Who are Huntington Bancshares's competitors, and what are the alternatives?
Huntington's 10-K names its rivals by type (banks, credit unions, captive auto lenders, mortgage companies, brokers, non-bank lenders, fintechs and large technology platforms) and shows where it stands in its ten largest markets: first in Columbus with 44% of deposits, second in Cleveland, fifth in Detroit, Minneapolis-St. Paul and Indianapolis, first in Grand Rapids and Akron, seventh in Pittsburgh, tenth in Dallas-Fort Worth and eleventh in Chicago (FDIC, June 2025). The named rivals follow from that map. At home, JPMorgan Chase is the largest national bank in its markets, with half Huntington's share in Columbus; Fifth Third and PNC are the Midwest super-regionals Banking Dive pairs with it, and all three say Midwest deposit pricing is the most competitive. In commercial banking, KeyBank built its Chicago team with bankers hired from Huntington. In Texas, where the Cadence deal lifts Huntington from 14th to eighth, Fifth Third (Comerica) and PNC are pushing in at the same time, and the largest banks hold about 70% of deposits. In SBA lending, Huntington originates the most 7(a) loans and Live Oak the most dollars. The non-bank rivals that matter are in small-business credit, where merchant cash advances and credit cards fill the gap below $350,000, and in technology platforms, which the 10-K says are building banking products.[1][2][3][4][5][6][7]
Data as of Oct 20, 2026 · Huntington profile updated Oct 16, 2026 · computed tables recalculate from the 140 bank profiles on this site · Markdown
What does Huntington say about its competition?
"We compete with other banks and financial services companies such as savings and loans, credit unions, and finance and trust companies, as well as mortgage banking companies, equipment and automobile financing companies (including captive automobile finance companies), insurance companies, mutual funds, investment advisors, brokerage firms, and non-bank lenders both within and outside of our primary market areas. Financial Technology Companies, or FinTechs, are also providing nontraditional, but increasingly strong, competition for our borrowers, depositors, and other customers. We compete for loans primarily on the basis of value and service by building customer relationships through addressing our customers' entire suite of banking needs, demonstrating expertise, and providing convenience."[1]
"Many of our nonfinancial institution competitors have fewer regulatory constraints, broader geographic service areas, access to a larger pool of capital to deploy, and, in some cases, lower cost structures. In addition, competition for quality customers has intensified as a result of changes in regulation, advances in technology and product delivery systems, and consolidation among financial service providers. FinTechs continue to emerge in key areas of banking. In addition, larger established technology platform companies continue to evaluate, and in some cases, create businesses focused on banking products." (Form 10-K for 2025, Item 1, filed February 13, 2026.)[1]
Who competes with Huntington in each of its businesses?
| Business line | Competitor | Type | Why it competes |
|---|---|---|---|
| Ohio, Michigan and the Midwest: branches and deposits | JPMorgan Chase | Bank | Columbus Business First reports Huntington widened its lead in metro Columbus deposits in 2025 with twice the share of 'giant Chase'; Huntington's 10-K puts its Columbus share at 44%, first in the market (FDIC, June 2025).[2][1] |
| Ohio, Michigan and the Midwest: branches and deposits | Fifth Third | Bank | Banking Dive names Fifth Third and Huntington as PNC's Midwest-based rivals (November 2025) and reports that 'Ohio peer Fifth Third' echoed Huntington's view that Midwest deposit pricing is the most competitive (July 2026). Bloomberg named both among regional lenders using AI to personalize deposit offers.[3][4][8] |
| Ohio, Michigan and the Midwest: branches and deposits | PNC | Bank | PNC is opening 300 branches by 2030, including 25 more in Chicago where it already has 113, and Banking Dive frames the push against Midwest rivals Fifth Third and Huntington; Huntington ranks 11th in Chicago and seventh in Pittsburgh, PNC's home market, by deposits.[3][1] |
| Commercial and middle-market banking, including Texas | KeyBank | Bank | KeyBank's 2024 Chicago middle-market team was hired from 'Ohio rival Huntington Bank', Banking Dive reported in June 2025, as KeyBank aimed to raise commercial banker hiring by 10%.[5] |
| Commercial and middle-market banking, including Texas | Fifth Third (Comerica) | Bank | Banking Dive notes Fifth Third and Huntington both 'tethered their expansion plans to acquisitions in Texas', Fifth Third with its $10.9 billion purchase of Dallas-based Comerica and Huntington with Veritex and Cadence (November 2025).[3][9] |
