Buy regional bank leads by ZIP code

Your ZIP codes

Why this matters for a regional bank

Regional banks grow by taking share one metro at a time, and every September the FDIC Summary of Deposits shows where each bank stood on June 30, branch by branch and county by county. Share tells you where you stand, but not how many people in a ZIP code are ready to move, which is what the count above adds. The research below is why that number matters more now than it did before March 2023.

• After the run on Silicon Valley Bank in March 2023, the sharpest deposit outflows hit super-regional banks with $50 billion to $250 billion in assets, while banks above $250 billion took deposits in. Community banks and smaller regionals held steady by comparison. Regional banks have been rebuilding core deposits since. Federal Reserve Bank of New York, Liberty Street Economics, May 2023
• Banks announced 181 mergers in 2025, the most since 2021, led by Fifth Third's $10.9 billion agreement to buy Comerica and Huntington's purchase of Cadence. American Banker, the five biggest bank deals of 2025 and Forvis Mazars, Q4 2025 bank M&A update
• On average, 11% of consumer deposits leave an acquired bank within three months of its systems conversion, and more than 17% leave at the worst-run integrations. When a competitor in your footprint converts, its customers are shopping, most of them in the ZIP codes around its branches. Curinos, bank M&A benchmark data
• J.D. Power, which scores regional and midsize banks region by region, found that 8% of retail bank customers changed their primary bank in the year to January 2024, up from 5% in 2018, and that 13% say they will switch in the next 12 months. Switchers are a small share of any ZIP code, so it pays to know which people they are. J.D. Power 2024 U.S. Retail Banking Satisfaction Study
• One in four U.S. households is considering changing its main financial provider, a ten-year high. RFI Global MacroMonitor, 2025
• 93% of bank executives expect deposit competition to stay the same or intensify over the next 12 months. IntraFi Bank Executive Business Outlook Survey, Q3 2025
• There is now one branch for every 1,365 households, up from one for every 1,060 in 2015. Household growth is slowing, so one institution gains only when another loses. Bancography Outlook 2026
• The FDIC's Summary of Deposits covers more than 76,000 offices at more than 4,400 institutions as of June 30, 2025, with market share reports by state, county, and metro area. Every rival can pull your branch deposits from it, and you can pull theirs. The count above is the part of the picture the Summary of Deposits leaves out. FDIC Summary of Deposits, 2025

What these ranks are built from, and what they are not

This section lists what the count and the Row Pro list are built from, so your compliance officer can check it against the fair lending and advertising rules your bank is examined on.

What is used

• One regional bank customer likelihood rank, from 1–99, of how likely an adult is to bank with a regional bank.
• Financial institution shopper likelihood, a 1–99 rank of how likely an adult is to switch institutions in the next year.
• The ZIP codes you type. Nothing else. The Row Pro list is filtered on the same two ranks and the same ZIP codes, and adds only the name and mailing address you need to send the piece.

What is not used

• No prohibited basis under the Equal Credit Opportunity Act or the Fair Housing Act is an input to these ranks: race, color, religion, national origin, sex, marital status, age, familial status, disability, receipt of public assistance income, or the good-faith exercise of rights under the Consumer Credit Protection Act. 12 CFR § 1002.2(z), Regulation B, 42 U.S.C. § 3605, the OCC Comptroller's Handbook, Fair Lending, and the FDIC Consumer Compliance Examination Manual, fair lending chapter
• No credit data. The ranks are built from marketing data, not credit data, so no consumer report is pulled and the list is not a prescreened list under the Fair Credit Reporting Act. Use it to invite people to apply, not to decide who qualifies. Faraday's responsible AI page
• Regulation B bars advertising that would discourage anyone on a prohibited basis, and the Interagency Fair Lending Examination Procedures list a marketing area that leaves out majority-minority neighborhoods inside a bank's market as a redlining risk indicator. Choose ZIP codes by a rule you could state to an examiner, such as a whole metro or every ZIP code within a set distance of a branch, rather than by picking neighborhoods one at a time. 12 CFR § 1002.4(b) and the Interagency Fair Lending Examination Procedures
• The piece you mail still carries the official advertising statement, Member FDIC. If it quotes a deposit rate, the Regulation DD advertising rules apply. 12 CFR Part 328 and 12 CFR § 1030.8

How the count works

• Faraday's identity graph holds about 378 million adult records, more than the Census counts adults, because records for people who have moved or died leave the graph slowly. The counts on this page are records, so a ZIP code's total can run above its adult population. Most records hold a 1–99 rank for each likelihood; the rest are counted as not ranked. Likely means the top 20% nationally, a rank of 80 or higher.
• An in-market lead is a record that is likely to be a regional bank customer and likely to be shopping for a new institution. Both ranks must be 80 or higher.
• This page ships one count per ZIP code, computed ahead of time. Zero stays zero, counts under ten are withheld, and everything else is rounded to the nearest ten. No person-level data is on this page.
• Row Pro applies the same two filters to the same ZIP codes and shows a preview count before you pay. Its count will differ a little from the one here because it only delivers people with a verified mailing address.