HEARTLAND FINANCIAL USA INC
DEF 14A, 2000-03-29
SAVINGS INSTITUTION, FEDERALLY CHARTERED
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                    SCHEDULE 14A INFORMATION

   Proxy Statement Pursuant to Section 14(a) of the Securities
             Exchange Act of 1934 (Amendment No.  )

Filed by the Registrant [ X]
Filed by a Party other than the Registrant [  ]

Check the appropriate box:


[  ] Preliminary Proxy Statement        [  ]  Confidential, for Use
                                           of the Commission
                                           Only (as permitted by
                                           Rule 14a-6(e)(2))
[ X] Definitive Proxy Statement
[  ] Definitive Additional Materials
[  ] Soliciting Material Pursuant to Section 240.14a-11(c) or
     Section 240.14a-12


                  HEARTLAND FINANCIAL USA, INC.
        (Name of Registrant as Specified in its Charter)


    (Name of Person(s) Filing Proxy Statement, if other than
                           Registrant)

Payment of Filing Fee (Check the appropriate box):

[ X] No fee required

[  ] Fee computed on table below per Exchange Act Rules 14a-
     6(i)(4) and 0-11.

     1)   Title of each class of securities to which transaction
     applies:

     2)  Aggregate number of securities to which transaction
     applies:

     3)  Per unit price or other underlying value of transaction
     computed pursuant to Exchange Act Rule 0-11 (Set forth the
     amount on which the filing fee is calculated and state how
     it was determined):

     4)  Proposed maximum aggregate value of transaction:

     5)  Total fee paid:

[  ] Fee paid previously with preliminary materials.

[  ] Check box if any part of the fee is offset as provided by
     Exchange Act Rule 0-11(a)(2) and identify the filing for
     which the offsetting fee was paid previously. Identify the
     previous filing by registration statement number, or the Form
     or Schedule and the date of its filing.

     1)  Amount Previously Paid:

     2)  Form, Schedule, or Registration Statement No.:

     3)  Filing Party:

     4)  Date Filed:



[LOGO]
Heartland Financial USA, Inc.



                              April 5, 2000



Dear Fellow Stockholder:

     You are cordially invited to attend the annual stockholders'
meeting  of  Heartland Financial USA, Inc.  to  be  held  at  the
corporate headquarters, located at 1398 Central Avenue,  Dubuque,
Iowa,  on Wednesday, May 17, 2000, at 1:30 p.m.  The accompanying
notice  of  annual  meeting of stockholders and  proxy  statement
discuss  the business to be conducted at the meeting.  A copy  of
our  1999  Annual  Report to Stockholders is  enclosed.   At  the
meeting  we  shall report on operations and the outlook  for  the
year ahead.

      Your  board of directors has nominated two persons to serve
as  Class I directors.  Additionally, our management has selected
and  recommends  that you ratify the selection  of  KPMG  LLP  to
continue  as  our  independent public accountants  for  the  year
ending December 31, 2000.

     We  recommend  that you vote your shares  for  each  of  the
director nominees and in favor of the proposal.

      We  encourage you to attend the meeting in person.  Whether
or  not  you plan to attend, however, please complete,  sign  and
date  the  enclosed  proxy  and return  it  in  the  accompanying
postpaid  return  envelope as promptly as  possible.   This  will
ensure that your shares are represented at the meeting.

      We  look forward with pleasure to seeing and visiting  with
you at the meeting.


                              With best personal wishes,

                              /s/ Lynn S. Fuller
                              -----------------------------
                              Lynn S. Fuller
                              Chairman of the Board


   1398 Central Avenue - Dubuque, Iowa 52001 - (319) 589-2100

<PAGE>

[LOGO]
Heartland Financial USA, Inc.



            NOTICE OF ANNUAL MEETING OF STOCKHOLDERS
                     TO BE HELD MAY 17, 2000



TO THE STOCKHOLDERS:

      The  annual meeting of stockholders of HEARTLAND  FINANCIAL
USA,  INC.  will  be  held  at the corporate  headquarters,  1398
Central  Avenue, Dubuque, Iowa, on Wednesday, May  17,  2000,  at
1:30  p.m.,  for the purpose of considering and voting  upon  the
following matters:

          1.   to elect two Class I directors.

          2.   to  approve  the  appointment  of  KPMG  LLP  as
               independent  public  accountants for  the  fiscal
               year ending December 31, 2000.

          3.   to transact such other business as may properly be
               brought  before  the  meeting or  any  adjournments
               or postponements of the meeting.

     The board of directors is not aware of any other business to
come before the meeting.  Stockholders of record at the close  of
business on March 22, 2000, are the stockholders entitled to vote
at  the  meeting  and  any adjournments or postponements  of  the
meeting.   In  the  event there are not sufficient  votes  for  a
quorum or to approve or ratify any of the foregoing proposals  at
the  time of the annual meeting, the meeting may be adjourned  or
postponed in order to permit further solicitation of proxies.

                              By order of the Board of Directors

                              /s/ Lois K. Pearce
                              ----------------------------------
                              Lois K. Pearce
                              Secretary

Dubuque, Iowa
April 5, 2000


IMPORTANT:  THE PROMPT RETURN OF PROXIES WILL SAVE US THE EXPENSE
OF  FURTHER  REQUESTS  FOR PROXIES TO  ENSURE  A  QUORUM  AT  THE
MEETING.    A  SELF-ADDRESSED  ENVELOPE  IS  ENCLOSED  FOR   YOUR
CONVENIENCE.  NO POSTAGE IS REQUIRED IF MAILED WITHIN THE  UNITED
STATES.

