<PAGE>   1

                           FIRST FEDERAL CAPITAL CORP.

                              EMPLOYMENT AGREEMENT

        THIS EMPLOYMENT AGREEMENT is effective as of July 1, 2000 (the
"Commencement Date") between First Federal Capital Corp., its successors and
assigns (hereinafter referred to as the "Company"), having its principal offices
located at 605 State Street, La Crosse, Wisconsin 54602, and Bradford R. Price
(the "Executive").

                                    RECITALS

        WHEREAS, Executive is a key employee, whose extensive background,
knowledge and experience in the financial services industry has substantially
benefited both First Federal Savings Bank LaCrosse-Madison, F.S.B. (the "Bank")
and the Company and whose continued employment by the Company in the capacities
of Executive Vice President and Secretary ("Corporate Position") will benefit
the Company in the future; and

        WHEREAS, Executive possesses an intimate knowledge of the business and
affairs of the Company and the Bank, including their policies, markets and
financial and human resources; and

        WHEREAS, the parties are mutually desirous of entering into this
Agreement setting forth the terms and conditions for the employment relationship
between the Company and Executive.

                                    AGREEMENT

        NOW, THEREFORE, in consideration of the mutual covenants and agreements
set forth below:

        1. Employment. The Company shall employ Executive, and Executive shall
serve the Company, on the terms and conditions set forth in this Agreement.

        2. Term of Employment. The period of Executive's employment under this
Agreement shall coincide in all respects, including with respect to termination
of such employment, with his period of employment by the Bank under the
employment agreement entered into between the Bank and Executive and bearing
even date herewith (the "Bank Agreement"). The term of employment as in effect
from time to time hereunder shall be referred to as the "Employment Term".

        3. Position and Duties. Executive shall serve the Company in his
Corporate Position as Executive Vice President and Secretary. As such, Executive
shall report directly to the President of the Company and shall have supervision
and control over, and responsibility for, corporate recordkeeping of the Company
and shall have such other powers, duties and responsibilities as may be from
time to time prescribed and assigned by the President and the Board, provided
that such duties are consistent with his present duties and position as an
executive officer of the Company. Executive shall devote substantially all his
working time and efforts to the business and affairs of the Company and the
Bank.



<PAGE>   2


        4. Compensation. As compensation for services provided pursuant to this
Agreement, Executive shall receive from the Company the compensation and
benefits set forth below:

                (i) Base Salary. During the Employment Term, Executive shall
        receive a base salary payable by the Bank ("Base Salary") in such amount
        as may from time to time be approved by the Board of Directors of the
        Bank; provided, however, that the Company and Executive agree that (i) a
        portion of the amount received by Executive from the Bank will be
        allocable to time and effort of the Executive spent on behalf of the
        Company pursuant to this Agreement, and (ii) that the Company may
        reimburse the Bank in any such amount as may be jointly determined by
        the Boards of Directors of the Company and Bank to reflect such
        allocable portion. No increase in Base Salary paid by the Bank (or the
        amount thereof reimbursed by the Company) or other compensation granted
        by the Company or Bank shall in any way limit or reduce any other
        obligation of the Company under this Agreement. Executive's Base Salary
        and other compensation shall be paid in accordance with the Bank's
        regular payroll practices, as in effect from time to time.

                (ii) Bonus Payments. In addition to Base Salary, Executive shall
        be entitled, during the Employment Term, to participate in and receive
        payments from all bonus and other incentive compensation plans (as
        currently in effect, as modified from time to time, or as subsequently
        adopted) of the Company; provided, however, that nothing contained
        herein shall grant Executive the right to continue in any bonus or other
        incentive compensation plan following its discontinuance by the Board
        (except to the extent Executive had earned or otherwise accumulated
        vested rights therein prior to such discontinuance).

                (iii) Other Benefits. During the Employment Term, the Company
        shall provide to Executive all other benefits of employment (or, with
        Executive's consent, equivalent benefits) generally made available to
        other executives of the Company. In addition, Executive shall
        participate in any stock purchase, stock option or stock appreciation
        rights, plans, or any other stock-based programs, made available by the
        Company to its executives.

                Executive shall be entitled to vacation, sick time, personal
        days and other perquisites in the same manner and to the same extent as
        such benefits are available under the Bank Agreement; provided that this
        Agreement is intended to allow Executive to utilize the perquisites
        provided pursuant to the Bank Agreement and not to create additional
        perquisites hereunder.

