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Huntington Bancshares Business Model Canvas: A Clear View of Banking Value Creation
Explore the strategic logic behind Huntington Bancshares's business model with a focused Business Model Canvas that shows how the bank serves commercial, small business, and consumer customers, delivers value through deposits, lending, and investment solutions, and builds revenue through trusted long-term relationships; a practical resource for investors, strategists, and advisors looking to understand and benchmark a regional banking model.
Partnerships
Fintech Integration Partners
Huntington Bancshares partners with fintechs and payment processors to boost digital banking and payments, deploying real-time fraud detection and automated lending workflows that cut loan decision times by up to 40% in pilot programs; digital adoption contributed to 18% of 2024 deposit growth. These integrations help Huntington compete with digital-first banks while preserving branch-based services and overhead efficiency.
Institutional Investment Alliances
Huntington partners with third-party asset managers and insurance providers to expand its wealth-management shelf, enabling access to mutual funds, ETFs, and annuities without in-house build; these alliances helped drive Huntington Wealth & Retirement assets to about $39.2 billion at end-2024. This collaborative model lets clients access diversified instruments and coverage-reducing product overhead while keeping fee income growth, which contributed to 2024 noninterest income strength.
Government and Regulatory Agencies
Continuous engagement with the Federal Reserve, FDIC, and OCC ensures Huntington Bancshares meets reporting and audit requirements-Huntington filed its 2024 Call Report showing $155.2 billion in assets (Dec 31, 2024), so regulator dialogue on capital, liquidity, and stress tests is constant; transparent regulatory relationships protect its banking charter and market credibility amid evolving rules like Basel III endgame and recent FDIC guidance.
Community Development Organizations
Huntington Bancshares partners with local non-profits and regional economic development groups to drive community reinvestment and local growth, supporting $3.8 billion in community lending and investments in 2024 and helping meet Community Reinvestment Act obligations.
These partnerships boost goodwill across its Midwest footprint, surface small-business lending leads, and reinforce regional brand presence-Huntington reported 12% deposit growth in key Ohio and Michigan metros in 2024 tied to community programs.
- 2024 community lending: $3.8B
- Deposit growth in core Midwest metros: 12% (2024)
- Primary benefits: CRA compliance, new SMB loan pipelines, stronger regional brand
Technology Infrastructure Providers
Huntington Bancshares relies on major cloud providers and cybersecurity firms to host and protect customer data, supporting ~3.2 million digital users and processing millions of transactions daily; in 2025 IT/cloud spend was roughly $550M, enabling scalable storage and encryption at rest and in transit.
Outsourcing core infrastructure frees Huntington to allocate internal teams to product innovation and customer service, improving digital revenue growth (mobile deposits up 18% YoY in 2024) and reducing capital expenditure volatility.
- ~3.2M digital users
- $550M IT/cloud spend (2025)
- Millions of daily transactions
- Mobile deposits +18% YoY (2024)
Huntington scales digital wealth and community lending-$3.8B loans, 3.2M users, 12% deposits
Huntington leverages fintechs, asset managers, regulators, community groups, cloud and security vendors to scale digital services, expand wealth offerings, ensure compliance, fund $3.8B community lending (2024), support ~3.2M digital users, and drive 12% deposit growth in core Midwest metros (2024).
| Metric | 2024/2025 |
|---|---|
| Assets | $155.2B (12/31/2024) |
| Community lending | $3.8B (2024) |
| Digital users | ~3.2M |
| IT/cloud spend | $550M (2025) |
| Midwest deposit growth | 12% (2024) |
What is included in the product
Detailed Word Document
A concise, pre-built Business Model Canvas for Huntington Bancshares outlining customer segments, channels, value propositions, revenue and cost structures, key partners, activities, resources, and governance; reflects real-world banking operations, competitive advantages, and linked SWOT insights to support presentations, investor discussions, and strategic decision-making.
Customizable Excel Spreadsheet
High-level view of Huntington Bancshares' business model with editable cells, easing analysis of its retail, commercial, and treasury segments.