<PAGE>

[LOGO]
Heartland Financial USA, Inc.

                         PROXY STATEMENT

     This  proxy  statement is furnished in connection  with  the
solicitation  by  the  board of directors of Heartland  Financial
USA,  Inc.  of  proxies  to be voted at  the  annual  meeting  of
stockholders.   This  meeting is to  be  held  at  the  corporate
headquarters  located at 1398 Central Avenue, Dubuque,  Iowa,  on
Wednesday,  May  17, 2000, at 1:30 p.m. local  time,  or  at  any
adjournments or postponements of the meeting.

    Heartland Financial USA, Inc., a  Delaware corporation,  is a
diversified  financial services  holding company headquartered in
Dubuque, Iowa.   We offer full-service  community banking through
six banking subsidiaries  with a total of 29 banking locations in
Iowa, Illinois, Wisconsin  and New Mexico.   In addition, we have
separate subsidiaries  in the  consumer finance, vehicle leasing/
fleet  management,  insurance  agency and  investment  management
businesses.   Our primary strategy is to balance ourfocus  on in-
creasing profitability  with  asset  growth  and  diversification
through  acquisitions, de novo bank  formations, branch  openings
and expansion into non-bank subsidiary activities.

     The  proxy statement and the accompanying notice of  meeting
and  proxy are first being mailed to holders of shares of  common
stock, par value $1.00 per share, on or about April 5, 2000.


Voting Rights and Proxy Information

     All shares of common stock represented at the annual meeting
by  properly executed proxies received prior to or at the  annual
meeting, and not revoked, will be voted at the annual meeting  in
accordance with the instructions thereon.  If no instructions are
indicated,  properly  executed proxies  will  be  voted  for  the
nominees and for adoption of the proposal set forth in this proxy
statement.  A majority of the shares of the common stock  present
in  person  or represented by proxy will constitute a quorum  for
purposes  of the meeting.  Abstentions and broker non-votes  will
be counted for purposes of determining a quorum.

     Stockholders of record on our books at the close of business
on March 22, 2000, will be entitled to vote at the meeting or any
adjournments or postponements of the meeting.  On March 22, 2000,
we  had  outstanding 9,627,465 shares of common stock, with  each
share entitling its owner to one vote on each matter submitted to
a  vote at the annual meeting.  Directors shall be elected  by  a
plurality of the votes present in person or represented by  proxy
at  the meeting and entitled to vote.  In all other matters,  the
affirmative vote of the majority of shares present in  person  or
represented by proxy at the meeting and entitled to vote  on  the
subject  matter  shall  be  required  to  constitute  stockholder
approval.   Abstentions  will be treated  as  votes  against  any
proposal and broker non-votes will have no effect on the vote.

     We  would like to have all stockholders represented  at  the
annual  meeting.   Whether  or not you  plan  to  attend,  please
complete, sign and date the enclosed proxy and return it  in  the
accompanying postpaid return envelope as promptly as possible.  A
proxy  given pursuant to this solicitation may be revoked at  any
time before it is voted by:


       - executing  and delivering  to our corporate  secretary a
         later dated  proxy relating  to the same shares prior to
         the exercise of such proxy;

       - filing  with our corporate secretary, at  or  before the
         meeting,  a  written notice of revocation  bearing  a
         later date than the proxy; or

       - attending  the  meeting and voting in person  (although
         attendance  at  the  meeting will not  in  and  of  itself
         constitute revocation of a proxy).

     Any  written notice revoking a proxy should be delivered  to
Ms.  Lois  K. Pearce, Secretary, Heartland Financial  USA,  Inc.,
1398 Central Avenue, Dubuque, Iowa 52001.


                     ELECTION OF DIRECTORS

      At  the annual meeting to be held on May 17, 2000, you will
be  entitled to elect two Class I directors for terms expiring in
2003.   The  directors  are  divided into  three  classes  having
staggered  terms  of  three  years.  Each  of  the  nominees  for
election as a Class I director is an incumbent director.  We have
no knowledge that any of the nominees will refuse or be unable to
serve,  but  if  any  of  the  nominees  become  unavailable  for
election,  the holders of proxies reserve the right to substitute
another  person of their choice as a nominee when voting  at  the
meeting.

     Set  forth below is information concerning the nominees  for
election  and for the other directors whose terms of office  will
continue after the meeting, including the age, year first elected
a  director  and business experience of each during the  previous
five  years  as  of March 22, 2000.  Unless otherwise  indicated,
each  person has held the positions indicated for at  least  five
years.   The  nominees,  if elected at the annual  meeting,  will
serve as Class I directors for three-year terms expiring in 2003.
The  board of directors recommends that you vote your shares  FOR
each of the nominees for director.

