By A.J. Kaufman, Managing Editor
The Business Journal of Tri-Cities recently engaged in a wide-ranging conversation with First Horizon Bank’s Greg Perdue. He is Tri-Cities Market President for the bank, chair of the United Way of Greater Kingsport and co-chair of the Kingsport Chamber of Commerce. He also sits on various boards, including the Kingsport Community Fund, Ballad Health Foundation and Frontier Health. After originally intending to become a history professor with his degree from the University of Texas, Perdue began his First Horizon career 27 years ago, and has since moved through several roles, ranging from Call Centers, Operations and Data Analytics to Commercial Banking, Management and Market Leadership.
Business Journal: What are some of the bank’s recent and ongoing successes?
Greg Perdue: Banking is largely a commoditized industry. As our CEO Bryan Jordan often says, our money is no greener and our loan documents no easier to read. You must find success in another way.
There are really two ways to differentiate yourself in mature industries like ours. The first is through service. The best companies wow their clients through their ability to deliver exceptional service experiences. We have a long-standing reputation as an exceptionally client-focused company. This is demonstrated through client awards, such as our recently announced win as the Best Bank in Bristol, and through national awards, where we were recently certified as a “Great Place to Work” for the seventh time, are recognized by Forbes as a Best-In-State employer for Tennessee, as a Best Employer for Women and as one of America’s Best Companies for 2026.
Another way we deliver experiences is through expertise, whether it is Trust Services, Financial Planning, Wealth Advisory Services, Retail Banking, Private Client Banking, Commercial Banking, International Services or Treasury Management, we are uniquely positioned within our market to deliver all of these services under the same roof with local bankers, surrounding our clients with all of the knowledge they need to experience full-service banking.
The second way to differentiate is through products; in our case, specifically Treasury Management. Our brand promise is “Big Bank Muscle, Small Bank Hustle,” and that is particularly true in our region where we leverage the best of innovative, Big-Bank treasury services delivered through local relationship-driven bankers. We have a full slate of cash management products from Electronic Lockbox to Integrated Accounts Payable to robust Fraud Protection tools to help you manage and protect your money. In addition, we offer a full complement of international services to help our clients hedge foreign exchange risk and reduce risk through import and export letters of credit.
BJ: What projects/endeavors are on the horizon for this fall?
GP: We have a new, completely in-house developed mobile banking app launching this fall to better serve our clients, and coming in late 2026, we are proud to partner with four other U.S. regional banks to launch the first blockchain-based payment network: CARI. This network enables the instant settlement of tokenized deposits within the regulated banking system. Whether your banking needs are simple or robust, our local bankers work hard to bring the capabilities of a large regional bank to our clients delivered with the level of service and experience you would expect from our local community banks.
BJ: What technological advances have you pursued recently, or what programs and/or special services help your customers?
GP: We are very excited about our upcoming mobile app as well as the CARI network. The CARI network will allow our clients to purchase stablecoin assets within our online platform that do not leave the insured banking network and thus retain eligibility for FDIC protection. This allows for continuous, 24/7 settlement of payments and could be a gamechanger once launched. In addition, the best technological advances are paired with exceptional service delivered through local bankers, giving our clients the best of both worlds. Whether their preference is to handle complex banking needs within an online portal or sitting in front of a banker at a local banking center, First Horizon clients have the benefit of Big Bank technology and small community bank service.
BJ: Specific to this region, how is First Horizon supporting economic development?
GP: Obviously, I can’t provide names, but we have been at or near the top of market share in both Washington and Sullivan counties for as long as I remember. We turned 162 this year, and that is a long time to develop long-standing, deep relationships. In doing that, we’ve built legacies with local small businesses that have contributed to the economic prosperity and quality of life in this region for decades. Small businesses are the No. 1 employer in the region, and we are proud to stand alongside so many of them.
We are equally proud to support the larger commercial employers in this area that provide jobs and livelihoods for so many of our residents. We also work with many of the municipalities in the region and across the state and have provided financing for numerous large economic development projects through the years across our footprint. All of that is to say, whether it is funding that first equipment purchases for a new small business or financing large expansion opportunities for a large commercial entity, our bankers have been supporting our community every step of the way.
BJ: What do you see banking looking like in, say, 2035 or 2040?
GP: I see the importance of human interaction increasing over the next 10-15 years. Technology and society will continue to adapt to AI advancements, but people will always crave communication with other humans. Personal interactions will become increasingly important as routine tasks are absorbed by technological developments.
We’ve already seen this to a degree with the younger generations; there is a thirst for analog technology, for a simpler day when people could unplug and be with other people. Pizza Hut is relaunching its store model from the 1970s and 80s, replete with old arcade games and shaded lights, to tap into this desire.
When I recently asked a young person at church what they liked best about their summer, their reply was instant: the week at camp where no phones or technology were allowed. The more we improve processes and systems with technology, the more the quality of the personal interaction rises to the top. In an environment where strong technology offerings are expected and in-person interactions are prized, I like our chances.
