content: <?xml version="1.0" encoding="UTF-8"?><edgarSubmission xmlns="http://www.sec.gov/edgar/ownership" xmlns:com="http://www.sec.gov/edgar/common">
    <headerData>
      <submissionType>144</submissionType>
      <filerInfo>
        <filer>
          <filerCredentials>
            <cik>0001791732</cik>
            <ccc>XXXXXXXX</ccc>
          </filerCredentials>
        </filer>
        <liveTestFlag>LIVE</liveTestFlag>
  
  
      </filerInfo>
    </headerData>
    <formData>
      <issuerInfo>
        <issuerCik>0000920112</issuerCik>
        <issuerName>HEARTLAND FINANCIAL USA INC</issuerName>
        <secFileNumber>001-15393</secFileNumber>
        <issuerAddress>
          <com:street1>1800 LARIMER STREET</com:street1>
          <com:street2>SUITE 1800</com:street2>
          <com:city>DENVER</com:city>
          <com:stateOrCountry>CO</com:stateOrCountry>
          <com:zipCode>80202</com:zipCode>
        </issuerAddress>
        <issuerContactPhone>5635892100</issuerContactPhone>
        <nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>Engel Robert B</nameOfPersonForWhoseAccountTheSecuritiesAreToBeSold>
        <relationshipsToIssuer>
          <relationshipToIssuer>Director</relationshipToIssuer>
        </relationshipsToIssuer>
      </issuerInfo>
      <securitiesInformation>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <brokerOrMarketmakerDetails>
          <name>Fidelity Brokerage Services LLC</name>
          <address>
            <com:street1>245 summer street</com:street1>
            <com:city>Boston</com:city>
            <com:stateOrCountry>MA</com:stateOrCountry>
            <com:zipCode>02110</com:zipCode>
          </address>
        </brokerOrMarketmakerDetails>
        <noOfUnitsSold>6000</noOfUnitsSold>
        <aggregateMarketValue>152100.00</aggregateMarketValue>
        <noOfUnitsOutstanding>42790564</noOfUnitsOutstanding>
        <approxSaleDate>06/10/2024</approxSaleDate>
        <securitiesExchangeName>NASDAQ</securitiesExchangeName>
      </securitiesInformation>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>05/15/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>1000</amountOfSecuritiesAcquired>
        <paymentDate>05/15/2023</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>03/13/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>1291</amountOfSecuritiesAcquired>
        <paymentDate>03/13/2023</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>03/10/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>1707</amountOfSecuritiesAcquired>
        <paymentDate>03/10/2023</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>03/09/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>2002</amountOfSecuritiesAcquired>
        <paymentDate>03/09/2023</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>03/03/2023</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>3000</amountOfSecuritiesAcquired>
        <paymentDate>03/03/2023</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>09/02/2022</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>889</amountOfSecuritiesAcquired>
        <paymentDate>09/02/2022</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>08/30/2022</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>111</amountOfSecuritiesAcquired>
        <paymentDate>08/30/2022</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>08/26/2022</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>511</amountOfSecuritiesAcquired>
        <paymentDate>08/26/2022</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>08/23/2022</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>1000</amountOfSecuritiesAcquired>
        <paymentDate>08/23/2022</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <securitiesToBeSold>
        <securitiesClassTitle>Preferred</securitiesClassTitle>
        <acquiredDate>05/12/2021</acquiredDate>
        <natureOfAcquisitionTransaction>Open Market Purchase</natureOfAcquisitionTransaction>
        <nameOfPersonfromWhomAcquired>Heartland Finl USA INC</nameOfPersonfromWhomAcquired>
        <isGiftTransaction>N</isGiftTransaction>
        <amountOfSecuritiesAcquired>489</amountOfSecuritiesAcquired>
        <paymentDate>05/12/2021</paymentDate>
        <natureOfPayment>cash</natureOfPayment>
      </securitiesToBeSold>
      <nothingToReportFlagOnSecuritiesSoldInPast3Months>N</nothingToReportFlagOnSecuritiesSoldInPast3Months>
      <securitiesSoldInPast3Months>
        <sellerDetails>
          <name>Robert Engel</name>
          <address>
            <com:street1>1800 Larimer Street Suite 1800</com:street1>
            <com:city>Denver</com:city>
            <com:stateOrCountry>CO</com:stateOrCountry>
            <com:zipCode>80202</com:zipCode>
          </address>
        </sellerDetails>
        <securitiesClassTitle>Heartland Finl USA Inc</securitiesClassTitle>
        <saleDate>05/09/2024</saleDate>
        <amountOfSecuritiesSold>7600</amountOfSecuritiesSold>
        <grossProceeds>191981.21</grossProceeds>
      </securitiesSoldInPast3Months>
      <noticeSignature>
        <noticeDate>06/10/2024</noticeDate>
        <signature>/s/ Audrey Skillern as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for Robert Engel</signature>
      </noticeSignature>
    </formData>
  </edgarSubmission>
metadata_documents: [{"type": "144", "sequence": "1", "filename": "primary_doc.xml", "secsgml_size_bytes": 8395}]
text: 144
  0001791732
  XXXXXXXX
  LIVE
  0000920112
  HEARTLAND FINANCIAL USA INC
  001-15393
  1800 LARIMER STREET
  SUITE 1800
  DENVER
  CO
  80202
  5635892100
  Engel Robert B
  Director
  Preferred
  Fidelity Brokerage Services LLC
  245 summer street
  Boston
  MA
  02110
  6000
  152100.00
  42790564
  06/10/2024
  NASDAQ
  Preferred
  05/15/2023
  Open Market Purchase
  Heartland Finl USA INC
  N
  1000
  05/15/2023
  cash
  Preferred
  03/13/2023
  Open Market Purchase
  Heartland Finl USA INC
  N
  1291
  03/13/2023
  cash
  Preferred
  03/10/2023
  Open Market Purchase
  Heartland Finl USA INC
  N
  1707
  03/10/2023
  cash
  Preferred
  03/09/2023
  Open Market Purchase
  Heartland Finl USA INC
  N
  2002
  03/09/2023
  cash
  Preferred
  03/03/2023
  Open Market Purchase
  Heartland Finl USA INC
  N
  3000
  03/03/2023
  cash
  Preferred
  09/02/2022
  Open Market Purchase
  Heartland Finl USA INC
  N
  889
  09/02/2022
  cash
  Preferred
  08/30/2022
  Open Market Purchase
  Heartland Finl USA INC
  N
  111
  08/30/2022
  cash
  Preferred
  08/26/2022
  Open Market Purchase
  Heartland Finl USA INC
  N
  511
  08/26/2022
  cash
  Preferred
  08/23/2022
  Open Market Purchase
  Heartland Finl USA INC
  N
  1000
  08/23/2022
  cash
  Preferred
  05/12/2021
  Open Market Purchase
  Heartland Finl USA INC
  N
  489
  05/12/2021
  cash
  N
  Robert Engel
  1800 Larimer Street Suite 1800
  Denver
  CO
  80202
  Heartland Finl USA Inc
  05/09/2024
  7600
  191981.21
  06/10/2024
  /s/ Audrey Skillern as a duly authorized representative of Fidelity Brokerage Services LLC, as attorney-in-fact for Robert Engel