Heartland Bank believes it has the fastest service in the country. Two to three minutes is all the time it takes to apply for one its Open for Business unsecured business loans of up to $50,000, and get an approval. The process is fully automated with bank staff only involved if the loan applicant asks for one. Heartland is a small challenger bank growing by targeting niches the big banks overlook, with lending split between household lending on products like equity release mortgages and car loans, rural lending, and lending to small businesses.