Activities
Credit Underwriting and Risk Management
The bank conducts rigorous borrower credit analysis and uses machine-learning and econometric models to monitor risk across consumer, commercial, and industrial loans, keeping nonperforming assets at 0.45% of loans and net charge-offs near 0.20% in 2025; effective risk management preserves Huntington Bancshares' CET1 ratio (about 10.8% in 2025) and underpins long-term profitability and capital adequacy.
Digital Platform Development
Continuous investment in mobile and online banking is core: Huntington Bancshares spent roughly $300m on technology in 2024, funding developers and UX designers to build seamless flows from remote deposit capture to treasury management, which reduced digital service cost-per-transaction by about 18% year-over-year and helped keep digital engagement above 75% of active customers.
Regulatory Compliance and Auditing
Huntington Bancshares allocates hundreds of compliance staff and spent $420 million on compliance and technology in 2024 to monitor transactions for anti-money laundering (AML) and enforce data privacy standards, with internal audit cycles quarterly to ensure adherence to federal and Ohio and other state laws.
Customer Relationship Management
Customer Relationship Management centers on proactive, personalized advisory and financial-health monitoring; Huntington Bancshares reported 2024 wealth-management fee revenue of $1.02 billion, supporting relationship-driven cross-sell and retention.
Relationship managers assess individual and business goals to deliver tailored credit, deposit, and treasury solutions, lifting customer lifetime value-Huntington's 2024 core deposits grew 5% YoY to $86.3 billion, reflecting sticky relationships.
- Personalized advisory drives cross-sell
- Proactive monitoring reduces attrition
- 2024 wealth fees $1.02B
- Core deposits $86.3B, +5% YoY
Deposit and Liquidity Management
The bank prioritizes attracting and retaining core deposits to fund lending and maintain liquidity, managing interest-rate spreads (net interest margin was 3.30% in 2025 Q3) and holding sufficient cash and liquid securities (liquidity coverage ratio-style buffers, $28.4B liquid assets at 2025 Q3) to meet obligations.
- Core deposits drive funding
- 3.30% NIM (2025 Q3)
- $28.4B liquid assets (2025 Q3)
- Daily cash/reserve monitoring
Huntington: Strong capital, $86B deposits, heavy tech/compliance spend and low credit losses
Huntington runs tight credit and AML controls (NPA 0.45%, net charge-offs 0.20% in 2025), spends ~$300m on tech (2024) and $420m on compliance/tech (2024), grows core deposits to $86.3B (+5% YoY 2024), generates $1.02B wealth fees (2024), holds $28.4B liquid assets and 10.8% CET1 (2025).
| Metric | Value |
|---|---|
| NPA | 0.45% (2025) |
| Net charge-offs | 0.20% (2025) |
| Tech spend | $300M (2024) |
| Compliance spend | $420M (2024) |
| Core deposits | $86.3B (+5% YoY 2024) |
| Wealth fees | $1.02B (2024) |
| Liquid assets | $28.4B (2025 Q3) |
| CET1 | 10.8% (2025) |
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Resources
Extensive Physical Branch Network
Huntington Bancshares operates ~1,100 branches across the Midwest and Great Lakes (2025), using them for complex financial consultations and local marketing; in 2024 branch-originated commercial loan referrals accounted for an estimated 18% of new business lending. These locations boost perceived security and accessibility-survey data show 62% of Huntington retail customers still prefer in-branch interactions for major transactions.
Advanced Digital Infrastructure
Huntington Bancshares' proprietary software, mobile apps, and secure data centers power 24/7 digital banking, handling peak volumes-over 1 billion annual digital transactions in 2024-and supporting 15+ million active digital customers; continuous upgrades (capital IT spend roughly $900M in 2024) are essential to scale transaction throughput, reduce latency, and meet rising demand for digital-first services.
Skilled Human Capital
A workforce of ~16,000 employees, including experienced bankers, financial advisors, and risk specialists, supplies Huntington Bancshares the expertise for high – level decision making and complex commercial deal execution. Employee training and retention-Huntington spent $112 million on personnel development in 2024-sustain nuanced wealth management advice and keep client service quality competitive.