| Commercial and middle-market banking, including Texas | PNC | Bank | PNC's branch program has targeted Dallas and Houston since 2024, the two Texas cities where Huntington's CEO says the Cadence deal gives it about a five share (American Banker, October 2025; Banking Dive, November 2025).[3][6] |
| Commercial and middle-market banking, including Texas | The largest national banks in Texas | Bank | Huntington's CFO says about 70% of the Texas deposit market is held by the largest banks, which typically price deposits lower; the Cadence deal lifts Huntington from Texas' 14th-largest bank to eighth, with $26 billion of deposits (Banking Dive, July 2026; American Banker, October 2025).[4][6] |
| SBA and small-business lending | Live Oak | Bank | American Banker describes Live Oak as the largest SBA 7(a) lender by dollar volume and Huntington as the largest by number of loans (August 2025); both invested in Casca and use its generative-AI origination platform.[7][10] |
| SBA and small-business lending | Merchant cash advance providers and card issuers | Non-bank lender | Live Oak's co-founder told American Banker that very few banks underwrite a $200,000 loan, so 'small businesses have to turn to merchant cash advances or use credit cards, which have way higher APRs' (August 2025), the segment Huntington and Live Oak are targeting with AI-automated SBA lending.[7] |
| SBA and small-business lending | Fintech lenders | Fintech | Huntington's 10-K says FinTechs provide 'increasingly strong' competition for its borrowers and depositors and that non-bank competitors often have fewer regulatory constraints and broader geographic reach.[1] |
| Consumer deposits and digital banking | Large technology platform companies | Big tech | Huntington's 10-K warns that 'larger established technology platform companies continue to evaluate, and in some cases, create businesses focused on banking products', alongside FinTechs emerging in key areas of banking.[1] |
| Consumer deposits and digital banking | Fifth Third | Bank | Both use AI on customer data to tailor deposit offers (Bloomberg, March 2025), and Fifth Third's CFO said in July 2026 that growing deposits in the Midwest is getting more expensive, the same pressure Huntington reports.[8][4] |
How do the AI and digital offerings of Huntington's competitors compare?
Huntington first, then each competitor. Use-case counts, index scores and latest moves are computed from our profiles of each company; "No profile" means this site has no page on it yet.
| Company | AI or digital offering | On the record (our profiles) | Latest dated AI move |
|---|---|---|---|
| Huntington Bancshares (this page) | Agentic process transformation, run from finance[11][12][13] | Index 84.2 (#13); 17 use cases, 15 in production | Named a Coverbase enterprise customer (Sep 29, 2026)[14] |
| JPMorgan Chase | LLM Suite for about 250,000 employees.[15] | Index 89 (#6); 15 use cases, 8 in production | Q3 2026 call: outside AI agents stay blocked; AI spend put near $700 million (Oct 13, 2026)[16][17][18] |
| Fifth Third | Jeanie assistant (Tearsheet Best Chatbot 2026) and an AI app interface with 150 intents.[19][20] | Index 84 (#14); 13 use cases, 10 in production | AI chief Jay Budzik describes the lending-model upgrade (Oct 12, 2026)[21] |
| PNC | An 'AI factory' building in-house language models (June 2026).[22] | Index 68.2 (#38); 14 use cases, 8 in production | Head of ATM Banking hired with an AI mandate (Sep 25, 2026)[23] |
| KeyBank | Generative AI cut analyst research time in commercial loan approvals from 60% to 25% of the process.[24] | Index 80 (#21); 16 use cases, 10 in production | Gessner ranked No. 3 in American Banker's Most Powerful Women in Banking NEXT (Oct 1, 2026)[25] |
| Fifth Third (Comerica) | Newline's MCP server lets commercial clients' AI agents use its payments tools.[26] | Index 84 (#14); 13 use cases, 10 in production | AI chief Jay Budzik describes the lending-model upgrade (Oct 12, 2026)[21] |
| The largest national banks in Texas | Not disclosed | No profile | Not disclosed |
| Live Oak | Live Oak Express SBA loans up to $350,000 originated on Casca's AI platform; $56 million in Q1 2026.[10] | Index 53.1 (#54); 10 use cases, 6 in production | Glia names Live Oak a Catalyst Awards Pacesetter (Oct 8, 2026)[27] |
| Merchant cash advance providers and card issuers | Not disclosed | No profile | Not disclosed |
| Fintech lenders | Not disclosed | No profile | Not disclosed |
| Large technology platform companies | Not disclosed | No profile | Not disclosed |
Who should look beyond Huntington, and where?
