Texas Regional Bank to open Frisco location, focusing on relationships over transactions

Banking can sometimes feel like homework: figuring out whom to contact, explaining a situation and navigating a process that can feel anything but personal.

Texas Regional Bank is taking a different approach as it prepares to open its new Frisco location.

For Frisco Market President Alicia Baum, banking starts with knowing the person behind the account—not just the transaction. That philosophy, rooted in accessibility, communication and long-term relationships, is at the heart of Texas Regional Bank’s approach as it expands into North Texas.

What is Texas Regional Bank?

Founded in South Texas, Texas Regional Bank was built around a straightforward philosophy: bank with the people you know. Today, TRB has grown into a $3 billion-asset institution with locations throughout the state, including North Texas cities such as Dallas, Southlake, Krum and Denton, while maintaining its focus on relationship banking.

For Baum, who brings nearly two decades of banking experience, “bank with the people you know” is more than a tagline. It means being accessible, understanding customers’ goals and helping them navigate financial decisions.

“Your priority is my priority,” Baum said. “If you call me, I know you’re calling for a reason. I may not have the answer immediately, but I will be your point of contact so you don’t have to stress about navigating an automated phone system.”

Why did Texas Regional Bank choose Frisco?

Frisco’s rapid growth and entrepreneurial spirit made it a natural fit for TRB’s North Texas expansion. The city combines business growth with a strong sense of community, creating an environment where TRB’s relationship-focused model can thrive.

For Baum, who has worked and lived in Frisco for more than six years, opening a location is about more than expanding the bank’s footprint. It is about building a team that understands the community and its needs.

“Our physical branch is new, but our commitment to Frisco isn’t,” Baum said. “We’ve been active in this community, and we’re here to stay. That’s why we’re building a team of local leaders who already live in Frisco, serve on local boards and truly understand what makes this city special.”

What does relationship banking look like in practice?

Relationship banking means customers have direct access to their bankers and decision-makers. TRB also offers services including commercial lending, treasury management, wealth management, mortgages and insurance through a local team that understands each customer’s needs.

For business owners, that can mean preparing before a loan is needed. TRB bankers review financials and complete underwriting proactively so they can move quickly when a customer needs capital.

“It’s kind of like a magic trick,” Baum said. “We do all the legwork and underwriting behind the scenes long before the client asks for capital. When they come to us saying, ‘I need a loan yesterday,’ we can execute instantly because we’ve already done the homework.”

Why does relationship banking matter?

The true test of a banking relationship often comes when circumstances change. Baum saw that firsthand during the 2020 pandemic, when business owners scrambled to secure Paycheck Protection Program loans.

“We had business owners who had banked with big national institutions for 20 years and couldn’t even get an application submitted,” Baum said. “It turned into a network of friends connecting friends to us.”

That experience reinforced the value of having a banker who knows the customer and understands the situation. The same philosophy applies to individuals and families navigating major financial decisions.

For Baum, the goal is simple: Customers should know there is someone who understands their priorities and is invested in helping them find a solution.

How will TRB become part of the Frisco community?

Even before its doors officially open this fall, TRB’s team has been building relationships through local businesses, civic organizations and nonprofits. The bank’s community-focused approach centers on being present and building relationships, including:

• Local decision-making: Credit decisions and underwriting are handled by leaders who live and work in the market.

• Direct access: Customers work directly with branch and market leaders.

• Proactive underwriting: Financial preparation happens ahead of loan requests to help streamline the process.

• Community involvement: The team participates in local organizations, chambers and nonprofit initiatives.

What can Frisco businesses and residents expect next?

As TRB prepares to open its Frisco location, Baum and her team—including longtime colleague and Frisco Branch Manager Shosh Minocha—are focused on building lasting relationships with local businesses, families and community leaders.

“Banking isn’t a science—it’s an art,” Baum said, quoting a career mentor. “It’s about pairing the resources and sophistication of a larger financial organization with the personal attention, flexibility and accountability that neighbors expect from one another. We’re here to grow together.”

Build a relationship with Texas Regional Bank

Texas Regional Bank is preparing to open its new Frisco branch in fall 2026. In the meantime, the local team is already working with area business owners, entrepreneurs and families.

To learn more, visit the Texas Regional Bank website.

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