{"id":1199,"date":"2026-04-28T05:00:08","date_gmt":"2026-04-28T05:00:08","guid":{"rendered":"https:\/\/banking.deepdigitalventures.com\/blog\/?p=1199"},"modified":"2026-04-28T05:00:08","modified_gmt":"2026-04-28T05:00:08","slug":"how-to-find-banks-quietly-losing-home-county-market-share","status":"publish","type":"post","link":"https:\/\/banking.deepdigitalventures.com\/blog\/how-to-find-banks-quietly-losing-home-county-market-share\/","title":{"rendered":"How to Find Banks Quietly Losing Home-County Market Share"},"content":{"rendered":"\n

Some banks still look healthy in the Call Report while losing the local deposit relationships that made them valuable. This screen shows how to test whether a bank is losing share in its headquarters county or largest deposit county, how to separate a real franchise problem from branch consolidation, and how to reconcile the result to institution-level deposits, funding mix, credit, and capital.<\/p>\n\n\n\n

Use the Deep Digital Ventures Banking bank search and individual bank profiles<\/a> to assemble the first bank list, then move to primary sources for the share test. This is a methodology piece, not a ranked list of failing banks.<\/p>\n\n\n\n

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Key Takeaways<\/h3>\n\n\n\n
  • Home-county deposit share can fall even while total bank deposits rise.<\/li>
  • The main watch line is a 100-basis-point decline, or a 10% relative decline, across three annual SOD periods.<\/li>
  • Branch count, deposits per branch, and named competitor gains decide whether the decline is strategic, competitive, or just a footprint change.<\/li>
  • Do not call deposit growth core until SOD, Call Report deposits, average balances, funding cost, and brokered funding point in the same direction.<\/li><\/ul>\n<\/div>\n\n\n\n

    Published:<\/strong> April 23, 2026. Last updated:<\/strong> April 24, 2026. Data cycle:<\/strong> the newest SOD data used here is the June 30, 2025 cycle, released by the FDIC on September 19, 2025; the 2026 SOD survey had not yet been filed or published as of this update.<\/p>\n\n\n\n

    The FDIC Summary of Deposits (SOD) is the annual branch-office deposit survey measured on June 30.[1]<\/sup> FDIC FIL-14-2025 says the 2025 SOD survey was due July 31, 2025, with no filing extensions and publication no later than September 30, 2025.[2]<\/sup> The FDIC’s September 19, 2025 release said the survey covered more than 76,000 domestic offices operated by more than 4,400 FDIC-insured institutions and U.S. branches of foreign banks.[3]<\/sup> For institution-level data, the FFIEC Central Data Repository provides Call Reports and UBPRs for most FDIC-insured institutions, with public Call Report data back to March 31, 2001.[4]<\/sup><\/p>\n\n\n\n

    Definitions used below: SOD means Summary of Deposits; RC-E is the Call Report deposit schedule; RC-K is quarterly average balances; RC-O is other data used for deposit insurance assessments; RC-C is loans; RC-N is past-due and nonaccrual loans; RI is income and expense; RI-B is charge-offs and recoveries; RI-C is allowances; and RC-R is regulatory capital.<\/p>\n\n\n\n

    What "Quietly Losing Share" Means<\/h2>\n\n\n\n

    For this screen, "quietly losing share" means the bank’s home-county SOD market share falls by at least 100 basis points, or by at least 10% of its starting share, across three annual SOD periods, while the headline bank still looks acceptable on Call Report totals. That 100-basis-point or 10% test is a practical watch line, not a regulatory limit.<\/p>\n\n\n\n

    Signal<\/th>Interpretation<\/th>Source to check<\/th><\/tr><\/thead>
    Home-county share declines by 100 basis points or 10% relative over three SOD years<\/td>The local franchise may be losing position even if the bank is still growing elsewhere.<\/td>SOD market share reports[1]<\/sup><\/td><\/tr>
    Branch count stays flat while county deposits lag<\/td>Existing locations may be less productive, not merely fewer.<\/td>SOD branch data and BankFind history<\/td><\/tr>
    Company deposits rise while home-county share falls<\/td>Growth may be coming from other counties, acquired markets, online channels, or rate-sensitive funding.<\/td>RC-E, RC-K, RI, and SOD by county<\/td><\/tr>
    Brokered or nonlocal funding becomes more important<\/td>Funding may be less relationship-based than the local branch book suggests.<\/td>FDIC brokered deposits resource[6]<\/sup>, RC-E, and RC-O<\/td><\/tr>
    Named competitors gain share in the same county<\/td>The issue may be competitive execution rather than county-level economic weakness.<\/td>SOD competitor rankings by county<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

