Sales & Marketing | 10.15.26

Apple Bank CEO Seeks To ‘Punch Through to Consciousness’

by: Caitlin Mullen

Apple Bank CEO Steve Bush says the $20 billion-asset New York lender is focused on serving middle-class customers while attracting younger generations through expanded marketing and community outreach. The privately held bank plans to spend approximately $10 million on marketing in 2026, including partnerships with the New York Mets and financial literacy content creators. Its 79 branches across New York and New Jersey emphasize personalized service, while newer New Jersey locations have added roughly $1 billion in deposits. Apple Bank is considering further expansion into New Jersey or Florida and received conditional approval to convert to a national charter, potentially simplifying entry into new markets.

Read the full article on Banking Dive