                Nothing contained herein shall be construed as granting
        Executive the right to continue in any benefit plan or program, or to
        receive any other perquisite of employment provided under this paragraph
        4(iii) (except to the extent Executive had previously earned or
        accumulated vested rights therein) following termination or
        discontinuance of such plan, program or perquisite by the Board.


                                       2
<PAGE>   3


        5. Termination. This Agreement shall terminate upon the effective date
of termination of the Bank Agreement.

        Upon termination of this Agreement, simultaneous with termination of the
Bank Agreement, Executive shall be entitled to the receipt of
termination/severance benefits from the Bank as determined under all applicable
provisions of the Bank Agreement ("Severance Benefits"). The Bank shall be
primarily responsible for the payment of Severance Benefits; provided, however,
that the Company may reimburse the Bank for a portion of the cost of Executive's
Severance Benefits in any amount jointly determined by the Boards of Directors
of the Company and Bank to correspond to the allocation of Executive's time and
effort between Bank and Company matters during the 12-month period preceding
termination of the Bank Agreement. Notwithstanding the foregoing, if the
application of Section 6 of the Bank Agreement results in Unpaid Severance as
defined therein, the Company shall be responsible for payment to Executive of
the entire amount of Unpaid Severance and shall also pay to Executive an
additional amount (the "Reimbursement Payment") such that the net amount
retained by Executive after deduction of (i) any tax imposed by Section 4999 of
the Internal Revenue Code (the "Excise Tax") and any interest charges or
penalties in respect to imposition of such Excise Tax (but not any federal,
state or local income tax) on the Total Payments (which for purposes of this
Agreement shall mean the Severance Benefits plus any Unpaid Severance, together
with any other payments and/or the value of any benefits provided by the Bank or
Company, including but not limited to any amount or value attributable to the
vesting of stock options upon Executive's termination and to which said Excise
Tax applies by reason of Section 280G of the Code), and (ii) any federal, state
and local income tax and Excise Tax upon the payment pursuant to Section 5(i)
above, so that the total received by Executive after deduction of said Excise
Taxes shall be equal to the Total Payments. For purposes of determining the
amount of Reimbursement Payment, Executive shall be deemed to pay federal income
taxes at the highest marginal rate of federal income taxation in the calendar
year in which the Reimbursement Payment is to be made and state and local income
taxes at the highest marginal rate of taxation in the state and locality of
Executive's domicile for income tax purposes on the date the Reimbursement
Payment is made, net of the maximum reduction of federal income taxes that could
be obtained from deduction of such state and local taxes.

        6. General Provisions.

                (i) Successors; Binding Agreement.

                (A)     The Company will require any successor (whether direct
                        or indirect, by purchase, merger, consolidation or
                        otherwise) to all or substantially all of the business
                        and/or assets of the Company ("successor organization")
                        to expressly assume and agree to perform this Agreement
                        in the same manner and to the same extent that the
                        Company would have been required to perform if no such
                        succession had taken place. If such succession is the
                        result of a "change in control" as defined in the Bank
                        Agreement, such assumption shall specifically preserve
                        to Executive, for the greater of twelve (12) months or
                        the then remaining term under the Bank Agreement, all
                        rights and remedies (recognizing them as being available
                        and applicable as the result of the "change in control"


                                       3
<PAGE>   4

                        effectuating said succession) provided under this
                        Agreement which would arise in connection with a "change
                        in control" or the effect thereof.

                                As used in this Agreement "Company" shall mean
                        the Company as hereinbefore defined and any successor to
                        its business and/or assets as aforesaid which executes
                        and delivers the agreement provided for in this Section
                        6 or which otherwise becomes bound by the terms and
                        provisions of this Agreement by operation of this
                        Agreement or law. Failure of the Company to obtain such
                        agreement prior to the effectiveness of any such
                        succession shall be a breach of this Agreement and shall
                        entitle Executive as his exclusive remedy to
                        compensation from the Company in the same amount and on
                        the same terms as he would be entitled to the same
                        pursuant to Section 5 of this Agreement. For purposes of
                        implementing the foregoing, the date on which any such
                        succession becomes effective shall be deemed the
                        Termination Date.

                (B)     No right or interest to or in any payments or benefits
                        under this Agreement shall be assignable or transferable
                        in any respect by the Executive, nor shall any such
                        payment, right or interest be subject to seizure,
                        attachment or creditor's process for payment of any
                        debts, judgments, or obligations of Executive; provided,
                        however, that in the event of Executive's death prior to
                        the receipt of payments or benefits payable hereunder,
                        the Executive's spouse or estate shall be entitled to
                        the receipt thereof.

