Photo via Tri Counties Bank | The exterior of the Tri Counties Bank branch at 7020 N. Marks Ave. in Fresno.

As Tri Counties Bank approaches $10 billion in total assets, the Chico-based company is introducing a new segmentation strategy within its wholesale banking division to better serve the diverse business community in the Central Valley and across California.

The bank, which has expanded both organically and through acquisitions across California, is establishing specialized teams focused on key sectors including food and agribusiness, commercial real estate, small businesses and larger corporate clients.

Scott Myers, head of wholesale banking at Tri Counties, said the new structure is designed to preserve the bank’s community-focused, relationship-driven model even as it scales.

“Tri Counties Bank is uniquely positioned to serve the diverse needs of businesses of all sizes across California,” Myers said. “Our goal is to continue delivering on our successful model of true relationship-based banking.”

Rather than a traditional restructuring, Myers described the move as segmentation aimed at scaling a relationship-focused culture.

“How do you scale culture? How do you continue to grow without losing that relationship banking orientation?” he said.

Myers explained that smaller banks—typically with $1 to $2 billion in assets—often serve just one market segment because their balance sheets limit lending capacity. In comparison, Tri Counties is able to support multiple specialized segments.

 

Tri Counties Bank has two offices in Fresno and one in Visalia. It has $317.6 million in local deposits and 1.1% of market share in Fresno, Kings, Madera and Tulare counties, according to June 2024 data from the Federal Deposit Insurance Corp.

Food and agriculture are key priorities for the new segmentation, a natural fit given the Central Valley’s heavy emphasis on agriculture.

Brett Lew will lead the food and agribusiness specialty group, which will focus on the needs of farmers, processors and food service businesses in the region.

“I think having a group that understands those nuances and the underwriting and service needs of clients allows us to better serve that segment of the community,” Myers said.

In addition to Lew, the other leaders are: Aytom Salomon, managing director of middle market and specialty banking; Lindsey Fudge, managing director of middle market commercial real estate; and Vanessa Ryan, director of public sector banking.

Though Myers has been with Tri Counties for about a year, he emphasized the importance of local connections and understanding regional communities.

“I’ve really enjoyed spending time up and down the Central Valley, getting to know folks and communities,” he said. “These are obviously very provincial communities, and we need to remember that. For many of these communities, higher education plays a central role in the community fabric. Fresno, for example, wanting to lock arms and do more with Fresno State is important to me.”

This renewed focus on in-market decision-making and community engagement aims to ensure that Tri Counties Bank retains a local feel as it expands in scale and service offerings.

“I think it’s just continuing to scale so we can service a broader population without losing that community bank touch and feel… having the scale to touch as many businesses as possible,” Myers said.

“Figuring out how to do that and being successful at delivering that is the primary objective.