Spotlight On: Alex Morton, Atlanta Market President, First Horizon Bank
Key points:
- • First Horizon is expanding its Atlanta workforce and market presence.
- • Technology is enhancing banking while preserving relationship-based service.
- • Atlanta’s growth is creating opportunities across commercial and small-business banking.
September 2026 — In an interview with Focus:, Alex Morton, Atlanta market president at First Horizon Bank, discussed the bank’s expanding workforce, relationship-based approach, and use of technology to meet evolving client demands. “Clients want banking to be more efficient, secure, and accessible, and technology, along with exceptional customer service, can help us meet those expectations,” Morton said.
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What developments have had the greatest impact on First Horizon Bank in Atlanta over the past year?
The Atlanta market continues to build momentum, fueled by strategic recruitment and the addition of talented new associates. Today, our Atlanta team includes more than 100 associates across the region, including a robust team of client-facing professionals in commercial, private, and wealth banking.
Our retail division is also experiencing substantial growth as banking centers remain central to a full client experience. We’re proud to also have talented team members joining in critical areas such as fraud prevention, operations, and cybersecurity who support the entire bank.
Over the past year, we have steadily expanded our First Horizon Bank team in Atlanta, reinforcing our momentum and deepening relationships throughout the market. Our commitment to building a dynamic presence in Atlanta positions us to better serve our clients and support the community as we continue to grow.
How are commercial and individual clients’ expectations evolving?
The continued evolution of digital tools and artificial intelligence (AI) is changing how our associates and clients use technology. At First Horizon Bank, we are consistently innovating and using those tools to improve how we support clients, our associates, and our communities.
We are also applying this technology to enhance the client experience and provide a safe and secure banking process. Clients want banking to be more efficient, secure, and accessible, and technology, along with exceptional customer service, can help us meet those expectations.
What we do best is preserve and invest in relationships. We understand people are at the center of everything we do. Our bankers collaborate with clients every day to maintain and strengthen those connections to ensure that we understand their changing needs and preferences.
Technology enhances the work our team is already doing and allows them to serve our clients more effectively.
How does First Horizon maintain trust while expanding its use of technology?
It begins with our legacy — a client-first mindset grounded in community.
First Horizon Bank has been serving clients for more than 160 years, and we have sustained that history by taking care of people: our clients, our associates who support one another, and the communities we serve.
We are a people-led, technology-enabled company. Trust comes from building relationships, doing things the right way, showing up consistently, and being a dependable provider of financial services that help our clients reach their goals at every stage of their lives.
Trust also comes from being a consistent employer of choice and community partner to help people and communities thrive. More than 160 years of service have helped us build trust, and maintaining that commitment will help us continue that legacy.
What banking trends are shaping areas such as lending and treasury management?
As a differentiator in the industry, we offer clients access to specialized banking teams with deep expertise in areas such as treasury management, wealth strategies, real estate lending, and franchise finance. By combining these capabilities with our local delivery model, we’re able to tailor solutions to fit each client’s specific needs and opportunities.
Today’s clients expect comprehensive service including leading digital products, a collaborative advisory approach, and financial professionals who understand their industry. At First Horizon Bank, we deliver specialized expertise while maintaining strong local relationships. This ensures clients work with professionals who truly understand their business, while also providing access to the broad resources and solutions of our organization.
How do you view Atlanta’s investment environment?
Atlanta’s investment environment remains highly dynamic and globally competitive. The region distinguishes itself across multiple sectors, from business and transportation to infrastructure and community engagement.
As a major transportation hub, anchored by one of the world’s busiest airports, Atlanta is uniquely positioned to attract new businesses and residents. The city’s robust infrastructure and ongoing population growth create a foundation for strong opportunities and continued economic expansion.
What truly sets Atlanta apart is its spirit of evolution. With a diverse economy and proven capacity for growth, Atlanta offers investors a compelling blend of innovation, stability, and long-term growth potential.
What challenges does growing competition create for the banking industry?
First Horizon has demonstrated its ability to compete effectively for more than 160 years by consistently serving clients and adapting to changing competitive dynamics. In an increasingly crowded marketplace, the client must remain at the center of every conversation. This focus helps us identify and deliver the products, services, expertise, and support our clients need to succeed.
What truly sets First Horizon apart is the strength of our relationships. Clients benefit from genuine connections with professionals who understand their businesses, rather than being routed to a general service line. Our clients know they can visit a banking center and interact with bankers who are familiar with them and their businesses.
This personal approach is core to our identity and differentiates us from other banks. It also enables us to continually innovate and evolve, delivering new solutions that meet clients’ changing needs.
Ultimately, increased competition reinforces the importance of understanding our clients, being responsive, and providing the right blend of service, expertise, and technology — principles that have been foundational to First Horizon throughout its history.
How do community partnerships support economic development and financial wellness?
We are deeply committed to bettering the communities we serve and deliver that commitment through strategic partnerships with trusted community organizations.
We actively engage with local partners to identify opportunities for financial education, economic development, housing, health, and human services to ensure our efforts are aligned with the specific needs of each community. This collaboration allows us to continuously assess and improve our community support, delivering programs and resources that empower individuals, support businesses, and strengthen economic stability.
Our associates are at the heart of these efforts, volunteering their time and expertise. Through these partnerships, we are able to connect our people and resources to meaningful opportunities, fostering stronger communities and supporting sustainable economic growth.
What are First Horizon’s priorities over the next three to five years?
Atlanta has a strong economy, a rich talent base, diverse industries, and significant transportation infrastructure. Those strengths create an attractive business environment for companies looking to relocate or expand.
We are focused on supporting middle-market companies and the small businesses that help drive the American economy. The Southeastern U.S. has a strong manufacturing base and access to important raw materials, and its economy is also evolving through emerging technology sectors.
As Atlanta attracts more diverse and specialized companies, First Horizon Bank will continue evolving to provide the services those businesses need. We want to grow alongside the market and bring the appropriate financial capabilities to each opportunity.
Our priorities are connected to the direction of the region. As industries change and new companies enter the market, we must continue adapting our services while maintaining the personal relationships that define how we operate.
I am genuinely enthusiastic about Atlanta’s future and First Horizon Bank’s strong position in this vibrant market. We are uniquely poised to continue supporting the region’s growth, strengthening our communities and serving the increasingly diverse and dynamic metropolitan area.
With our resources and expertise, First Horizon Bank is well-positioned to help businesses thrive, empower local communities, and contribute to the ongoing economic expansion throughout Atlanta. As the city evolves with new industries and a growing population, we are committed to growing alongside it and adapting to its ever-changing needs.
Looking ahead, I am excited not just for the next five, 10, or 20 years, but for the next chapter in First Horizon Bank’s legacy, especially here in Atlanta where our presence will continue to make a positive and lasting impact.
Want more? Read the Focus: Atlanta report.
