Integration expands services for farmers with upgrades and specialist support
Bendigo Bank has formally integrated Rural Bank into its operations, launching a dedicated agribusiness division as part of a broader strategic shift.
The transition brings Rural Bank customers under the Bendigo Bank brand, aligning the company’s agricultural services with its broader banking network.
The newly established Bendigo Bank Agribusiness aims to enhance services for rural clients by leveraging the bank’s digital capabilities and expanding lending and product offerings. The move consolidates the bank’s position in agribusiness banking, providing customers with national coverage through a network of specialist bankers.
Adam Rowse (pictured above), chief customer officer for business bank and agribusiness at Bendigo Bank, said the alignment would help the bank better support the evolving needs of Australian farmers.
“For almost 25 years, Rural Bank has stood side by side with Australian farmers through every season, helping them stay on top of challenges and cultivate opportunities, while investing in the communities in which they live and work,” Rowse said.
He added that Bendigo Bank has a long history of supporting rural communities and looks forward to strengthening that commitment through the new agribusiness division.
The integration comes as Bendigo Bank places greater emphasis on its business and agribusiness segments. Earlier this month, the bank appointed Travis Dillon, former CEO of Ruralco Holdings, as a non-executive director to help drive growth in these areas.
Bendigo Bank Agribusiness will continue to provide industry insights, research, and market analysis, covering topics such as commodity prices, exports, farmland values, and business performance.
“We know farmers want an agribusiness specialist who understands their business and with the ability and insights needed to meet the evolving needs of modern agriculture,” Rowse said.
“With more than 150 specialist bankers positioned to provide the personal service our customers have come to expect, we look forward to partnering with Australian farmers in [this] exciting new era for our agribusiness division.”
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