                (C)     This Agreement shall be binding upon, inure to the
                        benefit of, and be enforceable by Executive and his
                        heirs, beneficiaries and personal representatives and
                        the Company and any successor organization.

                (ii) Noncompetition. Executive acknowledges that the development
        of personal contacts and relationships is an essential element of the
        Company's business, that the Company has invested considerable time and
        money in his development of such contacts and relationships, that the
        Company could suffer irreparable harm if he were to leave employment and
        solicit the business of customers of the Company or Bank, and that it is
        reasonable to protect the Company and Bank against competitive
        activities by Executive. Executive covenants and agrees, in recognition
        of the foregoing and in consideration of the mutual promises contained
        herein, that in the event of a voluntary termination of employment by
        Executive pursuant to Section 5(iii) of the Bank Agreement, or upon
        expiration of the Bank Agreement as a result of Executive's election not
        to continue automatic annual renewals, Executive shall not accept
        employment in LaCrosse, Dane or St. Croix counties with any Significant
        Competitor of the Company or Bank for a period of eighteen (18) months
        following such termination. For purposes of this Agreement, the term
        Significant Competitor means any financial institution including, but
        not limited to, any commercial bank, savings bank, savings and loan
        association, credit union, mortgage banking corporation, or holding
        company for any of the foregoing, which at the time of termination of
        Executive's employment, or during the period of this covenant not to
        compete, (i) maintains a home, branch or other office in any of said
        counties, or (ii) has originated with any of said counties $10,000,000
        or more in residential mortgage loans


                                       4
<PAGE>   5


        during any consecutive twelve (12) month period within the thirty-six
        (36) months prior to Executive's termination and inclusive of the period
        covered by this covenant.

                Executive agrees that the non-competition provisions set forth
        herein are necessary for the protection of the Company and the Bank and
        are reasonably limited as to (i) the scope of activities affected, (ii)
        their duration and geographic scope, and (iii) their effect on Executive
        and the public. In the event Executive violates the non-competition
        provisions set forth herein, the Company shall be entitled, in addition
        to its other legal remedies, to enjoin the employment of Executive with
        any Significant Competitor for the period set forth herein. If Executive
        violates this covenant and the Company brings legal action for
        injunctive or other relief, the Company shall not, as a result of the
        time involved in obtaining such relief, be deprived of the benefit of
        the full period of the restrictive covenant. Accordingly, the covenant
        shall be deemed to have the duration specified herein, computed from the
        date such relief is granted, but reduced by any period between
        commencement of the period and the date of the first violation. In
        addition to such other relief as may be awarded, if the Company is the
        prevailing party it shall be entitled to reimbursement for all
        reasonable costs, including attorneys' fees, incurred in enforcing its
        rights hereunder.

                (iii) Notice. For purposes of this Agreement, notices and all
        other communications provided for in the Agreement shall be in writing
        and shall be deemed to have been duly given when delivered or mailed by
        the Company, United States registered mail, return receipt requested,
        postage prepaid, addressed as follows:

                If to the Company:

                        First Federal Capital Corp.
                        605 State Street
                        La Crosse, Wisconsin
                        Attention: Secretary

                If to the Executive, at the address set forth below the
        Executive's signature line of this Agreement. Either party may furnish
        to the other in writing in accordance herewith, a notice of change of
        address which shall become effective only upon receipt by the other
        party.

                (iv) Expenses. If any legal proceeding is necessary to enforce
        or interpret the terms of this Agreement or to recover damages for
        breach of it, the prevailing party shall be entitled to recover from the
        other party reasonable attorneys' fees and necessary costs and
        disbursements incurred in such litigation, in addition to any other
        relief to which such prevailing party is entitled.

                Notwithstanding the foregoing, in the event of a legal
        proceeding to enforce or interpret the terms of this Agreement following
        a change in control, Executive shall be entitled to recover from the
        Bank, regardless of the outcome of said action, necessary




                                       5
<PAGE>   6



         costs and disbursements incurred together with actual attorney's fees
         up to the greater of (A) $25,000, or (B) thirty percent (30%) of the
         amount in dispute between the parties [which amount, for purposes of
         this Agreement, shall be deemed to be the difference between the
         highest written settlement offer (exclusive of any claim for
         consequential, punitive, or other forms or amounts of damages not based
         on specific contract terms) from Executive]. Recovery by Executive of
         attorney's fees and costs as provided herein following a change in
         control shall be in addition to any other relief to which Executive may
         be entitled.