                            NOMINEES

                    Served as
                     Company       Position with the Company
Name                 Director      and the Subsidiaries and
(Age)                 Since        and Principal Occupation
- ------------------  ---------      ------------------------

CLASS I
(Term Expires 2003)

Lynn B. Fuller        1987         President (1990-present) and
(Age 50)                           and Chief Executive Officer
                                   (1999-present) of Heartland
                                   Financial USA, Inc.; Director,
                                   Vice Chairman of the Board
                                   (2000-present), President
                                   (1987-1999) and Chief
                                   Executive Officer (1986-1999)
                                   of Dubuque Bank and Trust;
                                   Director of Galena State Bank,
                                   First Community Bank,
                                   Riverside Community Bank
                                   (1995-present), Wisconsin
                                   Community Bank (1997-present),
                                   New Mexico Bank & Trust (1998-
                                   present) and Keokuk
                                   Bancshares, Inc.; Director and
                                   President of Citizens Finance;
                                   Director and Chairman of ULTEA
                                   1996-present)

Gregory R. Miller     1994         Executive Vice President of
(Age 51)                           of Heartland Financial USA,
                                   Inc. (1996-1998); Director
                                   (1987-present), Vice Chairman
                                   (1998-present), President and
                                   Chief Executive Officer (1988-
                                   1997) of First Community Bank;
                                   President and Chief Executive
                                   Officer of Keokuk Bancshares,
                                   Inc. (1990-1997); Senior Vice
                                   President and Portfolio
                                   Manager of Chicago Capital
                                   Fund Management (1998-present)

                      CONTINUING DIRECTORS

                    Served as
                     Company       Position with the Company
Name                 Director      and the Subsidiaries and
(Age)                 Since        and Principal Occupation
- ------------------  ---------      ------------------------

CLASS II
(Term Expires 2001)

Mark C. Falb          1995         Director of Dubuque Bank and
(Age 52)                           Trust; Director of Citizens
                                   Finance (1997-present);
                                   Chairman of the Board and
                                   Chief Executive Officer of
                                   Westmark Enterprises, Inc. and
                                   Kendall/Hunt Publishing
                                   Company

James A. Schmid            1981    Vice Chairman of the Board of
(Age 76)                           Heartland Financial USA, Inc.;
                                   Chairman of the Board and
                                   Director of Dubuque Bank and
                                   Trust; Director of Citizens
                                   Finance; Chairman of the Board
                                   and Chief Executive Officer of
                                   Crescent Electric Supply
                                   Company

Robert Woodward            1987    Director of Dubuque Bank and
(Age 63)                           Trust and Citizens Finance;
                                   Chairman of the Board and
                                   Chief Executive Officer (1995-
                                   present) and Executive Vice
                                   President (1983-1994) of
                                   Woodward Communications, Inc.

CLASS III
(Term Expires 2002)

Lynn S. Fuller             1981    Chairman of the Board (1988-
(Age 75)                           present) and Chief Executive
                                   Officer (1988-1999) of
                                   Heartland Financial USA, Inc.;
                                   Director and Vice Chairman of
                                   the Board of Dubuque Bank and
                                   Trust; Director of Citizens
                                   Finance

Evangeline K. Jansen       1981    Director of Dubuque Bank and
(Age 83)                           Trust and Citizens Finance


     All  of  our  directors  will  hold  office  for  the  terms
indicated, or until their respective successors are duly  elected
and  qualified.   There  are  no arrangements  or  understandings
between  Heartland  Financial USA,  Inc.  and  any  other  person
pursuant  to  which any of our directors have been  selected  for
their  respective positions.  No member of the board of directors
is  related to any other member of the board of directors, except
that Lynn S. Fuller is the father of Lynn B. Fuller.

Meetings of the Board of Directors and Committees

      Regular  meetings  of  the  board  of  directors  are  held
quarterly.  During 1999, the board of directors held four regular
meetings and eight special meetings.  All directors during  their
terms of office in 1999 attended at least 75% of the total number
of meetings of the board of directors and of meetings held by all
committees  of the board on which any such director served,  with
the  exception  of  the  audit  committee.   Of  the  four  audit
committee meetings held, Mr. Falb was absent for two meetings due
to  business  travel.   We  do  not  currently  have  a  standing
nominating  committee.  Rather, the entire board participates  in
the process of selecting nominees to fill vacancies on the board.
The  board  of  directors will consider nominees  recommended  by
stockholders provided any such recommendation is made in  writing
and  delivered to the corporate secretary as further provided  in
our bylaws.

     The  compensation committee, consisting of directors  Schmid
(Chairman),  Falb, Jansen, Woodward and Miller, meets  to  review
the  salary,  other  compensation and performance  of  the  chief
executive officer and each of the other executive officers  named
in  the  summary  compensation table and recommends  adjustments.
During 1999, the compensation committee met three times.

     The  audit committee recommends independent auditors to  the
board,  reviews  the results of the auditors'  services,  reviews
with  management and the internal auditor the systems of internal
control and internal audit reports and assures that the books and
records   are  kept  in  accordance  with  applicable  accounting
principles and standards.  The members of the audit committee are
directors  Schmid (Chairman), Falb, Jansen, Woodward and  Miller.
During 1999, the audit committee met four times.

Compensation of Directors

     Each  of our directors is paid a fee of $450 for each  board
meeting  attended  and $250 for each committee meeting  attended,
except  that Mr. Lynn B. Fuller receives no fees for his services
as director.


         SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS
                         AND MANAGEMENT

     The  following  table  sets forth certain  information  with
respect to the beneficial ownership of our common stock at  March
22,  2000, by each person known by us to be the beneficial  owner
of more than 5% of the outstanding common stock, by each director
or  nominee,  by  each  executive officer named  in  the  summary
compensation  table  below  and by all  directors  and  executive
officers  of  Heartland Financial USA, Inc. as a  group.   Unless
otherwise noted, the address of each five percent stockholder  is
1398 Central Avenue, Dubuque, Iowa 52001.