    This is a franchise-quality screen before it is a liquidity screen. Liquidity pressure shows up in funding mix, uninsured deposits, average balances, and contingency plans; home-county share shows whether the bank is still winning the local deposit relationships it claims as core.<\/p>\n\n\n\n

    How to Build the Screen<\/h2>\n\n\n\n

    Start with the bank’s headquarters county and the county where it has the largest SOD branch-deposit base. If those are different counties, run both views. A bank can be legally headquartered in one county while its real deposit base sits in another market after mergers or branch acquisitions.<\/p>\n\n\n\n

    • Confirm the legal bank.<\/strong> Use FDIC BankFind Suite[7]<\/sup> and the Federal Reserve National Information Center[8]<\/sup> to separate the insured depository institution from the holding company.<\/li>
    • Pull at least three SOD periods.<\/strong> Five annual June 30 periods are better when the bank has completed branch sales, whole-bank acquisitions, or market exits.<\/li>
    • Calculate county share.<\/strong> Divide the bank’s deposits in the county by total FDIC-insured institution deposits in that county for each SOD year.<\/li>
    • Compare footprint and productivity.<\/strong> Track branch count and deposits per branch so a planned branch consolidation is not mislabeled as weak local demand.<\/li>
    • Rank the gainers.<\/strong> Identify the top 10 institutions by share gain in the same county, not just the banks with the largest ending share.<\/li>
    • Reconcile to Call Reports.<\/strong> Compare the county trend with RC-E deposits, RC-K averages, RC-O funding data, and RI interest expense.<\/li>
    • Check credit and capital context.<\/strong> Use RC-C, RC-N, RI-B, RI-C, and RC-R when funding weakness appears beside loan growth or credit deterioration.<\/li>
    • Search enforcement sources separately.<\/strong> Check FDIC[9]<\/sup>, OCC[10]<\/sup>, and Federal Reserve[11]<\/sup> enforcement actions before describing the result as only strategic.<\/li><\/ul>\n\n\n\n

      A one-year SOD decline can be noise because SOD is a June 30 branch snapshot. A three-year decline with flat branch count, companywide deposit growth, and no clear merger explanation is the better signal.<\/p>\n\n\n\n

      Actual 2025 SOD Walkthrough<\/h3>\n\n\n\n

      As a concrete denominator check, use the Southern Indiana county set disclosed in First Merchants’ third-quarter 2025 investor update, which cites FDIC SOD data as of June 30, 2025. The county set includes Clark, Crawford, Daviess, Floyd, Harrison, and Washington counties in Indiana.[5]<\/sup> This is not a share-loss finding; it shows how the screen translates one SOD market-share table into market size and competitor context before you test multiple years.<\/p>\n\n\n\n

      2025 SOD item<\/th>Calculation<\/th>What it tells you<\/th><\/tr><\/thead>
      First Savings Financial Group<\/td>$1.740612 billion of deposits at 19.4% share<\/td>Implied market deposits are about $8.97 billion.<\/td><\/tr>
      PNC Financial Services Group<\/td>$1.715164 billion of deposits at 19.1% share<\/td>The same denominator checks to about $8.98 billion.<\/td><\/tr>
      JPMorgan Chase & Co.<\/td>$951.033 million of deposits at 10.6% share<\/td>The ranking identifies the next competitor set to watch.<\/td><\/tr>
      Screening bridge<\/td>If a bank falls from 15.0% to 13.5% over three SOD years<\/td>The decline is 150 basis points, above the watch line.<\/td><\/tr>
      Decision point<\/td>Run the same county table across at least three SOD periods<\/td>A single market-share table is context; the trend is the finding.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

      Market Share Loss Patterns<\/h2>\n\n\n\n

      Not all share losses mean the same thing. Share down with branches down can be a planned exit, consolidation, or branch sale. Share down with branches flat is a stronger competitive warning because the bank is keeping the footprint but losing deposit momentum. Share down while company deposits rise means growth shifted to another market, acquisition, online channel, or less local funding source. Share down while loans rise means loan growth may be outrunning the relationship deposits that should fund it.<\/p>\n\n\n\n

      Commercial real estate concentration makes the share screen more important. The 2006 Interagency CRE Concentration Guidance does not create hard lending limits, but it names two supervisory screening criteria: construction, land development, and other land loans at 100% or more of total capital, or total CRE loans at 300% or more of total capital with CRE growth of 50% or more during the prior 36 months.[12]<\/sup> A bank losing home-county share while approaching those CRE screens deserves a more careful funding and credit review.<\/p>\n\n\n\n