                (v) Withholding. The Company shall be entitled to withhold from
        amounts to be paid to Executive under this Agreement any federal, state,
        or local withholding or other taxes of charges which it is from time to
        time required to withhold. The Company shall be entitled to rely on an
        opinion of counsel if any question as to the amount or requirement of
        any such withholding shall arise.

                (vi) Miscellaneous. No provision of this Agreement may be
        amended, waived or discharged unless such amendment, waiver or discharge
        is agreed to in writing and signed by Executive and such Company officer
        as may be specifically designated by the Board. No waiver by either
        party hereto at any time of any breach by the other party hereto of (or
        compliance with) any condition or provision of this Agreement to be
        performed by such other party shall be deemed a waiver of similar or
        dissimilar provisions or conditions at the same or at any prior or
        subsequent time. No agreements or representations, oral or otherwise,
        express or implied, with respect to the subject matter hereof have been
        made by either party which are not expressly set forth in this
        Agreement; provided, however, that the parties acknowledge the Bank
        Agreement is a separate employment agreement between Executive and the
        Bank and that nothing contained herein is intended to supercede or
        extinguish any of the rights or obligations created therein. The
        validity, interpretation, construction and performance of this Agreement
        shall be governed by the laws of the State of Wisconsin.

                (vii) Validity. The invalidity or unenforceability of any
        provision of this Agreement shall not affect the validity or
        enforceability of any other provision of this Agreement, which shall
        remain in full force and effect.

                (viii) Counterparts. This Agreement may be executed in several
        counterparts, each of which together will constitute one and the same
        instrument.

                (ix) Headings. Headings contained in this Agreement are for
        reference only and shall not affect the meaning or interpretation of any
        provision of this Agreement.




                                       6
<PAGE>   7


                (x) Effective Date. The effective date of this Agreement shall
        be the date indicated in the first section of this Agreement,
        notwithstanding that the actual date of execution by any party may
        differ therefrom.

        IN WITNESS WHEREOF, the undersigned have duly executed this Agreement as
of this 1st day of July, 2000.

First Federal Capital Corp.                 Executive:

By:
   ---------------------------------        ------------------------------------

Title:                                      Title:
      ------------------------------              ------------------------------

Witness                                     Address:

By:
   ---------------------------------        ------------------------------------

Title:
      ------------------------------        ------------------------------------




                                       7
<PAGE>   8

                              EMPLOYMENT AGREEMENT
                       (As Amended Effective July 1,2000)


        THIS EMPLOYMENT AGREEMENT is made effective as of this 1st day of July,
2000, by and between First Federal Savings Bank, LaCrosse-Madison, a
federally-chartered savings bank (the "Bank"), and Bradford R. Price (the
"Executive").

        WHEREAS, Executive has been employed by the Bank for a number of years,
and currently serves as its Executive Vice President, Secretary, and Residential
Lending Division Manager ("Corporate Position"); and

        WHEREAS, Executive possesses an intimate knowledge of the business and
affairs of the Bank, including its policies, markets and financial and human
resources; and

        WHEREAS, the Board of Directors of the Bank (the "Board"), recognizes
that Executive's contribution to the growth and success of the Bank has been
substantial and desires to assure the Bank of Executive's continued employment
in an executive capacity and to compensate him therefore; and

        WHEREAS, Executive is desirous of committing himself to serve the Bank
on the terms provided in this Agreement.

        NOW, THEREFORE, in consideration of the mutual covenants and agreements
herein set forth, the Bank and Executive agree as follows:

        1. Employment. Bank shall continue to employ Executive and Executive
shall continue to serve Bank under the terms and conditions of this Agreement
(which terms and conditions are intended to amend and supercede the amended
agreement of July 1, 1994 as previously in effect between the parties), for the
period stated in paragraph 2 below.

