Capital City Bank Group Case Study
$2 Million in New Fee Revenue
Generated through disciplined competitive intelligence
Executive Summary
Capital City Bank Group partnered with Ceto to address stagnant fee income growth and prepare for anticipated pressure on deposit-related revenue. Through a structured, data-driven analysis of loan and deposit fee strategies, the bank gained clear visibility into competitive positioning and revenue opportunities.
By aligning targeted pricing adjustments and product design enhancements to real market data, Capital City Bank generated $2 million in new fee revenue. The engagement provided a strategic roadmap grounded in competitive intelligence, enabling leadership to take action with confidence and align changes with broader institutional priorities.
Challenge
Capital City Bank Group faced stagnant fee income growth and anticipated future reductions in deposit-fee revenue due to regulatory changes and increasing competitive pressure. Leadership needed a structured, data-driven way to evaluate fee strategy and ensure alignment with market conditions.
Approach
Ceto conducted a comprehensive analysis of loan and deposit fee structures using competitive market intelligence. The engagement provided a clear view of pricing positioning, uncovered hidden revenue opportunities, and delivered a strategic roadmap aligned to the bank’s broader initiatives.
Results
Targeted fee adjustments and product design enhancements, grounded in real market data, generated $2 million in new fee revenue while maintaining fair and competitive pricing across accounts.