Amerant Bank is making waves in Florida’s financial landscape, balancing its role as a regional bank with aspirations to deepen community ties and grow strategically. In a candid conversation with Sam Francois, Head of Marketing, we explored how the bank navigates the challenges of regional banking, leverages its unique strengths, and builds enduring relationships through Amerant’s innovation, community involvement, and cultural resonance.
Navigating the Challenges and Opportunities of Regional Banking
As a regional bank, Amerant faces competition from both national institutions and emerging players in the banking industry. Yet, its size and focus offer unique advantages. Francois highlighted Amerant’s ability to stay nimble and deeply connected to the communities it serves.
“Whether it is from larger banks or newly formed banks, we’re continually seeing growth in the industry as well as change,” Francois said. “What separates us is our dedicated team that is invested in the communities we serve in a multitude of ways—financially, socially, and simply living where we’re located.”
This community-first philosophy allows Amerant to provide tailored services while building an enduring brand. The bank leans into long-term relationships, offering personalized support, philanthropy, and creative partnerships. “We have the flexibility to adapt to local economic conditions and client needs quickly,” Francois noted.
Connecting Digital and Physical Touchpoints
In an era of digital banking, Amerant has embraced a hybrid approach, combining robust digital services with personalized in-branch experiences. This strategy ensures clients benefit from convenience while retaining access to personalized guidance.
“Our marketing strategy integrates multiple touchpoints to ensure clients have a one-to-one experience,” Francois explained. The bank’s digital platform simplifies routine transactions, while its physical branches remain essential for more complex needs, such as business loans or international banking. “This integration helps build customer loyalty by ensuring that no matter where they are, Amerant can meet customers directly.”
The Power of Sports Partnerships
Amerant’s presence in Florida’s vibrant sports scene has become a cornerstone of its community engagement strategy, solidifying the bank as a recognizable and trusted partner across the state. Through partnerships with the Miami Heat, Miami Marlins, Tampa Bay Rays, and Stanley Cup Champions Florida Panthers—who play in the Amerant Bank Arena—the institution has aligned itself with teams that hold a special place in the hearts of Florida residents. These partnerships not only elevate Amerant’s brand visibility but also reinforce its dedication to supporting the local community.
“Sports is a universal language within communities. It resonates deeply with Florida’s diverse, multicultural population,” Francois said, emphasizing the power of sports to bring people together and create meaningful connections.
Amerant’s focus on soccer is growing, with the sport’s rising prominence in the U.S., especially within Hispanic communities, a key demographic for the bank. CEO Jerry Plush’s involvement on the FIFA World Cup 2026 Miami Host Committee reflects this strategic priority, as Miami prepares to be a hub for one of the world’s largest sporting events. Soccer represents more than just an exciting opportunity for brand alignment; it serves as a cultural touchstone, fostering deeper connections with fans who identify with the sport on a personal and generational level.
Beyond sponsorships, Amerant actively engages with fans and communities through creative initiatives and events. Mascots like Burnie from the Miami Heat and Billy the Marlin have appeared at bank events, such as the Downtown Miami branch opening, adding fun and local flavor. These playful, yet strategic, interactions create memorable experiences that strengthen Amerant’s identity as a community-centric organization.
“Sports is part of the fabric of Florida’s culture, and we’re proud to play a role in fostering that spirit,” Francois added. These initiatives underscore Amerant’s understanding of sports as a bridge between business and community, celebrating shared values, building trust, and creating lasting relationships with customers across South Florida.
Florida’s Hispanic Community
Amerant’s commitment to the Hispanic community runs deep. Recent marketing efforts include a partnership with Marcello Hernandez, a Hispanic comedian whose work resonates with the local community. Francois emphasized the cultural authenticity and humor that Hernandez brings to Amerant’s campaigns. “Marcello’s humor and authentic connection to the Hispanic experience in the U.S. resonates with a broad audience,” he said.
Beyond marketing campaigns, Amerant’s bilingual services, culturally relevant financial products, and support for local initiatives such as financial literacy and entrepreneurship highlight its broader mission. The bank’s sponsorship of Stephen’s Deli: A Love Story, an immersive theater experience celebrating South Florida’s diverse cultures, further underscores this commitment.
Amerant’s Agency Roster
Branch Expansion and Growth Goals
Amerant’s expansion is a testament to its strong customer relationships and strategic vision. Currently operating 19 branches in South Florida, the bank continues to invest in its footprint with plans to open more branches and expand its services. Francois shared the bank’s ambitious goals:
“By 2025, Amerant plans to expand our reach both through new branch openings and by increasing the depth of services provided to existing customers.”
As the bank scales, it focuses on community-driven growth that balances cutting-edge digital solutions with a personal touch.
Amerant Bank’s story is one of innovation and community involvement. Whether through its robust hybrid banking model, partnerships with sports icons, or culturally resonant marketing efforts, Amerant continues to build a brand that Floridians trust and celebrate. As Francois aptly said, “Amerant is more than a bank—it’s a partner invested in the communities we serve.”