        2. Term of Employment. The period of Executive's employment under this
Agreement shall commence on the date set forth above ("Commencement Date") and
shall expire on the third annual anniversary of said Commencement Date, unless
sooner terminated as provided herein. Effective as of any annual anniversary of
the Commencement Date during the term of this Agreement, the term of employment
hereunder may be extended by the action of the Bank's Board of Directors to add
one additional year to the then remaining term of employment hereunder so that
said term is annually restored to a full three-year term. The Board of Directors
or the Executive shall each provide the other with at least forty-five (45)
days' advance written notice of any decision on their respective parts not to
extend the Agreement on the anniversary date. The term of employment under this

<PAGE>   9


Agreement, as in effect from time to time, shall be referred to as the
"Employment Term."

        3. Position and Duties. Subject to Section 5(iv)(B), the Executive shall
serve in his Corporate Position, reporting to the President, and shall have
supervision and control over, and responsibility for, residential lending
activities of the Bank, corporate recordkeeping and shall have such other powers
and duties as may from time to time be prescribed by the President, provided
that such duties are consistent with his present duties and with the Executive's
position as an executive officer of the Bank. The Executive shall devote
substantially all his working time and efforts to the business and affairs of
the Bank and of First Federal Capital Corporation (the "Company").

        4. Compensation. As compensation for the services to be provided
pursuant to this Agreement, Executive shall receive from Bank the compensation
and other benefits set forth below:

                (i) Base Salary. During the Employment Term the Executive shall
receive a base salary ("Base Salary") in such amount as may from time to time be
approved by the Board. The Base Salary shall at no time be less than the annual
base salary payable to the Executive on the date of this Agreement; provided,
however, that the Bank may receive reimbursement of some or all of such amount
from the Company as agreed between the Boards of Directors of the Bank and
Company, to appropriately reflect the allocation of Executive's time and efforts
between each. Any increase in Base Salary or other compensation granted by the
Board of Directors of the Bank shall in no way limit or reduce any other
obligation of the Bank under this Agreement and, once established at an
increased specified rate, Executive's Base Salary under this Agreement shall not
thereafter be reduced. Executive's Base Salary and other compensation shall be
paid in accordance with the Bank's regular payroll practices, as from time to
time in effect.

                (ii) Bonus Payments. In addition to Base Salary, Executive shall
be entitled during the Employment Term to receive such bonus payments as the
Board may determine in accordance with the Bank's Management Incentive Plan (the
"Incentive Plan") in effect on the date of this Agreement or as the same may be
amended or modified from time to time for the Bank's executive officers.

                (iii) Other Benefits. During the Employment Term the Bank shall
provide to Executive all other benefits of employment generally made available
to the Bank's executive officers as in effect with other plans or arrangements
providing Executive with at least equivalent benefits thereunder. Executive
shall be entitled to participate in or receive benefits under any group health
and life insurance plan, pension plan, stock purchase,


                                      -2-
<PAGE>   10


incentive savings, stock option, restricted stock, stock appreciation rights and
any other similar plans or arrangements presently or hereafter made available by
the Bank to its executive officers (collectively the "Benefit Plans"), subject
to and on a basis consistent with the terms, conditions and overall
administration of such Benefit Plans. Executive shall be entitled to vacations
and perquisites in accordance with the Bank's policies as in effect from time to
time for its executive officers.

        5. Termination. This Agreement may be terminated, subject to payment of
the compensation and other benefits described below, upon the occurrence of any
of the events described below. In case of such termination, the date on which
Executive ceases to be employed under this Agreement, after giving effect to any
prior notice requirement set forth below, is referred to as the "Termination
Date."

                (i) Death; Disability; Retirement. This Agreement shall
terminate upon the death, disability or retirement of Executive. As used in this
Agreement, the term "disability" shall mean Executive's inability, as a result
of physical or mental incapacity, to substantially perform his duties with the
Bank for a period of 180 consecutive days. Any question as to the existence of
Executive's disability upon which the Executive and the Bank cannot agree shall
be determined by a qualified independent physician mutually agreeable to
Executive and the Bank or, if the parties are unable to agree upon a physician
within ten (10) days after notice from either to the other suggesting a
physician, by a physician designated by the then president of the medical
society for the county in which Executive maintains his principal residence,
upon the request of either party. The costs of any such medical examination
shall be borne by the Bank. If Executive is terminated due to disability he
shall be paid 100% of his Base Salary at the rate in effect at the time notice
of termination is given for the remainder of the Employment Term, payable in
substantially equal monthly installments less, in each case, any disability
payments otherwise payable under plans provided by the Bank for disability or
any governmental social security or workers compensation program, and actually
paid to Executive in substantially equal monthly installments.

