La Crosse-Onalaska-Sparta, WI-MN, a Combined Statistical Area, holds $5.9 billion in deposits across 27 insured institutions and 74 branches, and ranks #178 of 293 U.S. markets by economic output. River Bank is the largest deposit holder at 12.5% share. The top three banks hold 33% of deposits, which places the market in the Fragmented band.
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 2021 to 74 in 2026. Institutions: 27 to 27. Top-three share: 38% to 33%. Average deposits per branch: $80M.
Institutions by deposits
| Institution | Deposits | Share | 5‑yr deposits |
|---|---|---|---|
| River Bank | $737M | 12.5% | +7% |
| U.S. Bank | $716M | 12.2% | +5% |
| Associated Bank | $515M | 8.7% | -34% |
| Merchants Bank | $470M | 8.0% | +10% |
| Citizens State Bank of La Crosse | $423M | 7.2% | +57% |
| State Bank Financial | $420M | 7.1% | +23% |
| Coulee Bank | $268M | 4.5% | -16% |
| CCFBank | $246M | 4.2% | +92% |
| Bank First | $226M | 3.8% | -3% |
| The First National Bank of Bangor | $226M | 3.8% | +22% |
| Wells Fargo Bank | $207M | 3.5% | -29% |
| Citizens First Bank | $198M | 3.4% | +12% |
| One Community Bank | $182M | 3.1% | +27% |
| ESB Bank | $179M | 3.0% | +48% |
| BMO Bank | $148M | 2.5% | -8% |
| Bank of Cashton | $127M | 2.2% | +22% |
| Old National Bank | $99M | 1.7% | -52% |
| Union State Bank | $97M | 1.7% | +8% |
| Ergo Bank | $70M | 1.2% | +11% |
| Peoples State Bank | $70M | 1.2% | -2% |
| Bank of Ontario | $67M | 1.1% | +26% |
| Royal Bank | $67M | 1.1% | +65% |
| Park Bank | $64M | 1.1% | +13% |
| Alerus Financial | $28M | 0.5% | -36% |
| Bluff View Bank | $24M | 0.4% | -1% |
| WNB Financial | $20M | 0.3% | +1,044% |
| Rushford State Bank (Incorporated) | $0M | 0.0% | no 2021 presence |
The 27 insured institutions with a branch presence in this market, per the FDIC Summary of Deposits, June 30, 2026. Five-year change compares the same institution’s deposits in 2021 and 2026. 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 2021 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% | 16.2% |
| Vernon County | Wisconsin | $1.2B | 31,443 | 10.3% | 11.7% |
| Houston County | Minnesota | $635M | 18,400 | 5.4% | 9.5% |
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.
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