| If you are | Look at | Why |
|---|---|---|
| SBA borrowers who want the lender with the most SBA dollars | Live Oak | Live Oak is the largest SBA 7(a) lender by dollar volume and Huntington the largest by number of loans (American Banker, August 2025); Live Oak Express targets loans up to $350,000 on Casca's AI platform and aims for $750 million of annual originations.[7][10] |
| Customers who want branches outside the Midwest, Texas and the South | A national bank such as JPMorgan Chase or U.S. Bank | Huntington's ten largest deposit markets are in Ohio, Michigan, Illinois, Texas, Minnesota, Indiana and Pennsylvania (FDIC, June 2025). JPMorgan Chase Bank's 10-K describes branches in 48 states and Washington, D.C., and U.S. Bank has more than 2,000 branches in 26 states.[1][28][29] |
| Customers who want to talk to their bank's assistant by voice | U.S. Bank's Smart Assistant or Bank of America's Erica | Keynova's September 2026 scorecard, reported by American Banker, notes that only U.S. Bank and Bank of America offer voice in their assistants; U.S. Bank's Smart Assistant is used 2.5 million times a month. Huntington's customer AI centers on Heads Up insights and personalized offers.[30][31][32] |
| Texas customers who want one of the state's largest banks | The largest national banks in Texas | Even after Cadence, Huntington ranks eighth in Texas with $26 billion of deposits, and its CFO says about 70% of the Texas deposit market is held by the largest banks (American Banker, October 2025; Banking Dive, July 2026).[6][4] |
Who are Huntington's biggest competitors?
In its Midwest home markets, JPMorgan Chase, Fifth Third and PNC; in commercial banking, KeyBank, which hired Huntington bankers for its Chicago team, plus Fifth Third and PNC in Texas; in SBA lending, Live Oak; and outside banking, fintechs, non-bank lenders and technology platforms, which its 10-K names as growing competition. Huntington leads Columbus with 44% of deposits.[2][3][5][7][1]
Huntington vs Fifth Third: who is bigger?
They are close after their 2025-2026 deals. Huntington reached about $284 billion of assets with Veritex and Cadence; Fifth Third's Comerica deal created a bank of about $288 billion. Both are Ohio-based, both bought into Texas, and both say Midwest deposit pricing is the most competitive. On AI disclosure Huntington scores 84.2 and Fifth Third 84.[4][9][3]
Does Huntington compete with Chase in Columbus?
Yes, and it leads. Huntington ranked first in the Columbus metro area with $51.8 billion of deposits and a 44% share at June 30, 2025, according to its 10-K, and Columbus Business First reported it widened its lead with twice the share of Chase. Columbus is also where Huntington is headquartered.[1][2]
Who competes with Huntington in Texas?
Fifth Third, which bought Dallas-based Comerica, and PNC, which has targeted Dallas and Houston for new branches, are expanding at the same time; and the largest national banks hold about 70% of Texas deposits, according to Huntington's CFO. The Cadence deal moves Huntington from 14th to eighth in Texas with 144 branches and $26 billion of deposits.[3][4][6]
Is Live Oak a competitor of Huntington?