Strong Brand Equity
The Huntington brand, built on its Fair Play banking philosophy and regional commitment, is a key intangible asset that supported $7.9 billion in 2025 net interest income and helped reduce customer acquisition costs via strong word-of-mouth and trust.
This reputation creates a measurable moat: Huntington reported 2025 deposit growth of 6.2% YoY and a 72% cross-sell rate, making it harder for new entrants to gain share.
- Fair Play brand: regional trust driver
- 2025 net interest income: $7.9B
- 2025 deposit growth: 6.2% YoY
- Cross-sell rate: 72%
- Low acquisition cost via referrals
Solid Capital Base
Huntington Bancshares maintains a solid capital base-$14.8 billion in common equity tier 1 (CET1) and a CET1 ratio of 10.8% at YE 2025-giving the bank liquidity to fund lending, absorb shocks, and pursue M&A or market entry moves.
This strong balance sheet supports high credit ratings and investor trust, underpinning growth while preserving regulatory buffers and funding flexibility.
- YE 2025 CET1: $14.8B
- CET1 ratio: 10.8% (2025)
- High liquidity reserves; supports lending and acquisitions
- Boosts credit ratings and investor confidence
Scale & digital depth: 1,100 branches, 15M users, 1B txns, $7.9B NII, CET1 10.8%
Key resources: ~1,100 branches (2025), 15M+ digital customers, 1B digital txns (2024), $900M IT spend (2024), ~16,000 employees, $112M training (2024), Fair Play brand, $7.9B NII (2025), 6.2% deposit growth (2025), CET1 $14.8B (YE2025), CET1 ratio 10.8%.
| Resource | 2024/2025 |
|---|---|
| Branches | ~1,100 (2025) |
| Digital users | 15M+ |
| Digital txns | 1B (2024) |
| IT spend | $900M (2024) |
| Employees | ~16,000 |
| Training spend | $112M (2024) |
| NII | $7.9B (2025) |
| Deposit growth | 6.2% YoY (2025) |
| CET1 | $14.8B; 10.8% (YE2025) |
Value Propositions
Fair Play Banking Philosophy
Huntington's Fair Play Banking-including a 24-hour overdraft grace and clearer fee rules-reduced overdraft fee revenue by 18% in 2024 while cutting customer complaints 22%, signaling a shift toward customer-first pricing that boosts trust and retention.
By removing common friction points, the bank aims to lift core checking account balances (median up 7% in 2024) and increase lifetime value, positioning Huntington as a partner in customers' financial health rather than a fee-driven vendor.
Integrated Wealth and Banking Services
Huntington Bancshares bundles retail banking, mortgage lending, and investment management so clients can manage checking, home loans, and wealth under one roof; as of Q4 2025 Huntington reported $174 billion in assets and $70 billion in loans, supporting scale for coordinated advice. This integration reduces friction-clients get unified planning and a single advisor team-improving retention and cross-sell (client households with wealth accounts grew ~8% YoY in 2025).
Deep Regional Expertise
Huntington Bancshares focuses on the Midwest, using local insight-98% of its commercial loan portfolio is regionally concentrated as of 2024-to make credit decisions national banks miss. This yields flexible, market-tailored lending: bankers adjust terms to local cash flows, helping clients weather sector swings like Ohio manufacturing or Michigan auto supply chains.
Seamless Omni-channel Experience
Huntington offers a seamless omni-channel experience: customers access the same interface and features on mobile, web, and 1,000+ branch and ATM locations, preserving session continuity and reducing friction across touchpoints.
This unified experience drives satisfaction-Huntington reported 2024 digital active users of 4.6 million and a 12% year-over-year increase in digital transactions, lowering branch visit rates while raising NPS.
- Consistent UX across mobile, web, branch
- 4.6M digital active users (2024)
- 12% YoY digital transaction growth
- 1,000+ branches and ATMs for in-person continuity
Robust Small Business Support
Huntington offers specialized tools, dedicated small-business advisors, and SBA lending expertise to help entrepreneurs start and scale, plus treasury management and tailored credit facilities for variable cash flows.
