It makes no sense for a little bank to attempt to be a financial supermarket. All those little side businesses the other banks have turn out to be big distractions. If they work, it adds maybe a penny to earnings ... and there's a big downside if they don't. Banks make their money lending ... it's much better to focus on a targeted customer base (business banking) with high profit margins. Sort of like Whole Foods runs their business = Heritage in banking.