                              Amount and Nature
Name of Individual and          of Beneficial     Percent of
Number of Persons in Group      Ownership (1)        Class
- --------------------------    ------------------  ----------

5% Stockholders and Directors

Dubuque Bank and Trust Company     735,460 (2)       7.6%
Heartland Partnership, L.P.        556,000 (3)       5.8%
Mark C. Falb                       182,574 (4)       1.9%
Lynn B. Fuller                     329,690 (5)       3.4%
Lynn S. Fuller                     884,570 (6)       9.2%
Evangeline K. Jansen               915,902 (7)       9.5%
Gregory R. Miller                  204,764 (8)       2.1%
James A. Schmid                    385,582 (9)       4.0%
Robert Woodward                    439,834 (10       4.6%

Other Executive Officers

John K. Schmidt                     77,174 (11)        *
Kenneth J. Erickson                 86,187 (12)        *
Douglas J. Horstmann                83,684 (13)        *
Paul J. Peckosh                     72,774 (14)        *
All directors and
executive officers
as a group (12 persons)          3,726,031          38.7%

* Less than one percent

     (1)  The information contained in this column is based upon
information  furnished to Heartland Financial USA,  Inc.  by  the
persons  named  above  and the members of the  designated  group.
Amounts  reported include shares held directly as well as  shares
which  are held in retirement accounts and shares held by certain
members  of the named individuals' families or held by trusts  of
which   the   named  individual  is  a  trustee  or   substantial
beneficiary, with respect to which shares the respective director
may  be  deemed  to have sole or shared voting and/or  investment
power.   Also included are shares obtainable through the exercise
of  options  within  60  days  of the  date  of  the  information
presented  in this table in the following amounts:  Mr.  Lynn  B.
Fuller  -  72,000  shares; Messrs. Miller and  Peckosh  -  36,000
shares;  Messrs. Schmidt, Erickson and Horstmann - 48,000  shares
and  all  directors and executive officers as a group  -  336,000
shares.   The nature of beneficial ownership for shares shown  in
this  column is sole voting and investment power, except  as  set
forth  in  the  footnotes below.  Inclusion of shares  shall  not
constitute  an  admission of beneficial ownership or  voting  and
investment power over included shares.

     (2)    Includes 337,164 shares over which Dubuque  Bank  and
Trust,  Heartland Financial USA, Inc.'s leading bank  subsidiary,
has  sole  voting  and investment power and 398,296  shares  over
which  Dubuque  Bank  and Trust has shared voting  or  investment
power.

     (3)   Mr. Lynn S. Fuller, Chairman of the Board of Heartland
Financial   USA,  Inc.,  is  the  general  partner  of  Heartland
Partnership, L.P., and in such capacity exercises sole voting and
investment power over such shares.

     (4)   Includes 109,376 shares over which Mr. Falb has shared
voting  and investment power and 44,704 shares held by Mr. Falb's
spouse,  as  trustee,  over  which Mr.  Falb  has  no  voting  or
investment power.

     (5)    Includes  an aggregate of 4,305 shares  held  by  Mr.
Fuller's  spouse and minor children and 77,848 shares held  in  a
trust  for which Mr. Fuller serves as co-trustee, over which  Mr.
Fuller  has shared voting and investment power.  Includes  14,000
shares  held by the Heartland Partnership, L.P., over  which  Mr.
Fuller  has no voting or investment power but in which Mr. Fuller
does have a beneficial interest.

     (6)    Includes  shares  held by the Heartland  Partnership,
L.P., over which Mr. Fuller has sole voting and investment power,
as  well  as 37,284 shares held by a trust for which Mr. Fuller's
spouse  is a trustee and 77,848 shares held in a trust for  which
Mr. Fuller serves as co-trustee, over which Mr. Fuller has shared
voting and investment power.

     (7)   Represents shares held in certain trusts for which Ms.
Jansen  serves  as trustee or co-trustee.  Voting and  investment
power is shared with respect to 288,512 of such shares.

     (8)    Includes an aggregate of 66,100 shares  held  by  Mr.
Miller's  spouse,  over which Mr. Miller has  shared  voting  and
investment power.

     (9)   Includes 10,784 shares held by Mr. Schmid's wife, over
which  Mr. Schmid has shared voting and investment power, 149,374
shares  held in trust over which Mr. Schmid has sole  voting  and
investment  power,  and  84,384 shares held  by  Crescent  Realty
Corp., of which Mr. Schmid is a controlling person.

     (10)  Includes an aggregate of 261,200 shares held by various
trusts  of  which Mr. Woodward is a trustee and  over  which  Mr.
Woodward  has  shared voting and investment  power  over  248,400
shares  and sole voting and investment power over 12,800  shares.
Mr. Woodward also has full power of attorney for the 5,712 shares
held by his mother.

     (11)  Includes 488 shares held by Mr. Schmidt jointly  with
his  spouse,  over  which  Mr.  Schmidt  has  shared  voting  and
investment power.

     (12)  Includes 5,333 shares held by Mr. Erickson jointly with
his  spouse,  over  which  Mr. Erickson  has  shared  voting  and
investment power.

