with a branch presence, as of June 30, 2025. Five-year change compares the same institution’s 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 market that year. Deposit figures are nominal and are not adjusted for inflation.
Counties in this market
| County | State | GDP | Population | Share of Market GDP | |
|---|---|---|---|---|---|
| La Crosse County | Wisconsin | $7.6B | 121,339 | 64.8% | 62.6% |
| Monroe County | Wisconsin | $2.3B | 46,572 | 19.5% | 16.4% |
| Vernon County | Wisconsin | $1.2B | 31,443 | 10.3% | 11.7% |
| Houston County | Minnesota | $635M | 18,400 | 5.4% | 9.3% |
Recruiting in the La Crosse-Onalaska-Sparta market
No single institution dominates deposits here, which often means more competitors of a size where a well-positioned team has room to compete. 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 this one.
See how we help banks recruit commercial banking talent