      Why Call Reports Are Not Enough<\/h2>\n\n\n\n

      Call Reports are essential, but they do not answer the county-share question by themselves. The FFIEC 051 current information page describes the report as a balance sheet, income statement, and supporting schedules; the FFIEC 041 and FFIEC 031 pages provide the larger-bank versions and current instructions.[13]<\/sup>[14]<\/sup>[15]<\/sup><\/p>\n\n\n\n

      Call Report schedule<\/th>What it helps answer<\/th>Limit for home-county share<\/th><\/tr><\/thead>
      RC<\/td>Institution-level balance sheet, including total assets and liabilities<\/td>Does not show county branch share<\/td><\/tr>
      RC-E<\/td>Deposit liabilities and deposit detail<\/td>Shows institution deposits, not which county produced them<\/td><\/tr>
      RC-K<\/td>Quarterly average balances<\/td>Smooths quarter-end balances but still is not local share<\/td><\/tr>
      RC-O<\/td>Other data for deposit insurance assessments<\/td>Useful for funding review, not a county ranking<\/td><\/tr>
      RC-C<\/td>Loan categories, including real estate and commercial loan exposure<\/td>Shows loan mix, not branch deposit competitiveness<\/td><\/tr>
      RC-N, RI-B, RI-C<\/td>Past due loans, nonaccrual loans, charge-offs, recoveries, and allowances<\/td>Shows credit stress, not deposit share<\/td><\/tr>
      RC-R<\/td>Regulatory capital components and ratios<\/td>Shows capital context, not local franchise position<\/td><\/tr>
      RI<\/td>Income, expense, and earnings pressure<\/td>Can show funding cost pressure but not county share loss<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

      The right conclusion uses Call Reports and SOD together. If RC-E deposits are rising but SOD home-county share is falling, do not call that a deposit success story until you know whether the growth came from the core franchise, another county, a merger, a high-rate campaign, or brokered deposits.<\/p>\n\n\n\n

      What to Do With the Result<\/h2>\n\n\n\n

      Use a tiered decision rule. Monitor a decline below 50 basis points over three SOD years if branches also declined. Ask management for an explanation when the decline reaches 100 basis points or 10% relative with flat branches. Escalate the review when share loss appears with rising funding cost, heavier brokered deposits, weak average-balance trends, CRE concentration screens, or credit deterioration.<\/p>\n\n\n\n

      • Was the decline intentional?<\/strong> Match SOD branch changes against merger records, branch sales, and board-approved market exits.<\/li>
      • Did the bank keep the footprint but lose productivity?<\/strong> Compare deposits per branch and name the county competitors gaining share.<\/li>
      • Did company growth come from less local funding?<\/strong> Review deposits, averages, funding cost, insurance-assessment data, and brokered-deposit disclosures.<\/li>
      • Did loan growth outrun local deposits?<\/strong> Compare loan growth with deposit growth and the SOD county trend.<\/li>
      • Is this sponsor-bank or partner diligence?<\/strong> Treat county-share loss as one franchise signal, then run compliance, enforcement, operational-risk, and third-party-risk work in a separate diligence track.<\/li><\/ul>\n\n\n\n

        The practical next step is simple: build a one-page county-share bridge before the next credit memo, board packet, sponsor-bank diligence call, or reporting pitch. If the bank cannot explain why its core county is losing share while the company is still growing, treat the answer as an open diligence item rather than a completed deposit analysis.<\/p>\n\n\n\n

        FAQ<\/h2>\n\n\n\n

        Is SOD the same as Call Report deposits?<\/h3>\n\n\n\n

        No. SOD is branch-office deposit data measured each June 30 for market share analysis. Call Reports are institution-level quarterly regulatory reports with schedules for deposits, loans, income, capital, credit quality, and other items.<\/p>\n\n\n\n

        Which county should count as the home county?<\/h3>\n\n\n\n

        Run the headquarters county and the county with the largest SOD branch-deposit base. If they point in different directions, the difference is part of the finding.<\/p>\n\n\n\n

        How much share loss is worth attention?<\/h3>\n\n\n\n

        For a first screen, monitor anything below 50 basis points over three SOD years, flag 100 basis points or 10% relative share loss, and escalate when the decline is paired with flat branches or weaker funding quality. Those are analyst watch lines, not FDIC or FFIEC regulatory thresholds.<\/p>\n\n\n\n

        Does an enforcement action prove the bank is losing local share?<\/h3>\n\n\n\n

        No. Enforcement actions and SOD share answer different questions. Use SOD to test local franchise position, and use FDIC, OCC, and Federal Reserve enforcement databases to test whether separate safety, soundness, compliance, or third-party-risk issues are present.<\/p>\n\n\n\n