     (13)  Includes 18,000 shares held by Mr. Horstmann's spouse,
over which Mr. Horstmann has shared voting and investment power.

     (14)  Includes 3,017 shares held by Mr. Peckosh jointly with
his  spouse,  over  which  Mr.  Peckosh  has  shared  voting  and
investment power, and 1,600 shares held by Mr. Peckosh's  spouse,
over which Mr. Peckosh has no voting and investment power.


    Section 16(a) of the Securities Exchange Act of 1934 requires
that  our directors, executive officers and 10% stockholders file
reports of ownership and changes in ownership with the Securities
and  Exchange  Commission.  Such persons  are  also  required  to
furnish  us  with  copies of all Section 16(a) forms  they  file.
Based solely upon our review of such forms, we are not aware that
any  of  our  directors, executive officers or  10%  stockholders
failed  to  comply with the filing requirements of Section  16(a)
during 1999.


                     EXECUTIVE COMPENSATION

      The  following table sets forth information concerning  the
compensation paid or granted to our Chief Executive  Officer  and
to  each  of  the  other  four most highly compensated  executive
officers of Heartland Financial USA, Inc. or our subsidiaries for
the fiscal year ended December 31, 1999:

                   SUMMARY COMPENSATION TABLE

                                           Annual Compensation
                                           -------------------
(a)                            (b)           (c)          (d)
                              Fiscal
                               Year
                              Ended
Name and Principal           December      Salary        Bonus
Position                       31st        ($)(1)        ($)(2)
- ------------------           --------     ---------     --------


Lynn B. Fuller                  1999      $180,000       $80,124
President and Chief             1998       170,000        58,155
Executive Officer of            1997       165,000        73,042
Heartland Financial USA, Inc.

John K. Schmidt                 1999      $118,000       $32,315
Executive Vice President        1998       108,000        28,346
and Chief Financial Officer of  1997       105,000        29,182
Heartland Financial USA, Inc.

Kenneth J. Erickson             1999      $109,000       $35,290
Executive Vice President of     1998       104,000        17,538
Heartland Financial USA, Inc.   1997       100,000        20,808

Douglas J. Horstmann            1999      $105,000       $30,307
Senior Vice President of        1998       102,000        17,200
Heartland Financial USA, Inc.   1997        99,000        20,601

Paul J. Peckosh                 1999      $ 94,250       $27,690
Senior Vice President of        1998        91,500        25,093
Heartland Financial USA, Inc.   1997        88,000        23,294

                                     Long-term
                                    Compensation
                                       Awards
                               ---------------------
(a)                    (b)         (f)        (g)       (h)
                      Fiscal
                       Year               Securities
                      Ended    Restricted Underlying All Other
Name and Principal   December    Stock     Options/  Compensa-
Position               31st    Awards ($)    SARs(#) tion($)(3)
- ------------------   --------  ---------- ---------- ----------

Lynn B. Fuller         1999     $  ---        24,000   $21,974
President and Chief    1998        ---        24,000    24,636
Executive Officer of   1997        ---        24,000    47,179
Heartland Financial
USA, Inc.


John K. Schmidt        1999     $  ---        16,000   $19,497
Executive Vice         1998        ---        16,000    18,382
President and          1997        ---        16,000    31,382
Chief Financial
Officer of Heartland
Financial USA, Inc.

Kenneth J. Erickson    1999     $  ---        12,000   $16,015
Executive Vice         1998        ---        16,000    18,024
President of Heartland 1997        ---        16,000    31,382
Financial USA, Inc.

Douglas J. Horstmann   1999     $  ---         6,000   $15,443
Senior Vice President  1998        ---        16,000    16,150
of Heartland Financial 1997        ---        16,000    28,818
USA, Inc.

Paul J. Peckosh        1999     $  ---         6,000   $15,191
Senior Vice President  1998        ---        12,000    15,951
of Heartland Financial 1997        ---        12,000    26,852
USA, Inc.


     (1)  Includes amounts deferred under our retirement plan.

     (2)  The amounts shown represent amounts received under our
management incentive compensation plan.

     (3)   The  amounts shown represent amounts  contributed  on
behalf  of  the  respective officer to the retirement  plan,  the
aggregate  value  of  the  discount to  market  price  of  shares
purchased  under  the  employee stock purchase  plan  and/or  the
executive  restricted  stock purchase  plan,  and  the  allocable
portion  of  the  premium  paid  for  life  insurance  under  the
executive  death  benefit program.  For Mr. Fuller,  the  amounts
shown  include an automobile allowance of $1,463 for 1999, $1,698
for  1998 and $1,901 for 1997.  For Mr. Schmidt, the amount shown
for  1999 includes an automobile allowance of $1,082.  For  1999,
the amount contributed for each officer under the retirement plan
was  $19,988 for Mr. Fuller, $18,283 for Mr. Schmidt, $15,808 for
Mr.  Erickson,  $15,266 for Mr. Horstmann  and  $14,909  for  Mr.
Peckosh.   There  was  no discount realized on  shares  purchased
under  the  stock  plans  during  1999.   For  1998,  the  amount
contributed  for each officer under the retirement plan  and  the
aggregate value of the discount realized by each named individual
was  $20,000 and $2,490 for Mr. Fuller, $17,487 and $780 for  Mr.
Schmidt,  $15,825 and $2,028 for Mr. Erickson, $15,590  and  $414
for  Mr.  Horstmann and $14,555 and $1,167 for Mr. Peckosh.   For
1997,  such  amounts  were $19,632 and $25,023  for  Mr.  Fuller,
$16,105 and $13,799 for Mr. Schmidt, $15,085 and $16,051 for  Mr.
Erickson,  $14,349 and $14,252 for Mr. Horstmann and $14,113  and
$12,418 for Mr. Peckosh.