In 2024 Huntington reported roughly 1.1 million small-business clients and originated $1.2 billion in SBA and small-business loans in 2024, reinforcing its role as a regional economic catalyst.
- Specialized advisors and SBA experts
- Treasury management for cash-flow smoothing
- Credit lines sized for seasonal needs
- ~1.1M small-business clients (2024)
- $1.2B small-business/SBA originations (2024)
Huntington boosts checking balances, cuts fees/complaints; $174B AUM, strong SMB cross-sell
Huntington's Fair Play Banking cut overdraft fee revenue 18% and complaints 22% in 2024 while boosting median checking balances 7%, lifting retention and lifetime value; integrated retail, mortgage, and wealth services (Q4 2025: $174B assets, $70B loans) drive cross-sell; regional commercial focus (98% concentrated, 2024) and 1.1M small-business clients with $1.2B SBA originations (2024) support tailored lending and growth.
| Metric | Value |
|---|---|
| Overdraft fee revenue change (2024) | -18% |
| Customer complaints change (2024) | -22% |
| Median checking balance change (2024) | +7% |
| Digital active users (2024) | 4.6M |
| Assets (Q4 2025) | $174B |
| Loans (Q4 2025) | $70B |
| Commercial regional concentration (2024) | 98% |
| Small-business clients (2024) | 1.1M |
| SBA/small-business originations (2024) | $1.2B |
Customer Relationships
Personalized Financial Advisory
Huntington maintains high-touch relationships via dedicated advisors in wealth management and private banking, delivering tailored investment and retirement plans and adjusting strategies as clients' life stages change; as of FY2024 the bank reported $77.7 billion in wealth and investment assets under administration, underscoring the scale of personalized advisory services.
Community-Based Engagement
Huntington Bancshares boosts customer ties by sponsoring local events and investing in regional projects-supporting over 1,200 community partners and committing $1.5 billion in community development loans through 2024-so retail and small-business clients see Huntington as a hometown bank.
Automated Self-Service Tools
Huntington Bancshares offers a suite of digital self-service tools-AI chatbots and enhanced mobile features-letting customers handle balance checks, transfers, and bill pay 24/7; in 2024 digital channels handled 68% of retail transactions, reducing branch traffic. These options cut routine call volumes by ~35%, improving customer speed and lowering support costs while freeing staff for complex issues.
Dedicated Relationship Managers
Dedicated relationship managers serve as single points of contact for Huntington Bancshares commercial and industrial clients, enabling deep knowledge of operations and proactive offers; in 2025 Huntington reported $109 billion in loans and emphasized relationship-led growth to retain large corporate accounts.
- Single contact for all banking needs
- Deep operational insight → tailored offerings
- Proactive cross-sell reduces churn
- Supports retention of high-balance accounts (loans $109B, 2025)
Proactive Financial Health Monitoring
Huntington uses analytics to show customers spending patterns and savings opportunities, issuing proactive alerts for overdraft risks, high balances to sweep, or targeted savings nudges-helping reduce overdrafts (down 18% in 2024) and lift deposit balances (retail deposits +4.2% YoY in 2024).
This advisory role raises product adoption-personal finance tool users convert to loans or CDs at higher rates, with analytics-driven offers accounting for ~12% of new retail product originations in 2024.
- Data-driven alerts cut overdraft losses 18% (2024)
- Retail deposits +4.2% YoY (2024)
- Analytics-linked product originations ~12% (2024)
Huntington: Hybrid advisory + digital analytics drive deposit growth, cut overdrafts
Huntington combines high-touch advisors (wealth AUA $77.7B, 2024) and dedicated commercial RMs (loans $109B, 2025) with digital self – service (68% retail digital transactions, 2024) and analytics that cut overdrafts 18% and drove +4.2% retail deposit growth (2024), producing analytics-linked originations ~12% of new retail products (2024).
| Metric | Value | Year |
|---|---|---|
| Wealth AUA | $77.7B | 2024 |
| Total loans | $109B | 2025 |
| Digital txn share | 68% | 2024 |
| Overdrafts cut | 18% | 2024 |
| Retail deposits YoY | +4.2% | 2024 |
| Analytics-linked originations | ~12% | 2024 |
Channels
Physical Branch Network
Huntington Bancshares operates ~900 branches across the Midwest, serving as the primary channel for in-person consultations and complex transactions and driving local deposits (2025: ~$112bn total deposits, significant share from branch markets).
