Jeff Greenslade, CEO of Heartland Building Society, was in Hawke's Bay last week, looking to increase its rural business.
Heartland was owned by Heartland New Zealand Limited, which was listed on the NZSX on February 1 and was in the process of becoming a bank.
It comprised of the former businesses ofCBS Canterbury, Southern Cross and a 100 per cent shareholding in finance company Marac.
He said other lending organisations, weighted heavily towards property, were not helping the nation's economy grow. "A lot of lending is tied up for long periods of time and does not create wealth or jobs," he said.
"We want to position ourselves towards the productive sector. We believe it is a good risk because businesses generate cash."
He said the three brands that made up Heartland would be kept, for now.
"There is a lot of loyalty with them."
Marac had an office in Napier and more Hawke's Bay staff were planned.
"First and foremost you have got to have people on the ground. We have no shortage of people coming to work for us because they know we are determined to grow."
Hawke's Bay did not attract the accidental tourist, he said.
"You find a lot of people who research their holidays come to Hawke's Bay - there are a lot of treasures."
He was a regular visitor to Hawke's Bay, his wife's large extended family met regularly in Havelock North.
"We love it here, it's our second home."
