Valley Bank Bets on Human Touch to 'Own the Middle' Ground

MORRISTOWN, NJ – January 14, 2026 – As it approaches its centennial anniversary, Valley National Bank is making a bold strategic wager: that in an age of digital fatigue and market volatility, the key to the future lies in its past. The regional banking powerhouse today launched “That’s How,” a sweeping brand campaign designed to reintroduce the institution not as just another bank, but as a relationship-based financial partner that blends a century of community trust with modern scale and capability.

The campaign, launching just ahead of the bank’s 100th anniversary in 2027, moves to position Valley as the definitive answer to life’s most pressing financial questions, from buying a first home to scaling a business. It's a direct challenge to an industry increasingly dominated by impersonal algorithms and automated call centers, arguing that trusted human guidance is not a luxury, but a necessity. A high-visibility, eight-week takeover of New Jersey's bustling Secaucus Junction Train Station, set to begin February 26, will serve as the physical centerpiece of this multi-channel brand offensive.

A Bet on the Human Touch in a Digital World

At its core, the “That’s How” campaign is built on a simple premise: people need answers they can trust. The campaign’s anthem revolves around the everyday financial anxieties and ambitions of its customers. By positioning itself as the partner with the experience and empathy to provide those answers, Valley is aiming to cut through the noise of a crowded market.

This move is a calculated response to what Valley’s leadership sees as a critical vulnerability in the modern financial landscape. “In a world shaped by volatility, digitization, and trust fatigue, relationship-led, anticipatory service is not a differentiator, it’s the standard people deserve,” stated Ira Robbins, Chief Executive Officer of Valley Bank. “For nearly a century, we’ve built this institution relationship by relationship... This campaign reinforces our belief that the strongest outcomes are built on trust, understanding, and a shared commitment to helping people turn ambition into action.”

Robbins’ statement captures a growing sentiment among consumers who feel adrift between two extremes: small local institutions that may lack the resources for complex needs, and national megabanks where personalized service can feel like a relic of a bygone era. Industry analysts note that while many banks pay lip service to "relationship banking," Valley is staking its brand identity on its ability to deliver it consistently and at scale. The success of this strategy will hinge on whether customers perceive this commitment as authentic in every interaction, from the teller line to the loan office.

The Strategy to 'Own the Middle'

The campaign's messaging is underpinned by a clear-cut business strategy articulated by Collyn Gilbert, the bank's Executive Vice President and Chief Strategy & Marketing Officer. Gilbert argues that Valley has a unique opportunity to “own the middle,” a segment of the banking industry she describes as “increasingly scarce.”

“This campaign is not just a reflection of our legacy, it’s a proud statement that, in today’s financial landscape, we have the opportunity to ‘own the middle,’” Gilbert explained. “We offer personalized care with the resources to help you achieve nearly any ambition. This is the moment for us to show people that they don't have to choose between scale and service. We can give them both."

With $63 billion in assets and a footprint stretching from its New Jersey roots to New York, Florida, Alabama, California, and Illinois, Valley has the scale to compete. Its growth, partly fueled by strategic acquisitions like the 2022 purchase of Bank Leumi USA, has given it the resources to serve a wide range of clients, from individuals and small businesses to larger commercial enterprises.

However, this "middle ground" is fiercely contested. Competitors ranging from other large regional players like PNC and M&T Bank to service-oriented national brands like TD Bank also heavily promote their commitment to customer relationships and community focus. Valley’s challenge will be to prove that its model is not just a marketing slogan but a tangible advantage, offering a genuinely superior blend of sophisticated financial products and accessible, human-centric advice that sets it apart.

Backing Words with Billions in Community Investment

To lend weight to its claims of being a relationship-driven institution, Valley is highlighting its deep, long-standing investment in the communities it serves. The bank emphasizes that this commitment is not a new initiative tied to a marketing campaign, but an integral part of its identity since its founding in 1927.

According to its 2024 Sustainability Report, the bank has recently funneled more than $2.5 billion into its operational footprint through a variety of community-focused programs. This includes significant capital directed toward strengthening low-to-moderate income (LMI) neighborhoods and individuals.

The investments are substantial and specific:
* $782 million in Community Development Loans to support affordable housing, community services, and economic revitalization.
* $734 million in Community Development Investments that back projects in LMI areas.
* $324 million in residential mortgages for LMI borrowers or those in LMI neighborhoods.
* $306 million in small business loans, a critical engine for local economic growth.

Beyond direct financial deployment, the bank also reported over 16,300 volunteer hours from its employees and more than $5.6 million in charitable giving. These figures are more than just numbers on a report; they represent a core part of the bank's argument that its connection to its communities is authentic and measurable. This data provides concrete evidence backing the philosophical claims of the “That’s How” campaign, linking the brand’s promise of partnership directly to its actions on the ground.

Modernizing a Century-Old Legacy for the Future

The launch of “That’s How” is timed to build momentum toward Valley Bank's centennial in 2027. It represents a deliberate effort to bridge the bank's storied past with a dynamic vision for its future. The campaign avoids pure nostalgia, instead using its nearly 100-year legacy as a foundation of trust upon which to build a modern financial institution.

The media strategy itself reflects this blend of tradition and innovation. While rooted in the classic, high-impact visibility of the Secaucus Junction takeover, the campaign is heavily weighted toward modern channels, including streaming TV, digital platforms, and social media, ensuring it reaches audiences where they are today.

By combining a message of enduring, personal relationships with a forward-looking strategy and significant, verifiable community investment, Valley Bank is not just celebrating its history. It is making a clear and confident statement about its place in the financial industry for the next 100 years. The ultimate test will be its ability to deliver on that powerful promise, one relationship at a time.