                As used in this Agreement, the term "retirement" shall mean
Executive's retirement in accordance with and pursuant to any retirement plan of
the Bank generally applicable to its executive officers or in accordance with
any retirement arrangement established with Executive's consent with respect to
Executive.

                If termination occurs for such reason, no additional
compensation shall be payable to the Executive under this


                                      -3-
<PAGE>   11


Agreement except as specifically provided in this Agreement. Notwithstanding
anything to the contrary contained in this Agreement, the Executive shall
receive all compensation and other benefits to which he was entitled under
Section 4 through the Termination Date and, in addition, shall receive all other
benefits available to him under the Bank's Benefit Plans as in effect on the
date of death, disability or retirement.

                (ii) Cause. The Bank may terminate the Executive's employment
under this Agreement for Cause at any time, and thereafter the Bank's
obligations under this Agreement shall cease and terminate. Notwithstanding
anything to the contrary contained in this Agreement, Executive shall receive
all compensation and other benefits to which he was entitled under Section 4
through the Termination Date and, in addition, shall receive all benefits
available to him under the Bank's Benefit Plans as in effect on the Termination
Date. For purposes of this Agreement, "Cause" shall mean (A) the willful and
continued failure by Executive to substantially perform his duties with the Bank
(other than failure resulting from the Executive's incapacity due to physical or
mental illness) after a written demand for substantial performance is delivered
to Executive by the Board, which demand specifically identifies the manner in
which the Board believes Executive has not substantially performed his duties,
(B) any willful act of misconduct by Executive which is materially injurious to
the Bank, monetarily or otherwise, (C) a criminal conviction of Executive for
any act involving dishonesty, breach of trust or a violation of the banking or
savings and loan laws of the State of Wisconsin or the United States, (D) a
criminal conviction of the Executive for the commission of any felony, (E) a
willful breach of fiduciary duty involving personal profit, (F) a willful
violation of any law, rule or regulation or final cease and desist order where
such violations materially, adversely, affect the Bank, (G) incompetence,
personal dishonesty or material breach of any provision of this Agreement which
would have a material adverse impact on the Bank. For purposes of this
Subsection 5(ii), no act, or failure to act, on the Executive's part shall be
deemed "willful" unless done, or omitted to be done, by the Executive not in
good faith and without reasonable belief that the action or omission was in the
best interest of the Bank.

                (iii) Voluntary Termination by Executive. Executive may
voluntarily terminate his employment under this Agreement at any time by giving
at least forty-five (45) days prior written notice to the Bank. In such event,
Executive shall receive all compensation and other benefits to which he was
entitled under Section 4 through the Termination Date and, in addition, shall
receive all other benefits available to him under the Bank's Benefit Plans as in
effect on the Termination Date.


                                      -4-
<PAGE>   12

                (iv) Termination by Executive After Change in Control. For
purposes of this Agreement, a "change in control" shall mean a change in control
with respect to the Bank or its parent holding company of a nature that would be
required to be reported in response to Item 6(e) of Schedule 14A of Regulation
14A promulgated under the Securities Exchange Act of 1934, as amended ("Exchange
Act") or any successor thereto; provided that, without limitation, such a change
in control shall be deemed to have occurred if (i) any "person" (as such term is
used in Sections 13(d) and 14(d) of the Exchange Act) is or becomes the
"beneficial owner" (as defined in Rule 13d-3 under the Exchange Act), directly
or indirectly, of securities representing 25% or more of the combined voting
power of the Bank or holding company's then outstanding securities; or (ii)
during any period of two consecutive years, individuals who at the beginning of
such period constitute the Board of Directors of the Bank or company cease for
any reason to constitute at least a majority thereof unless the election, or the
nomination for election by stockholders, of each new director was approved by a
vote of at least two-thirds of the directors then still in office who were
directors at the beginning of the period. The Executive may terminate his
employment under this Agreement by giving at least ninety (90) days prior
written notice to the Bank at anytime (1) within eighteen (18) months of the
effective date of a "change in control", or (2) after the occurrence, at any
time subsequent to a "change in control," of any of the following events,
without Executive's express written consent:

                        (A) Executive is assigned to any positions, duties or
responsibilities that are less significant than his positions, duties and
responsibilities as of the time immediately prior to any change in control;

                        (B) Executive is removed from or the Board fails to
re-elect Executive to any of his Corporate Position, except (1) in connection
with termination of Executive's employment for cause, disability or retirement,
or (2) in connection with any change in control after which the Bank is not the
continuing or surviving corporation, if the successor organization has executed
an agreement as required by Section 8(i)(A) and the removal or failure to
re-elect is limited to his Corporate Position with the Bank;

