Freedom Financial sees 75% earnings surge, eyes strategic expansion and core deposit growth in 2025

Freedom Financial Holdings CEO Joe Thomas joined Steve Darling from Proactive to discuss the company’s strong financial performance and its strategic outlook for 2025, as it continues to grow its presence as a next-generation community bank serving the Greater Washington, DC area and beyond. Thomas highlighted the transformative growth of Freedom Bank, the company’s flagship subsidiary, which has more than doubled in size since the onset of the COVID-19 pandemic, now boasting over $1 billion in total assets. “We’ve doubled in size since COVID to $1 billion,” he noted, adding that the bank reported a 75% increase in earnings in the first quarter of 2025, compared to the same period in 2024—a reflection of strong operational momentum and disciplined strategy execution.

A key contributor to this performance has been strategic leadership hiring, including a new Chief Financial Officer, a head of the small business division, and an executive to lead Freedom’s consumer banking platform. These appointments are part of a broader effort to scale responsibly while maintaining the bank’s hallmark focus on entrepreneurs, small businesses, and private real estate investors.

Freedom’s ongoing investments in infrastructure and client services are foundational to its long-term strategy. “We bring world-class technology... with white glove service, no 1-800 number,” said Thomas, emphasizing the company’s commitment to relationship-driven banking that merges cutting-edge digital solutions with personalized client experiences. This blend of tech-forward infrastructure and high-touch service is a key differentiator in a market often dominated by impersonal, large-scale institutions.

Cultural alignment also plays a central role in the company’s growth. Thomas pointed out that internal culture and client relationships are treated as strategic assets. “Building an enduring franchise” is the ultimate goal, he said, highlighting Freedom’s long-term vision over short-term gains.

Looking ahead to the rest of 2025, Freedom Financial plans to further invest in its consumer banking division and make a strategic shift in its funding mix—reducing reliance on wholesale funding in favor of core deposits, a move designed to strengthen balance sheet stability and enhance profitability. These efforts are well-timed, as private-sector economic activity continues to accelerate in the Washington, DC market, creating fertile ground for loan growth and customer acquisition.