In SBA lending, yes, and also a partner. Live Oak is the largest SBA 7(a) lender by dollar volume and Huntington the largest by number of loans; both invested in Casca's $29 million round in August 2025 and use its generative-AI origination platform, which Live Oak runs for its Live Oak Express loans up to $350,000.[7][10]
Does KeyBank compete with Huntington?
Yes, for commercial bankers and clients. Banking Dive reported in June 2025 that KeyBank's new Chicago middle-market team was hired from 'Ohio rival Huntington Bank'. Both are Ohio banks (Cleveland and Columbus), and Huntington ranks second in Cleveland by deposits with a 12% share.[5][1]
What are alternatives to Huntington for small-business loans under $350,000?
Live Oak's Live Oak Express offers SBA 7(a) loans up to $350,000 using Casca's AI origination platform and expects to reach $750 million of annual originations within a few years. Live Oak's co-founder says few banks underwrite loans that small, which pushes many small businesses toward merchant cash advances or credit cards at much higher rates. Huntington plans to use the same Casca software for its own SBA lending.[10][7]
How does Huntington compete with fintechs?
Its 10-K says FinTechs are providing 'increasingly strong' competition for borrowers and depositors and that large technology platforms are building banking products. Huntington's answer has been to invest and partner: it invested in Casca for AI loan origination, launched a fintech venture studio with Alloy Partners in October 2025, and won an American Banker Innovation of the Year award in 2026 with the payments firm Payabli.[1][7][33][34]
- Huntington Bancshares Annual Report on Form 10-K for 2025 (Item 1, Business: Competition)
- Huntington dominates Columbus market share, increases deposits by $7B
- PNC boosts new-branch effort to 300 by 2030
- Huntington banks on fee growth amid deposit cost competition
- KeyBank wants to boost commercial team hires by 10% this year
- Why Huntington is going big in Texas with Cadence deal
- Huntington, Live Oak to invest in, deploy gen AI-based lending
- Fifth Third Among Banks Using AI to Help Lure Customer Deposits
- Stock Movers: AMD, Fifth Third, Tesla (Comerica deal)
- How AI is quickly overhauling one segment of SBA lending
- At Huntington Bancshares, the CFO is also the AI strategist
- Huntington Bank's plan to obtain a return on gen AI
- Banking on AI: Huntington's CFO on Innovation and Risk Oversight
- Coverbase Adds Third-Party Risk Veterans as Enterprise Adoption Accelerates
- Driving AI Use Cases and Adoption (Women in Banking 2025 session)
- JPMorgan Chase blocks outside AI agents like Muse, Instinct from directly accessing accounts
- JPMorgan CEO Dimon warns customers of 'liability transfer' with AI
- JPMorgan warns of risks to consumers who rely on AI agents
- Fifth Third's Jeanie Named Best Chatbot by Tearsheet AI Innovation Awards
- Fifth Third Launches AI-Powered Interface in Mobile App
- Alum Spotlight: Jay Budzik (PhD '03)
- Why PNC is building its own 'AI factory'
- Mark Williamson hired as Head of ATM Banking
- Why context, not just data volume, is key to successful AI
- The Most Powerful Women in Banking NEXT, #3, Emily Gessner, KeyBank
- Fifth Third's Newline Extends MCP Server Capabilities with Skills
- 4 Banks and Credit Unions Recognized for AI Innovation
- JPMorgan Chase & Co. Annual Report on Form 10-K for the year ended December 31, 2025
- U.S. Bank Brings a Personal Touch to a Digital World
- U.S. Bank tops mobile banking ranks for third straight year
- U.S. Bancorp Annual Report 2025
- Huntington Bank: A Masterclass in Data Enrichment and Customer Engagement
- Alloy Partners and Huntington Bank Launch New Venture Studio to Accelerate Innovation and Growth Across Banking
- Innovation of The Year 2026
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