2026 Pub. 17 Issue 2

In the age of analytics and informed decision-making, financial institutions have a largely untapped source of internal data. We know where our current customers live and operate their businesses, and we have access to internal product and service utilization. Given this wealth of information, how can community banks utilize it to improve marketing results and ROI?

As banking leaders navigate through 2026, they are focused on five key strategic priorities, including customer support, market expansion, operational efficiency and more. These efforts are all aimed at staying competitive and meeting rising customer expectations.

There are key moments in a financial institution’s lifecycle when a brand update or complete rebrand becomes the best path forward for growth and success. Seasoned leaders recognize these times: significant geographic expansion, entry into new markets, shifts in strategic direction or leadership, increased competitive pressure or mergers and acquisitions. Change can be positive; a brand change often marks a fresh start and offers the opportunity to view banking operations through a new lens.

In November 2025, the FASB issued Accounting Standards Update (ASU) No. 2025-08, Financial Instruments — Credit Losses (Topic 326): Purchased Loans. The standard represents one of the most significant modifications to CECL accounting since the adoption of ASC 326, Current Expected Credit Losses and is expected to impact banks that acquire loans through mergers, branch acquisitions or portfolio purchases.

Deposit networks are often described as funding tools, enabling banks to access funds and depositors to access FDIC insurance on large amounts. But they are far more than that. Deposit networks can also be balance sheet levers — mechanisms that allow banks to manage timing, risk and optionality without sacrificing customer relationships.

The 2026 West Virginia Legislative Session delivered several important wins for West Virginia’s banks and their customers. The West Virginia Bankers Association’s agenda focused primarily on protecting our banks’ most vulnerable customers. We also participated in the passage of several bills focused on economic development with implications for banks. Most importantly, no bill passed this session adverse to the banking industry.