Stock Option Information

     The following table sets forth certain information concerning
the number and value of stock options granted  in the last  fiscal
year to the individuals named in the summary compensation table:


                OPTION GRANTS IN LAST FISCAL YEAR

                        Individual Grants

(a)                           (b)          (c)           (d)
                                       % of Total
                                     Options Granted
                            Options    to Employees   Exercise or
                            Granted     in Fiscal      Base Price
Name                        (#) (1)        Year        ($/Share)
- -----------------------   ------------ -----------    -----------

Lynn B. Fuller                24,000      22.6%         $18.00
John K. Schmidt               16,000      15.1%          18.00
Kenneth J. Erickson           12,000      11.3%          18.00
Douglas J. Horstmann           6,000       5.7%          18.00
Paul J. Peckosh                6,000       5.7%          18.00


(a)                              (e)                    (f)
                                                    Grant Date
                              Expiration           Present Value
Name                             Date               ($) (2)(3)
- ----------------------        ----------           -------------

Lynn B. Fuller                 01/02/09                $121,200
John K. Schmidt                01/02/09                  80,800
Kenneth J. Erickson            01/02/09                  86,560
Douglas J. Horstmann           01/02/09                  86,560
Paul J. Peckosh                01/02/09                  64,920

     (1)  Options become exercisable in three  equal  portions on
the day  after  the third,  fourth and fifth anniversaries of the
January 2, 1999 date of grant.

     (2)  The  Black Scholes  valuation model  was used to deter-
mine  the  grant date  present  values.   Significant assumptions
include: risk-free interest rate, 6.28%; expected option life, 10
years; expected volatility, 13.04%; expected dividends, 1.94%.

     (3)  The  ultimate  value of  the options will depend on the
future market price  of our  common stock,  which cannot be fore-
cast  with  reasonable  accuracy.  The  actual value, if any,  an
executive may realize  upon the exercise of an option will depend
on the  excess of the  market value of our  common  stock, on the
date  the option  is exercised,  over the  exercise  price of the
option.

     The following table sets forth certain information concern-
ing the  stock options  at December 31, 1999,  held by the named
executive officers.  No stock options were exercised during 1999
by any of the named executive officers.


 AGGREGATED OPTION/SAR EXERCISES IN LAST FISCAL YEAR AND FY-END
                        OPTION/SAR VALUES

(a)                   (b)        (c)                (d)
                                           Number of Securities
                     Shares               Underlying Unexercised
                  Acquired On   Value     Options/SARs at FY-End
                    Exercise   Realized             (#)
Name                  (#)        ($)      Exercisable  Unexercisable
- ------------------  ---------  --------   -----------  -------------

Lynn B. Fuller         ---      $---         40,000      104,000
John K. Schmidt        ---       ---         26,667       69,333
Kenneth J. Erickson    ---       ---         26,667       65,333
Douglas J. Horstmann   ---       ---         26,667       59,333
Paul J. Peckosh        ---       ---         20,000       46,000


(a)                                     (e)
                               Value of Unexercised
                                   In-the-Money
                               Options/SARs at FY-End
                                        ($)
Name                          Exercisable Unexercisable
- --------------------          ----------- -------------
Lynn B. Fuller                 $374,960    $491,920
John K. Schmidt                 249,977     327,943
Kenneth J. Erickson             249,977     327,943
Douglas J. Horstmann            249,977     327,943
Paul J. Peckosh                 187,480     245,960

Change of Control Agreements

     We  have entered into a separate change of control agreement
with  each of the named executive officers and certain  other  of
our  officers.   These agreements provide that if  employment  is
terminated  six months prior to a change in control of  Heartland
Financial USA, Inc. (as defined in the agreements) or within  one
year  thereafter, the terminated officer is to be paid  severance
compensation  equal  to  a  multiple  of  such  officer's   total
compensation  (as  defined  in the agreements)  at  the  time  of
termination.   The  multiple varies for each  officer,  up  to  a
maximum  of  four  times total compensation.   Additionally,  the
agreements  provide  for the continuation of medical  and  dental
benefits  for  up  to  two years after such termination  and  the
payment of expenses for out-placement counseling for a period  of
one year, up to a maximum amount equal to twenty-five percent  of
total  compensation.  Messrs. Fuller, Schmidt  and  Erickson  are
prohibited by their respective agreements from competing with  us
or  our  subsidiaries within a designated geographic area  for  a
period of two years following the termination of employment.

Compensation Committee Report on Executive Compensation

      The incorporation by reference of this proxy statement into
any document filed with the Securities and Exchange Commission by
Heartland Financial USA, Inc. shall not be deemed to include  the
following report unless such report is specifically stated to  be
incorporated by reference into such document.

