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Heartland Financial USA, Inc. is Rebranding as HTLF

SCROLL TO EXPLORE OUR NEW BRAND

Strength. Insight. Growth.

Introducing HTLF.

Our new brand reinforces the Strength, Insight and Growth we bring to our employees, customers, communities and investors. HTLF honors Heartland’s rich history and reflects the company’s geographic diversity and continued growth.

HTLF’s unique model powers its banks with technology, efficiency and strength. Decision making is local and focused on customers and relationships. This is community banking with the scale to compete at any level.

Strength. Insight. Growth.

We offer strength.

Strong corporate leadership and innovative thinking have uniquely positioned us in the financial landscape. Our business model and our diverse geographic footprint reduce risk and provide our banks with size and efficiency to compete at scale. We are purpose-driven to deliver strength and drive performance.

Comprehensive Insights.

We are a diverse team of financial experts, analysts and thought leaders. We are committed to providing our customers with insights that go beyond basic economic and market advice. We believe dedicated local talent offers unique perspective on regional markets and a true understanding of the customers we serve. It is from this comprehensive view that we provide smart, evidence-based insights that drive real results.

The power of growth.

We are focused on thoughtful, intentional and solid growth. Growth fuels our ability to evolve and exceed our customers’ needs. It affords the opportunity to compete at any level while providing unmatched experience. It’s how we achieve our mission of enriching lives one customer, employee and community at a time. Together, we are HTLF.

MISSION STATEMENT

Enriching lives one customer, employee and community at a time.

Together, we are HTLF.

VISION STATEMENT

We will be a top-performing and admired banking organization.

We will actively contribute to the vitality of the communities where we live and work.

We will deliver financial expertise and excellent experiences.

VALUES

Integrity

Always do the right thing — be honest and open.

Accountability

Own the opportunity and the outcome — keep your promises, follow through and follow up.

Excellence

Exceed expectations —every customer, every time.

Community

Engage your community and your team — support one another and unlock the potential around you.

VALUE PROPOSITION

Our unique model powers our geographically diverse group of  banks with technology, efficiency and strength. Decision making is local and focused on customers and relationships. This is community banking with the scale to compete at any level.

We see growth everywhere.

Envisioning our future.

Powered by HTLF.

Strength. Insight. Growth.