The merger of Wells Fargo and Wachovia doubled our size. We’re no longer defined as just a regional bank. We’re a national company, with operations that stretch across the globe.

With this growth in size and scope, what makes us different than other so-called “large banks”? How do we define ourselves? We’re a community-based, diversified financial services company.

Community-based

Being community-based distinguishes us from every other large bank. By “community-based” we mean we’re not just a bank that happens to be in the community; we’re a community bank. We’re “in and of” every community in which we do business, whether it’s Chapel Hill, N.C.; or Mason City, Iowa; or Roseville, Calif. And we’re in more U.S. communities than any of our competitors.

We all identify with our community and take geographic pride in where we live and where we’re from. That’s my town. That’s my state. We’re relationship oriented, so we begin every conversation with what’s best for customers and their communities because every customer (and every one of our team members) lives somewhere and is part of a community— where they live and work and play, pay taxes, raise their family, educate their children, buy their groceries, practice their faith, care for their neighborhood and support their local nonprofits.

We’re local first, then national. We weren’t born as a national bank that then decided to be local. We were born as a local bank in one community that does business on Main Street and grew into a family of many local banks in many communities that only then became national. Every segment of the industry in which we do business—banking, mortgage, investments, insurance—started in a neighborhood and a town and grew to be national, not the other way around.

Since we’re local and national at the same time, we say that we want to out-local the nationals and out-national the locals .

“Out-local the nationals and out-national the locals®

This means we look like a national bank but behave like a smaller bank. It means you as the customer can know your local tellers by name, but they can refer you to a global world of financial products and services. “Out-national the locals” means we must offer better products, more channels, superior technology and a broader product line than smaller local competitors. “Out-local the nationals” means we stay closer to our customers than any national competitors in our communities, understanding our local customer needs, and providing professional, personalized, timely service on a first-name basis.

We offer our retail banking customers the most extensive, convenient distribution system in our industry. We have more than 9,000 stores and more than 12,000 ATMs. We have the most banking stores in supermarkets. Our customers call our phone banks tens of millions of times a year. We’re the first, the oldest and the best internet online financial services provider in the U.S. with more services to a broader group of consumers and businesses than any competitor. We have products available online to meet all the financial needs of every one of our customers including consumers, investors, small businesses, middle-market companies and larger corporations. We have 21 million active online banking customers. We want wellsfargo.com to be known as the best integrated “trusted gateway” for all our customers’ financial services.

We have three major customer segments: individuals, small businesses and large businesses. We have four major business groups: Community Banking (individuals and small businesses); Wealth, Brokerage and Retirement; Consumer Lending (home mortgage, home equity, credit cards, student lending, auto lending); and Wholesale Banking (larger and medium-sized businesses).

Our corporate headquarters is in San Francisco, but we believe our real “head”quarters is where our customers are. Likewise, our talent and resources are broadly dispersed. We have significant “hubquarters” of employment and expertise in many large metro areas including Charlotte, Boston, New York, Atlanta, Philadelphia, Miami, Chicago, Des Moines, St. Louis, Minneapolis-Saint Paul, Phoenix, Denver and Los Angeles.

Most of our products and services are ranked No. 1, 2 or 3 in the U.S. For example, we’re No. 1 in retail banking stores, originating and servicing home mortgages, small business lending and middle market relationships. We’re No. 2 in student loans, debit cards and overall auto lending. And we’re No. 3 in our branded ATM network. For a full list of how we rank, see the latest edition of the Wells Fargo Today fact sheet on Teamworks and wellsfargo.com.

Rankings such as these are important measures not because they indicate how big we are, but because they indicate how well we are satisfying all our customers’ financial needs.

Read Our Five Strategic Priorities
 
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