    Our  compensation program is administered by the compensation
committee.    In  determining  appropriate  levels  of  executive
compensation,  the  committee  has  at its  disposal  independent
reference  information regarding  compensation ranges  and levels
for executive positions in comparable companies.   In determining
compensation to be paid to executive officers, primary considera-
tion is given  to quality  long-term earnings growth accomplished
by  achieving  both  financial  and non-financial  goals such  as
return on equity, earnings per share and asset and deposit growth.
The objectives of this philosophy are to:

       - encourage   a  consistent  and  competitive  return   to
         stockholders;

       - reward bank and individual performances;

       - provide  financial  rewards  for  performance  of  those
         having a significant impact on corporate profitability;

       - provide  competitive compensation in  order  to  attract
         and retain key personnel.

     There  are  three major components of our executive  officer
compensation:  base salary, annual incentive awards and long-term
incentive  awards.   The process utilized  by  the  committee  in
determining  executive officer compensation  levels  for  all  of
these   components  is  based  upon  the  committee's  subjective
judgment and takes into account both qualitative and quantitative
factors.   No specific weights are assigned to such factors  with
respect   to  any  compensation  component.   Among  the  factors
considered  by  the  committee are  the  recommendations  of  the
president  with  respect to the compensation  of  our  other  key
executive  officers.   However, the  committee  makes  the  final
compensation decisions concerning such officers.

     We have adopted the Heartland Financial USA, Inc. 1993 Stock
Option Plan.  The stock option plan is intended to promote equity
ownership  in Heartland Financial USA, Inc. by our directors  and
selected  officers  and employees to increase  their  proprietary
interest in the success of Heartland Financial USA, Inc.  and  to
encourage  them  to  remain in the employ of Heartland  Financial
USA,  Inc. or our subsidiaries.  We have also purchased a  split-
dollar life insurance policy on each of our executive officers.

The compensation of Mr. Fuller, the chief executive officer,
during 1999 was based upon these factors:

       - our compensation program;

       - the individual's performance, substantial experience,
         expertise and length of service with our organization;

       - progress toward our performance objectives;

       - compensation of officers with similar duties and
         responsibilities at comparable organizations.

                          Respectfully,
                    James A. Schmid, Chairman
                          Mark C. Falb
                      Evangeline K. Jansen
                         Robert Woodward


Compensation  Committee Interlocks and Insider  Participation  in
Compensation Decisions

    During the last completed fiscal year, in addition to each of
the  members  of the committee, Messrs. Lynn S. Fuller,  Lynn  B.
Fuller  and  John  K.  Schmidt  also  participated  in  committee
deliberations concerning executive compensation.  However, no one
participated  in any decisions regarding their own  compensation.
Mr.  Lynn  S. Fuller serves as chairman of the board of Heartland
Financial  USA,  Inc. and vice chairman of the board  of  Dubuque
Bank and Trust.  Mr. Lynn B. Fuller serves as president and chief
executive  officer  of Heartland Financial  USA,  Inc.  and  vice
chairman of the board of Dubuque Bank and Trust.  Mr. Schmidt  is
not  a  director  of Heartland Financial USA, Inc.,  but  is  the
executive vice president and chief financial officer of Heartland
Financial USA, Inc. and president and chief executive officer  of
Dubuque  Bank  and  Trust.  All of the  regular  members  of  the
committee also serve as directors of Dubuque Bank and Trust,  the
leading bank subsidiary of Heartland Financial USA, Inc.,  except
for Mr. Miller.

Stockholder Return Performance Presentation

     The  incorporation by reference of this proxy statement into
any document filed with the Securities and Exchange Commission by
Heartland Financial USA, Inc. shall not be deemed to include  the
following  performance graph and related information unless  such
graph  and  related  information is  specifically  stated  to  be
incorporated by reference into such document.

      The  following  graph  shows  a  five-year  comparison   of
cumulative total returns for Heartland Financial USA,  Inc.,  the
NASDAQ  Stock  Market (U.S.) and an index of NASDAQ Bank  stocks.
Our  shares are traded in the over-the-counter market  under  the
symbol  "HTLF" and are eligible for quotation on the OTC Bulletin
Board.   Figures  for  our  common stock  represent  inter-dealer
quotations, without retail markups, markdowns or commissions  and
do  not necessarily represent actual transactions. The graph  was
prepared at our request by Research Data Group,Inc.

        COMPARISON OF FIVE YEAR CUMULATIVE TOTAL RETURN*
           ASSUMES $100 INVESTED ON DECEMBER 31, 1994

         [GRAPH DEPICTING VALUES ON THE FOLLOWING TABLE]

*Total return assumes reinvestment of dividends

               Cumulative Total Return Performance

                                         December 31,
                              ----------------------------------
                              1994 1995  1996   1997  1998  1999

Heartland Financial USA, Inc.  100  120   172    182   264   284

NASDAQ Stock Market (U.S.)     100  141   174    213   300   542

NASDAQ Bank Index              100  149   197    329   327   314


                  TRANSACTIONS WITH MANAGEMENT

     Directors and officers of Heartland Financial USA, Inc.  and
our subsidiaries, and their associates, were customers of and had
transactions  with us and one or more of our subsidiaries  during
1999.   Additional transactions may be expected to take place  in
the   future.   All  outstanding  loans,  commitments  to   loan,
transactions in repurchase agreements and certificates of deposit
and  depository relationships, in the opinion of management, were
made  in  the  ordinary course of business, on substantially  the
same  terms,  including interest rates and collateral,  as  those
prevailing  at  the time for comparable transactions  with  other
persons  and  did  not  involve more  than  the  normal  risk  of
collectibility or present other unfavorable features.