                        (C) Executive's Base Salary is materially reduced or the
Executive experiences in any year a material reduction of the ratio of his bonus
payment to his Base Salary which is greater than the average reduction in the
ratio of bonus payments to base salaries in such year experienced by all other
executive officers of the Bank or any other material failure by the Bank to
comply with Section 4;

                        (D) Executive is transferred to a location not within a
25 mile radius of the City of LaCrosse, Wisconsin; or


                                      -5-
<PAGE>   13


                        (E) The Bank fails to obtain an agreement from any
successor organization as required by Section 8(i)(A).

                (v) Suspension or Termination Required by the OTS

                        (A) If Executive is suspended and/or temporarily
prohibited from participating in the conduct of the Bank's affairs by a notice
served under section 8(e)(3), or section 8(g)(1) of the Federal Deposit
Insurance Act (12 U.S.C. Section 1818(e)(3) and (g)(1), the Bank's obligations
under the Agreement shall be suspended as of the date of service of the notice
unless stayed by appropriate proceedings. If the charges in the notice are
dismissed, Bank shall (1) pay Executive all of the compensation withheld while
its obligations under this Agreement were suspended and (2) reinstate any of its
obligations which were suspended.

                        (B) If Executive is removed and/or permanently
prohibited from participating in the conduct of the Bank's affairs by an order
issued under section 8(e)(4) or section 8(g)(1) of the Federal Deposit Insurance
Act (12 U.S.C. Section 1818(e)(4) or (g)(1) obligations of the Bank under the
Agreement shall terminate as of the effective date of the order, but vested
rights of the Executive to compensation and to any benefits under the Bank's
Pension Plan shall not be affected.

                        (C) If the Bank is in default as defined in section
3(x)(1) of the Federal Deposit Insurance Act, (12 U.S.C. 1813 (x)(1))all
obligations under the Agreement shall terminate as of the date of default,
except that this paragraph shall not affect any vested rights of the Executive
under any qualified retirement plan nor, in the event the Executive terminates
prior to the date of such default, the Executive's vested rights to continue to
receive severance payments and benefits pursuant to section 5(vi) of this
Agreement.

                        (D) All obligations under the Agreement shall be
terminated, except to the extent determined that continuation of the contract is
necessary for the continued operation of the Bank, (i) by the OTS, at the time
the FDIC or Resolution Trust Corporation ("RTC") enters into an agreement to
provide assistance to or on behalf of the Bank under the authority contained in
section 13(c) of the Federal Deposit Insurance Act; or (ii) by the OTS at the
time it approves a supervisory merger to resolve problems related to operation
of the Bank or when the Bank is determined by the OTS to be in an unsafe or
unsound condition. Any rights of the parties that have already vested, however,
shall not be affected by such action, and the Executive shall receive the
compensation and benefits set forth in section 5(vi) of this Agreement.


                                      -6-
<PAGE>   14


                        (E) In the event that 12 C.F.R. Section 563.39, or any
successor regulation, is repealed, this section 5(v) shall cease to be effective
on the effective date of such repeal. In the event that 12 C.F.R. Section
563.39, or any successor regulation, is amended or modified, this Agreement
shall be revised to reflect the amended or modified provisions if: (1) the
amended or modified provision is required to be included in this Agreement; or
(2) if not so required, the Executive requests that the Agreement be so revised.

                (vi) Termination by the Bank Other Than Due to Death,
Disability, Retirement or For Cause; Termination of Executive. If this Agreement
is terminated by the Bank for any reason other than death, disability,
retirement or for cause as set forth in Section 5(i) or (ii), or is terminated
by the Executive pursuant to Section 5(iv), then, following the Date of
Termination:

                        (A) In lieu of any further salary payments to the
Executive for a period subsequent to the Termination Date, the Executive shall
receive severance pay in the form of payments continuing for the remaining
unexpired portion of the Employment Term, fully restored as of the Termination
Date, at the times provided in Section 4(i) and 4 (ii) ("Severance Payments")
and based on his highest rate of Base Salary within the 3 years preceding his
Termination Date and his total cash bonus paid in his most recently completed
calendar year of employment. In the event of a termination as a result of a
change in control, the Executive may elect to receive the Severance Payments
calculated above in one lump-sum, subject to any applicable limitations set
forth in Section 6 below; provided that the amount of Severance Payment in
connection with a change in control shall be at least equal to the particular
Executive's annual compensation as of the Termination Date.

