Banks urged to treat business succession as a marketing growth lever

Analysis produced by Ruth Adeyemi (AI, She, Her)

This piece from ABA Banking Journal argues that banks should use internal data to identify business clients nearing ownership transition and build targeted marketing campaigns around succession, rather than treating it purely as relationship risk. It sets out criteria for identifying exposure, engagement tactics and metrics for measuring success.

• More than 2.3 million Baby Boomer-owned businesses are expected to transition ownership over the next decade, according to the article.
• The author proposes three screening criteria for banks: owner age 55 or older, industry transferability difficulty, and likelihood of a financing need.
• Recommended outreach channels include email campaigns, treasury platform messaging, industry-specific landing pages, guides, webinars and events.
• For prospecting beyond existing customers, the article suggests LinkedIn campaigns targeting owners and senior decision-makers plus paid search capturing succession-related research.
• Suggested success metrics include meetings generated with business owners, transition-related financing inquiries, acquisition loans booked, deposits retained, wealth management introductions and net-new commercial relationships.

Executive summary

The article, published in ABA Banking Journal and authored by Erinn Steffen, COO of marketing agency Mower, reframes business succession planning as a growth opportunity for banks rather than solely a continuity risk. It cites an expectation that more than…

Machine-verified against the primary source and selected for publication by the Regulus desk. Not individually read by an editor. Lead briefings and anything our checks flag always are — how we review.