When IncredibleBank, the online banking division of Wisconsin-based River Valley Bank, made the list of “Top 10 Online Banks” at GoBankingRates.com, it found itself in good company, right alongside Ally Bank, CIT Bank, Discover Bank, and Synchrony.

While not the only community bank on the list, it’s a significant accomplishment for an institution with only $1.3 billion in assets. And equally noteworthy, IncredibleBank is the only digital-first bank offering loans for luxury RVs. These motor coaches — the ones the size of a tour bus with slide-outs that turn them into 1,200 square foot homes — run upwards of $2 million. PGA golfers, NASCAR drivers, actors, and other celebs own these motorized behemoths. But, it turns out, so do many successful small-business owners, and that just happens to be the core market for River Valley Bank.

Nationwide motor coach lending wasn’t actually part of the original plan Todd Nagel hatched when he set out to launch IncredibleBank back in 2009. As the CEO of River Valley Bank, he was simply looking for a way to raise deposits to help fund strong loan demand that was outstripping what the local Wausau, Wis. community could provide. He decided to copy the success of ING Direct, one of the earliest direct/digital banks.

The strategic decision was made to create a separate brand for the new unit using a different name to avoid cannibalizing brick-and-mortar customers, explains Ellie Reineck, President for IncredibleBank.

Read more in The Financial Brand.