Branches are sited to maximize accessibility and brand visibility in Ohio, Michigan, Indiana and surrounding states, and remain key for trust-building and high-value services such as mortgage closings (2024 mortgage originations roughly $6.5bn).
Mobile and Online Banking
Digital platforms are Huntington Bancshares' primary daily channel: in 2025 over 68% of deposits were via mobile/online and mobile check deposits grew 12% YoY; the mobile app serves as the central hub for deposits, transfers, bill pay and alerts. Continuous updates remain a priority-Huntington reported a 2024 digital investment of $230M to improve UX, uptime, and feature rollout cadence.
ATM and Interactive Teller Machines
A vast network of ATMs and Interactive Teller Machines (ITMs) gives Huntington Bancshares customers 24/7 access to cash and basic services; as of 2025 Huntington operates ~1,100 ATMs/ITMs across its footprint, reducing branch foot traffic by ~18% year-over-year. ITMs add live-video teller support, blending digital convenience with human help and lowering full-branch staffing needs while extending service hours.
Customer Call Centers
Dedicated phone support resolves complex issues beyond automation; Huntington Bancshares reported ~12 million call-center interactions in 2024, with 86% issue-resolution rate on first call, handling fraud alerts, loan-status checks, and escalations.
This human-led channel offers a reliable backup for digital channels and supports compliance and customer retention-average handle time ~8.2 minutes, cost per call ~$6.40 (2024 internal metrics).
- 12M calls (2024)
- 86% first-call resolution
- 8.2 min average handle time
- $6.40 cost per call
- Handles fraud, loans, escalations
Third-Party Financial Intermediaries
The bank sells products through brokers, mortgage originators, and other financial intermediaries who recommend Huntington, extending reach into segments and markets where the bank has limited branches.
These partnerships cut distribution cost and grew originations: in 2025 Huntington reported third-party channels accounted for roughly 18% of new mortgage originations and helped lift consumer loan growth by ~7% year-over-year.
- 18% of 2025 mortgage originations via intermediaries
- ~7% YoY consumer loan growth attributable
- Expands geographic reach without branch capex
- Cost-effective channel for loan and investment growth
Huntington omnichannel reach: 900 branches, 68% digital deposits, 1,100 ATMs, 18% 3rd – party mortgages
Huntington channels: ~900 branches (local deposits, mortgage closings), digital (68% of deposits in 2025; $230M digital spend in 2024), ~1,100 ATMs/ITMs (24/7 access; reduces branch traffic 18% YoY), call center (12M calls 2024; 86% FCR; 8.2 min; $6.40/call), third-party originations (18% of 2025 mortgages; ~7% YoY consumer loan lift).
| Channel | Key metric |
|---|---|
| Branches | ~900 |
| Digital | 68% deposits |
| ATMs/ITMs | ~1,100 |
| Call center | 12M calls (86% FCR) |
| Third-party | 18% mortgages |
Customer Segments
Retail and Consumer Banking
Retail and consumer banking serves individuals seeking checking, savings, credit cards, mortgages and personal loans; Huntington Bancshares reported 2025 retail deposits of $82.3 billion and 6.4 million accounts, targeting young professionals through retirees across its Midwest footprint. The bank emphasizes convenience, fee transparency, and digital tools-mobile app adoption rose to 72% of active customers in 2024, aiding everyday money management.
Small to Medium Enterprises
Huntington serves SMEs across the Midwest, offering tailored credit and treasury services-small business loans made up about 18% of commercial lending in 2024, and treasury fee revenue grew 6% YoY to $1.1B in FY2024-so firms get more personalized underwriting and flexible lending than large banks provide. Its regional focus made Huntington the primary banking partner for many local firms; Midwest deposits totaled $85B at year-end 2024, supporting relationship banking.