             RELATIONSHIP WITH INDEPENDENT AUDITORS

     Our  board  of directors has appointed KPMG LLP, independent
auditors, to be the auditors for the fiscal year ending  December
31,  2000,  and  recommends  that  the  stockholders  ratify  the
appointment.  KPMG LLP has been our auditors since June, 1994.  A
representative of KPMG LLP is expected to attend the meeting  and
will be available to respond to appropriate questions and to make
a  statement  if  he  or she so desires.  If the  appointment  of
auditors  is  not  ratified, the matter  of  the  appointment  of
auditors will be considered by the board of directors.  The board
of   directors   recommends  that  you  vote  your   shares   FOR
ratification of this appointment.



          STOCKHOLDER PROPOSALS FOR 2001 ANNUAL MEETING

    Any proposals of stockholders intended to be presented at the
2001 annual meeting of stockholders must be received by us on  or
before  December  3,  2000, and must otherwise  comply  with  our
bylaws.


                          OTHER MATTERS

     We  are not aware of any business to come before the meeting
other than those matters described above in this proxy statement.
However,  if  any  other matter should properly come  before  the
meeting, it is intended that holders of the proxies will  act  in
accordance with their best judgment.

     We  will bear the cost of solicitation of proxies.  We  will
reimburse  brokerage  firms and other  custodians,  nominees  and
fiduciaries for reasonable expenses incurred by them  in  sending
proxy materials to the beneficial owners of our common stock.  In
addition to solicitation by mail, directors, officers and regular
employees  of  Heartland Financial USA, Inc. or our  subsidiaries
may  solicit  proxies  personally or by  telegraph  or  telephone
without additional compensation.



                   FAILURE TO INDICATE CHOICE

     If  any stockholder fails to indicate a choice in items  (1)
and  (2) on the proxy card, the shares of such stockholder  shall
be voted FOR in each instance.

                              By order of the Board of Directors

                              /s/ Lynn B. Fuller
                              -----------------------------------
                              Lynn B. Fuller
                              President and
                              Chief Executive Officer

Dubuque, Iowa
April 5, 2000


               ALL STOCKHOLDERS ARE URGED TO SIGN
                 AND MAIL THEIR PROXIES PROMPTLY

<PAGE>

                             [LOGO]
                  Heartland Financial USA, Inc.

                           Proxy Card

    PROXY FOR COMMON SHARES SOLICITED ON BEHALF OF THE BOARD
     OF DIRECTORS FOR THE ANNUAL MEETING OF STOCKHOLDERS OF
    HEARTLAND FINANCIAL USA, INC. TO BE HELD ON MAY 17, 2000

     The undersigned hereby appoints Lynn S. Fuller and James A.
Schmid, or either one of them acting in the absence of the other,
with power of substitution, attorneys and proxies, for and in the
name and place of the undersigned, to vote the number of common
shares that the undersigned would be entitled to vote if then
personally present at the annual meeting of stockholders of
Heartland Financial USA, Inc., to be held at the corporate
headquarters located at 1398 Central Avenue, Dubuque, Iowa, on
the 17th day of May, 2000, at 1:30 p.m., local time, or any
adjournments or postponements thereof, upon the matters set forth
in the Notice of Annual Meeting and Proxy Statement, receipt of
which is hereby acknowledged, as follows:


1.   ELECTION OF DIRECTORS:
     [  ] FOR all                   [  ] WITHHOLD AUTHORITY
     nominees listed                to vote for all nominees
     below (except as               listed below
     marked to the
     contrary below)

(INSTRUCTIONS: TO WITHHOLD AUTHORITY TO VOTE FOR ANY INDIVIDUAL
NOMINEE, STRIKE A LINE THROUGH THE NOMINEE'S NAME IN THE LIST
BELOW.)

Class I (Term Expires 2003):  Lynn B. Fuller and Gregory R. Miller

2.   APPROVE THE APPOINTMENT OF KPMG LLP as Heartland Financial
     USA, Inc.'s independent public accountants for the year
     ending December 31, 2000:

     [ ] FOR             [ ] AGAINST              [ ] ABSTAIN

3.   In accordance with their discretion, upon all other matters
     that may properly come before said meeting and any
     adjournments or postponements thereof.

THIS PROXY WHEN PROPERLY EXECUTED WILL BE VOTED IN THE MANNER
DIRECTED HEREIN BY THE UNDERSIGNED STOCKHOLDER.  IF NO DIRECTION
IS MADE, THIS PROXY WILL BE VOTED FOR THE NOMINEES LISTED UNDER
PROPOSAL 1 AND FOR PROPOSAL 2.


                              Dated:                  , 2000
                                    ------------------

                              Signature(s)
                                          ------------------

                              ------------------------------

NOTE:  PLEASE DATE PROXY AND SIGN IT EXACTLY AS NAME OR NAMES
APPEAR ABOVE.  ALL JOINT OWNERS OF SHARES SHOULD SIGN.  STATE
FULL TITLE WHEN SIGNING AS EXECUTOR, ADMINISTRATOR, TRUSTEE,
GUARDIAN, ETC.  PLEASE RETURN SIGNED PROXY IN THE ENCLOSED
ENVELOPE.



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