$2 Million in Revenue
Through competitive intelligence and disciplined product strategy.
Executive Summary
Capital City Bank Group partnered with Ceto to address stagnant fee income growth and anticipated regulatory pressure on deposit-fee revenue. Through MarketView™, the bank conducted its first comprehensive fee analysis in more than five years — examining over 360 revenue areas across loan and deposit products against real competitive market data.
By making small, targeted fee adjustments aligned to competitive benchmarks and enhancing product design, Capital City Bank generated $2 million in new fee revenue. The engagement delivered a strategic roadmap grounded in competitive intelligence and positioned the bank for disciplined, sustainable revenue growth.
Challenge
Capital City Bank Group faced stagnant fee income growth and anticipated future reductions in deposit-fee revenue due to regulatory changes amid an evolving competitive landscape. Leadership needed a structured, data-driven approach to evaluate their fee strategy — ensuring fees remained competitive and kept pace with changing product and operating cost dynamics.
Approach
Ceto's MarketView™ team delivered the bank's first full fee analysis in more than five years, analyzing loan and deposit product fees against competitive market data. The project was authorized by Finance leadership and facilitated by the bank's PMO, drawing input from Operations, Product Management, and Retail to ensure organization-wide alignment. Recommendations were delivered within six months of project authorization.
Results
Small, targeted fee adjustments alongside dynamic product design enhancements — aligned to competitive market data — generated a $2 million revenue lift. The bank deployed initiatives on a timeline that aligned with broader strategic priorities, demonstrating that disciplined fee strategy can drive material revenue growth without aggressive or disruptive pricing moves.