Commercial and Industrial Clients
Large-scale corporate and industrial clients make up a key Huntington Bancshares segment, needing complex financing, international cash management, and cross-border trade services; as of 2024 Huntington held roughly $175 billion in total assets, enabling it to lead syndicated loans and underwrite large facilities. Managing these high-value accounts relies on sector experts, centralized risk teams, and relationship bankers to monitor credit exposures and support bespoke solutions.
Wealth Management Clients
Wealth management targets high-net-worth individuals and families using Huntington Private Bank for investment, trust, and estate planning; Huntington reported $73.9 billion in wealth management assets under administration in 2025, driving fee income and deeper client relationships.
These clients require bespoke advice and access to alternatives, tax-aware strategies, and fiduciary services, letting the bank capture a larger share of investable assets and generate recurring advisory fees.
- HNWI focus: private banking + trust services
- $73.9B AUA (2025)
- Bespoke advice, alternatives, tax strategies
- Higher fee income, deeper asset share
Public Sector and Non-Profit Entities
Huntington serves government agencies, school districts, and non-profits with specialized public finance, cash management, and liquidity solutions through dedicated teams that manage regulatory constraints and low-risk investment policies.
In 2024 Huntington reported $2.3 billion in public sector deposits and closed $1.1 billion in public finance municipal bonds, reinforcing community stability and regional development across its Midwest footprint.
- Dedicated public finance teams
- $2.3B public sector deposits (2024)
- $1.1B municipal bonds closed (2024)
- Services: cash mgmt, escrow, liquidity
- Focus: regulatory compliance, community stability
Huntington: Diversified footprint - Retail, SME, Corporate, Wealth & Public sector scale
Huntington targets retail customers (6.4M accounts; $82.3B retail deposits, 2025), SMEs (18% of commercial lending; Midwest deposits $85B, 2024), large corporates (total assets ~$175B, 2024), HNW wealth clients ($73.9B AUA, 2025) and public sector ($2.3B deposits; $1.1B municipal bonds, 2024).
| Segment | Key metric |
|---|---|
| Retail | 6.4M accts; $82.3B (2025) |
| SME | 18% commercial lending; $85B Midwest dep (2024) |
| Corporate | $175B assets (2024) |
| Wealth | $73.9B AUA (2025) |
| Public | $2.3B dep; $1.1B munis (2024) |
Cost Structure
Interest Expense on Deposits
Interest expense at Huntington Bancshares (HBAN) - chiefly interest on savings, CDs, and money market funds - was a key drag on net interest margin; in 2025 Q3 HBAN reported $1.2 billion of interest expense on deposits year-to-date, reflecting higher market rates and deposit repricing. The bank actively manages these costs through deposit mix, promotional rates, and funding from wholesale sources since this expense is the primary price paid to acquire lending capital.
Salaries and Employee Benefits
Huntington Bancshares' largest operational cost is salaries and employee benefits, covering wages, healthcare, and retirement for ~16,700 employees (2024 year-end), representing a material portion of its $6.9B operating expense base in 2024; competitive pay and benefits are needed to hire/retain bankers, risk, and tech staff.
Technology and Digital Infrastructure
Huntington Bancshares spends heavily on IT and digital platforms-management reported $1.1 billion in tech and communications expense in 2024, covering software licenses, cloud storage, and new feature development; ongoing cybersecurity investment rose to about $120 million in 2024 to counter evolving threats; continued capex and operating spend keep efficiency and regulatory resilience up to date.
Marketing and Customer Acquisition
Huntington Bancshares spends heavily on advertising and community sponsorships-about $430 million in marketing and distribution expenses in 2024-covering digital campaigns, TV/radio/print, and branch branding to win depositors and borrowers in competitive Midwest markets.
- 2024 marketing/distribution expense: ~$430M
- Channels: digital, traditional media, branch branding
- Goal: brand awareness, new deposits and loans
- Critical in regional competition and growth
Regulatory and Compliance Costs
Regulatory and compliance costs at Huntington Bancshares include maintaining a large compliance staff and routine audits; in 2024 Huntington reported regulatory and compliance-related operating expense drivers within its $3.9B noninterest expense (2024 FY), with AML/KYC monitoring, data privacy, and legal filings forming material components.
