La Crosse-Onalaska-Sparta, WI-MN 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% since 2020 while the branch count fell by 2.
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.
Leading 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% | +28% |
The 10 largest of 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; an acquirer absorbs the balances of banks it bought.
Counties in this market
| County | State | GDP | Population | Share of GDP |
|---|---|---|---|---|
| La Crosse County | Wisconsin | $7,638M | 121,339 | 64.8% |
| Monroe County | Wisconsin | $2,294M | 46,572 | 19.5% |
| Vernon County | Wisconsin | $1,213M | 31,443 | 10.3% |
| Houston County | Minnesota | $635M | 18,400 | 5.4% |
Recruiting in La Crosse
No single institution dominates deposits here, which usually means more competitors of a size where a strong team can move meaningful share. 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, on a retained basis.
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