INTRUST Bank, serving Midwest markets with personal, business, and wealth management services, attributed 40% of its year-over-year wealth revenue growth to held-away account aggregation powered by Wealth Access. By unifying data and embedding wealth insights directly into its digital banking platform, the bank surfaced previously hidden opportunities, strengthened cross-selling efforts, and increased client engagement.
INTRUST Bank offered a robust suite of wealth management services, but those services were not fully visible across the broader banking experience. Wealth operated separately from digital banking channels, limiting awareness among personal and business banking clients and creating missed cross-selling opportunities.
Aggregation-Powered Cross-Selling
Wealth Access enabled INTRUST to consolidate all books and records into a single platform, integrating wealth data into both its digital banking system (Banno) and CRM. This created a unified client record across banking and wealth, delivering a comprehensive view of customer relationships.
“Data is king, and Wealth Access has given us access to all of our data in one place — something we’ve never had before,” said Troy Jordan, Managing Director, INTRUST Wealth & Retirement. “Now, we’re not just delivering digital experiences; we’re showing personal and business banking clients how we can add value through our wealth services.”
A key driver of growth was the identification and capture of held-away wealth accounts. By leveraging aggregated balance sheet data to initiate financial planning conversations, advisors were able to convert external assets into managed relationships at INTRUST.
The same visibility creates future opportunity on the deposit side, where identifying held-away deposits could enable similar cross-sell strategies within the banking division.
Conversely, embedding a wealth view directly into the digital banking platform made INTRUST’s wealth capabilities visible to bank-only clients — opening the door to entirely new wealth relationships.
40% Revenue Growth Fueled by Aggregation
By integrating wealth data into its digital banking experience, INTRUST transformed an under-recognized service line into a measurable revenue driver. The aggregation and visibility of held-away accounts directly contributed to 40% of the bank’s year-over-year wealth revenue growth.
Rather than relying on traditional prospecting alone, INTRUST used unified data to identify opportunities already within its client base — accelerating growth through smarter cross-selling and deeper client relationships.
Looking ahead, INTRUST plans to scale this approach across the organization.
“When we started with Wealth Access, it wasn’t a short-term plan — it was a long-term commitment to deliver consistent, high-quality experiences for every wealth client,” Jordan noted. “Now, we’re entering our next phase: expanding Wealth Access beyond wealth management and across the entire organization.”
