Joseph Losch, Market President – Central Florida, Ameris Bank

Invest: spoke with Joseph Losch, market president of Ameris Bank in Central Florida, about how banks are balancing technology, risk, and relationships as Central Florida continues to grow. “As long as population is growing as fast as it is in Orlando, I think we’ll continue to do well here,” Losch said.

What major changes in the market and recent successes for Ameris Bank come to mind?

Over the last year, the banking industry has navigated significant shifts driven by economic conditions and changing customer expectations. Interest rate volatility over the last 12-18 months has influenced lending strategies and deposit behavior and required banks to adapt quickly.

Regulatory updates have also increased compliance efforts to align with evolving standards. At the same time, the acceleration of digital banking adoption has transformed how we serve clients, prompting continued investments in cybersecurity and user-friendly platforms.

In Central Florida, strong population growth and a robust real estate market have created opportunities in mortgage lending and small business financing. Those dynamics continue to reinforce our commitment to supporting local economic development.

What have been some of your biggest successes for Ameris Bank internally and in the market?

One of our most notable achievements has been expanding our customer base in Central Florida by enhancing accessibility and deepening relationships within the community. We’ve introduced digital tools that simplify banking for individuals and businesses while enhancing convenience and security.

Those efforts have strengthened Ameris Bank’s position as a provider of personalized financial solutions – and the recognition has followed. Inbound Systems named us Orlando’s Best Bank in both 2024 and 2025 based on market research, customer surveys, and feedback. The Orlando Sentinel also named Ameris Bank one of Central Florida’s top workplaces. Those honors reflect both strong customer experience and high team engagement.

How have broader economic changes impacted lending and deposit activity?

The industry has experienced margin compression driven by interest rate fluctuations. The economy has a direct impact on banks. When the economy is growing, people are employed and spending money, businesses are growing, then banks are lending to support that growth.

The regulatory environment also plays a role. I would say conditions have improved somewhat, contributing to a cautiously optimistic outlook. We anticipate more stable interest rates, which should help normalize conditions after several challenging years.

How is Ameris Bank helping middle market and business clients navigate today’s conditions?

Much depends on the industry a business operates in and whether its exposure is local or global. Some sectors are thriving, while others are under pressure. Interest rate sensitive industries feel the impact of higher rates and rising prices more acutely. 

As a community-focused bank, we primarily serve business banking and commercial clients rather than very large middle market companies. We can support loans up to about $50 million, and many of the businesses we work with are growing alongside the region.

Central Florida continues to benefit from population growth and new business formation. We often partner with companies early in their lifecycle and continue as they expand. As long as Orlando’s population growth remains strong, we expect continued success in this market.

Which industries are currently driving demand for banking services in Central Florida?

Technology-related industries remain strong, including companies connected to AI. Orlando’s simulation industry – supporting both military and commercial applications – continues to grow, offering efficient and cost-effective training and testing solutions. 

Housing affordability remains a challenge, and while interest rates are higher than they were a few years ago, they are close to long-term historical norms that allow for continued activity.  Demand is high for affordable housing.  

Tourism remains a major economic driver, along with healthcare, senior living, and related services. The diversity of industries in Central Florida is a key reason the region continues to show resilience and ongoing growth.

How is Ameris Bank balancing technology adoption with relationship-based banking?

We view AI and technology as tools that improve efficiency and speed for customers – from accelerating loan processing to improving internal workflows.. 

At the same time, customers still value guidance for complex decisions, such as purchasing a home or managing business finances. We pair technology with advisory services, including first-time homebuyer seminars and business consultations focused on cash flow and financial performance.

AI can support preparation and analysis, but strong relationships are built through personal interaction. Technology enhances our service, but it doesn’t replace the value of local bankers providing advice and guidance.

How are you addressing fraud and cybersecurity concerns?

Technology plays a critical role in fraud prevention. We use tools like voice recognition for call verification and transaction monitoring to detect unusual activity. When something appears out of pattern, we reach out to customers early.

Behind the scenes, banks continue to invest heavily in cybersecurity. Customer behavior has also shifted – branch traffic has declined, digital usage has increased, especially following COVID.

Even with that shift, branches remain important. When issues arise, customers want the option to meet with someone in person. Strong digital capabilities paired with accessible physical locations remain  essential.

What differentiates Ameris Bank’s approach to branches in Central Florida?

We currently have three branches in Central Florida and plan to expand as the market grows. Branches today operate differently than they did in the past, with fewer staff and lower transaction volume.

Still, branches serve as a visible community presence and provide reassurance that customers can access in-person support when needed. Our approach is more hub-and-spoke rather than having branches on every corner.

For business clients, our bankers go to them rather than waiting for them to come to us. We provide tools that allow businesses to manage banking activities from their own locations. As markets grow, we add branches to support that activity.

Florida remains a key market for Ameris Bank, and Central Florida continues to be a major driver of our growth.

What is your outlook for the next three to five years?

We’re optimistic about the future, especially in Central Florida. Orlando has become one of the largest markets in our company, underscoring its importance.

Our priorities include continued market expansion, thoughtful branch growth, and ongoing digital innovation. Stable interest rates would support balanced growth in both loans and deposits.

Central Florida’s strong population growth and business formation position the region well for the years ahead. We plan to remain proactive partners for individuals and businesses as the market continues to evolve, combining strong relationships with digital capabilities to support long-term success.