ASB vs HRI Comparison

Associated Banc-Corp is a bank holding company based in the United States of America. The company, through its subsidiaries, provides a broad array of banking and non-banking products and services to individuals and businesses. The group operates in three reportable segments: Corporate and Commercial Specialty; Community, Consumer, and Business; and Risk Management and Shared Services. The majority of its revenue is derived from the Corporate and Commercial Specialty segment, which serves a wide range of customers, including larger businesses, developers, not-for-profits, municipalities, and financial institutions by providing lending and deposit solutions as well as support to deliver, fund, and manage such banking solutions.

Herc Holdings is an equipment rental company that was spun out of Hertz Global in 2016. It is currently the third-largest player in North America, after United Rentals and Sunbelt Rentals, with an approximate 6% market share pro forma for its 2025 acquisition of H&E Equipment Services. It serves a similar mix of companies to its peers (industrial, commercial, and residential construction) from its 450 locations targeting the top 100 metropolitan markets in the US. Herc's rental fleet of approximately $7 billion is also similar in composition to its peer group in terms of equipment offered. The company is also pursuing diversification by bundling and increasing specialty solutions for its customer base. Herc's portfolio skews toward local customers versus national accounts (60%/40%).