I witnessed a lot of change over my 40 years in commercial and industrial lending (aka, C&I lending ). But one thing that has remained consistent: Relationships still drive banking success. What’s evolved is how we initiate and build those relationships. Today’s business owners don’t just want a lender who can quote a rate; they want an advisor who understands their world — the challenges and opportunities they face, the newest trends, and more.
That’s where Vertical IQ’s economic and Industry Intelligence becomes a game-changer. With these timely, reliable insights, lenders can bridge the gap between credit analysis and client engagement, combining the “sales side” and the “credit side” to deliver real value.
While some research tools in the marketplace focus purely on credit risk, Vertical IQ equips C&I teams with insights that empower the entire relationship — from prospecting and business development to underwriting and portfolio management. It’s the difference between being a run-of-the-mill rate-quoting banker and an invaluable, trusted industry expert.
Why C&I lending necessitates a unique approach
Many banks are expanding into commercial and industrial lending because they’ve realized something important: Real estate loans don’t build deposits; operating companies do. When you bank a business that provides goods or services, you’re not just financing assets; you’re supporting cash flow and relationships that lead to long-term, profitable growth.
The challenge? C&I lending is inherently more complex. Understanding a business’s cash flow requires understanding the business itself — its industry trends, supply chain pressures, pricing challenges, and workforce issues … to name a few.
That’s where Vertical IQ truly shines. Our economic and Industry Intelligence gives you the context behind the numbers so you can confidently talk with business owners about what’s really driving performance (or a slump) in their industry.
An additional obstacle: C&I lending doesn’t operate in silos. Credit teams need to understand market realities just as much as sales teams need to grasp credit risk. Vertical IQ connects both sides of the house.
For lenders, it’s a sales enablement tool that helps you identify and nurture opportunities. For credit officers, it’s a risk management resource that provides context behind financials. Together, those perspectives create stronger, more balanced lending decisions and a better client experience.
Vertical IQ turns data into dialogue
Here are several ways C&I lenders can put Vertical IQ’s tools to work and incorporate Industry Intelligence into their daily routine.
1. Set up favorites, notifications, and email lists
Start by identifying the industries in your portfolio or target market and mark them as “Favorites” within Vertical IQ. Then, set up notifications so you automatically receive updates on those industries, including the Quarterly Industry Update email. This keeps you proactively informed without having to spend hours searching for the latest news about those niches.
Next, organize email/mailing lists in your CRM or Outlook. For example, if you have a dozen prospects/clients in landscaping, create a distribution list, and share those Vertical IQ quarterly emails with them (using Bcc). It’s a simple, scalable way to provide relevant insights to business owners that reinforce your expertise and keep your name top of mind.
Bonus tip: Time your email outreach to match their business cycle. For instance, sending that landscaping Industry Update in early spring when landscapers are preparing for their busy season will always hit the mark.
2. Leverage the Industry Snapshot
The Industry Snapshot, found in our SalesKit, may be the most powerful (yet under-utilized) tool within Vertical IQ. It quickly summarizes:
- Where the industry is headed
- The structure and concentration of the niche
- The top cash management challenges commonly faced by businesses in that industry
Those three essential data points — future outlook, market makeup, and cash flow concerns — speak directly to what every business owner wants to know: “Where is my industry going, how do I compare to my competition, and how can I better manage my business?”
Sharing the concise, visual Industry Snapshot can open doors to deeper advisory conversations that strengthen your credibility as more than a “banker” but rather as a knowledgeable partner.
3. Use Financial Benchmarks to guide better conversations
In C&I, when a business owner mentions that sales are down or margins are tight, it’s an opportunity, not a setback. Use Vertical IQ’s Financial Benchmarks to show how their performance stacks up against industry peers. This turns what could otherwise be an uncomfortable discussion into a collaborative, beneficial one.
Perhaps initiate the conversation by saying, “Here’s how similar companies within your industry are managing costs and leverage. Let’s talk about where your business can fine-tune things.”
Benchmark data from Vertical IQ also helps C&I teams build bridges with the business owner’s accountants and advisors. When you share relevant benchmarking data, you’re equipping your client’s financial partners with valuable context, making you an even more integral part of their trusted advisory team.
4. Speak the client’s language
Every industry has its own vocabulary and acronyms. If you can “speak shop” with your clients — whether that’s knowing what “turn rate” means in manufacturing or understanding “occupancy cost” in retail — you’ll immediately build trust.
Vertical IQ’s Industry Terms section helps C&I lenders learn and use this vernacular authentically. It signals that you’ve done your homework and actually understand their business … not just their balance sheet.
5. Watch the Big Picture Video and review Current Conditions
Sometimes you just don’t have time to read through a full Vertical IQ Industry Profile before a client meeting. I get it; I’ve been in your shoes! When time is tight, the Big Picture Video is perfect, delivering a quick, digestible overview of the industry’s key trends in just a few minutes.
Similarly, the Current Conditions chapter of each Industry Profile is invaluable for staying on top of what’s happening right now in a business owner’s world. Whether it’s supply chain delays, labor shortages, or pricing increases on materials, sharing a short update shows clients/prospects that you’re proactive and informed. Even if they don’t read every word of the content you share, they’ll remember that you’re the banker who keeps them ahead of the curve.
Building long-term value that outlasts a loan
At the end of the day, C&I lending clients and prospects aren’t just looking for financing; they’re looking for insight. When you consistently share timely, relevant information about their industry, you become more than a lender; you become a trusted advisor. And in a competitive market, that’s what keeps clients loyal. As I often tell lenders: It’s a lot harder to replace a client than it is to retain one!
With Vertical IQ, you have everything you need to deliver value that extends far beyond the life of a loan. You can provide real-world value rooted in knowledge, empathy, and true partnership. And that is what keeps a client turning to you again and again.
Ready to improve your bank’s C&I lending processes and win more deals? Contact us to learn how Industry Intelligence from Vertical IQ can help!