Discover how banks and credit unions are building profitability by deepening trust and offering real value in commercial banking solutions.

As digital transformation accelerates, one thing remains constant: relationships are still at the core of profitable banking. In fact, as financial institutions expand their use of commercial banking solutions, they’re not just improving digital convenience — they’re laying the groundwork for deeper trust, stronger engagement, and sustainable growth.

Trend #4 in Alkami’s Top 5 Business Banking Trends Shaping 2025 is all about building profitable relationships. And it’s more than just cross-selling. It’s about acting as a strategic advisor, delivering real value, and using technology to meet business clients exactly where they are.

The key? Pairing tailored financial guidance with modern digital tools — like Alkami’s Digital Sales & Service Platform — to “land and expand” client relationships.

As Kyle Guest, vice president of business services at Mountain America Credit Union (Mountain America), put it:

“Profitability is essential—it keeps the lights on. But for us, it’s not just about financial metrics. It’s about building trust.”

And trust, as it turns out, pays dividends — not only in business client loyalty but in long-term, stable profitability.

Beyond the Bottom Line: Profit as a Byproduct of Trust

For Mountain America Credit Union, profitability isn’t just tracked in spreadsheets. It’s measured in how often members turn to them for products, services, and support.

“We aim to offer the best products, rates, and terms available,” Kyle shared. “By doing so, we foster long-term relationships that create sustainable profitability.”

Short-term wins may pad the quarterly report, but they don’t build lasting value. Financial institutions like Mountain America, Mascoma Bank, and Landmark Credit Union (Landmark) are playing the long game — focusing on trust, relevance, and relationships that grow deeper over time.

From Product-Centric to Relationship-Centric in Commercial Banking Solutions

Samantha Pause, chief innovation officer at Mascoma Bank, echoed this shift in mindset, emphasizing the need to go beyond the product level.

“Currently, we look at profitability at the product level, but we’re working to connect our data to evaluate it at the customer relationship level.”

That value? It’s not a commodity. It’s the time, attention, and tailored advice members or customers receive. Landmark’s use of fintech partnerships helps them stay competitive — but it’s their people-first approach that keeps business clients coming back.

“What truly distinguishes us is the personal attention we give to our members and the strong relationships we build.”

This isn’t just good service. It’s a smart digital sales and service platform strategy.

The Strategic Advisor Role: More Than a Buzzword

“Trusted advisor” has become a buzzword in banking — but it’s the financial institutions that act like strategic partners, not just say it, that are winning loyalty.

That means:

• Recommending tailored commercial banking before a client even asks
• Offering proactive financial guidance during periods of uncertainty
• Helping clients spot opportunities and risks in their cash flow, credit, or expansion plans
• Using insights from past behavior to anticipate future needs (see our blog on Trend #2)

These efforts don’t just retain clients — they expand relationships, increase product adoption, and build long-term profitability.

Where Trends 1–3 Lay the Foundation

This trend doesn’t stand on its own — it’s built on the progress made in the first three:

• Trend #1: Modernizing Processes through Digital Innovation gave institutions the tools to streamline workflows, making it easier to deliver value at scale.
• Trend #2: Leveraging Data Analytics unlocked insights into account holder behavior and profitability potential.
• Trend #3: Reducing Risk & Preventing Fraud made those relationships more secure — because trust isn’t possible without protection.

Now, Trend #4 brings it all together. Because real profitability comes when clients trust their financial institution enough to deepen the relationship — not just park their money there.

A Glimpse Ahead: Trend #5 – Centralizing Cash and Liquidity Management

What’s next on the horizon? In Trend #5, we’ll explore how financial institutions are helping businesses optimize their liquidity and gain clearer visibility into their overall cash position. Centralized cash management is no longer a big-bank-only feature — it’s becoming a must-have for regional banks and credit unions serving growing businesses.

Stay tuned as we break down how this next evolution in commercial banking solutions is redefining treasury management in 2025 and beyond.

What It Means for Your Financial Institution

In the end, profitable relationships are built — not sold. By aligning technology, data, and human expertise, financial institutions can position themselves not just as service providers, but as strategic allies to their business clients.

With platforms like Alkami’s Digital Sales & Service Platform, institutions can deliver an experience that’s anticipatory, not just reactive. And when clients feel seen, supported, and understood, they’re more likely to stick around — and expand their relationship.

So if you’re thinking about your profitability goals for the next quarter, the better question might be: How are we building relationships that last?