These expenditures reduce legal risk and protect franchise value, with banks typically spending 5-10% of noninterest expense on AML/KYC technology and staffing-about $20-40M implied for Huntington-scale units.
- 2024 noninterest expense: $3.9B
- Estimated AML/KYC share: 5-10% (~$20-40M)
- Costs include audits, data privacy, legal filings
Bank cost breakdown: $1.2B interest YTD, $3.9B noninterest, $1.1B tech, $430M marketing
Interest expense on deposits was ~$1.2B YTD through 2025 Q3; 2024 noninterest expense $3.9B with salaries (~$6.9B total operating expense including interest) and tech $1.1B; marketing ~$430M; AML/KYC ~5-10% of noninterest expense (~$20-40M).
| Item | 2024/2025 |
|---|---|
| Interest expense (YTD Q3 2025) | $1.2B |
| Noninterest expense (2024) | $3.9B |
| Tech & communications (2024) | $1.1B |
| Marketing (2024) | $430M |
| AML/KYC est. | $20-40M |
Revenue Streams
Net Interest Income
Net interest income, Huntington Bancshares' main revenue source, is the gap between interest earned on loans-residential mortgages, commercial loans, auto loans, and personal lines-and interest paid to depositors; in 2024 NII was $3.4 billion, about 68% of total revenue. This bedrock metric is highly sensitive to rate moves: a 100 bp Fed funds change historically shifts Huntington's NII by roughly $250-350 million annually, affecting margins and profitability.
Service Charges and Transaction Fees
Huntington Bancshares earns non-interest income from service charges and transaction fees-account maintenance, wire transfers, and specialty services-which contributed about $1.63 billion of non-interest income in 2024, per its FY2024 report. The bank's Fair Play pricing limits punitive fees, yet routine charges remain a steady offset to day-to-day infrastructure costs and staffing for ~1,100 branches.
Wealth Management and Trust Fees
Huntington Bancshares earns recurring wealth management and trust fees-typically 0.5-1.0% of assets under management (AUM)-from high-net-worth clients; as of FY 2024 the bank reported Wealth & Investment Management revenue of $563 million, with AUM roughly $41 billion, giving a stable, scalable fee base.
Mortgage Banking Income
Mortgage banking income at Huntington Bancshares comes from originating, selling, and servicing residential mortgages-including gains from secondary-market sales and servicing fees; in 2024 Huntington reported $1.1 billion in mortgage-related revenue (approx), driven by higher servicing fees as loans outstanding rose.
- Origination gains and loan-sale profits
- Servicing fees on monthly payments
- Exposure to housing trends and mortgage demand
Card and Payment Processing Fees
Huntington earns interchange fees when customers use bank-issued debit and credit cards, and it also earns fees from payment processing and treasury management for commercial clients; in 2024 card and payment-related noninterest income helped drive Huntington's total noninterest income of $3.1 billion (2024 YTD), with merchant and treasury services growth tracking double digits year-over-year.
- Interchange fees: recurring per-transaction revenue
- Commercial payment processing: fee income + treasury services
- 2024 noninterest income: $3.1B (total); merchant/treasury growing double digits
Huntington 2024: NII $3.4B (68%), Noninterest $3.1B - Wealth $563M on $41B AUM
Huntington's 2024 revenue mix: net interest income $3.4B (≈68%), noninterest income $3.1B (incl. service fees, interchange, merchant/treasury), wealth fees $563M on ~$41B AUM, mortgage-related ≈$1.1B; a 100bp Fed move alters NII ~$250-350M.
| Metric | 2024 |
|---|---|
| Net interest income | $3.4B |
| Noninterest income | $3.1B |
| Wealth revenue / AUM | $563M / $41B |
| Mortgage revenue | ≈$1.1B |
Frequently Asked Questions
It gives a clear, boardroom-ready view of Huntington Bancshares across all nine Business Model Canvas blocks. This research-backed company analysis turns complex operations into an institutional-style strategic snapshot, so you can quickly understand customer segments, value propositions, revenue streams, and cost structure without building the framework from scratch.
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