                        (B) In addition to the retirement benefits to which the
Executive is entitled under the Bank's Group Pension Plan, 401(k) Plan, and
ESOP, as amended from time to time (the "Retirement Plans"), the Executive shall
receive additional severance retirement benefits payable under this Agreement,
which benefits (except as provided below) shall be determined in accordance
with, and payable in the form and at the times provided in, the respective
Retirement Plans. Such benefits shall be determined as if the Executive were
fully vested under each Retirement Plan and had accumulated (after any
termination under this Agreement) the additional years of credited service
and/or allocations and Employer contributions under each of said Plans that he
would have received had he continued in the employment of the Bank for the
entire Employment Term at the levels of Base Salary and cash bonus used to
calculate the Severance Payments pursuant to subsection 5(vi)(A) above.


                                      -7-
<PAGE>   15

                        (C) In addition to all other amounts payable under this
section 5, Executive shall be entitled to coverage under any group health, life,
dental, or other group insurance plans (as well as under any individual life
coverages provided by the Bank on Executive's behalf) for the remainder of the
Employment Term upon his continued payment of any required employee contribution
at the rate in effect as of his Termination Date and to receipt of all benefits
otherwise payable to Executive under (i) any tax qualified Bank plan or
agreement relating to pension or retirement benefits, and (ii) any other Bank
plan or agreement, regardless of tax status, established to provide deferred
compensation, retirement, or other benefits for the Executive.

                        (D) If Executive is under fifty-five (55) years of age
on the Termination Date, Executive shall take reasonable steps to obtain
employment and thereby mitigate the amount of compensation and benefits due
under Section 5(vi); provided, however, that Executive shall not be required to
accept a position other than one within a 25 mile radius of the City of
LaCrosse, Wisconsin. If the Executive is fifty-five (55) years of age or older
on the Termination Date or if Executive determines upon the advice of a
qualified independent physician that he is physically or medically unable to
substantially perform duties with another employer comparable to those performed
by him with the Bank, the Executive shall have no obligation to seek other
employment. Notwithstanding the foregoing, and regardless of age, during any
portion of the Employment term remaining after the Termination Date, if the
Executive becomes employed on a full-time basis by another employer, then to the
extent the Executive shall receive compensation, benefits or service credit from
such other employer, the aggregate amount of all compensation to be paid and
benefits and service credit to be provided by the Bank under this Agreement
shall be correspondingly reduced.

                        (E) The requirement for mitigation, as set forth in
Section 5 (vi)(D) above, shall not apply with respect to any termination under
Section 5(iv) subsequent to a change in control.

        6. Limitations on Termination Compensation.

                (i) In the event that the severance benefits payable to the
Executive under Subsection 5(vi) ("Severance Benefits"), or any other payments
or benefits received or to be received by the Executive from the Bank (whether
payable pursuant to the terms of this Agreement, any other plan, agreement or
arrangement with the Bank or any corporation ("Affiliate") affiliated with the
Bank within the meaning of Section 1504 of the Internal Revenue Code of 1954, as
amended (the "Code"), in the opinion of tax counsel selected by the Bank's
independent auditors and acceptable to the Executive, constitute "parachute
payments" within the meaning of Section 280G(b)(2) of the Code, and the present
value of such


                                      -8-
<PAGE>   16


"parachute payments" equals or exceeds three (3) times the average of the annual
compensation payable to the Executive by the Bank (or an Affiliate) and
includible in the Executive's gross income for federal income tax purposes for
the five (5) calendar years preceding the year in which a change in ownership or
control of the Bank occurred ("Base Amount"), such severance benefits shall be
reduced to an amount the present value of which (when combined with the present
value of any other payments or benefits otherwise received or to be received by
the Executive from the Bank (or an Affiliate) that are deemed "parachute
payments") is equal to 2.99 times the Base Amount, notwithstanding any other
provision to the contrary in this Agreement. The Severance Benefits shall not be
reduced if in the opinion of tax counsel, the Severance Benefits (in their full
amount) plus all other payments or benefits which constitute "parachute
payments" within the meaning of Section 280G(b)(2) of the code are reasonable
compensation for services actually rendered, within the meaning of Section
280G(b)(4) of the code, and such payments are deductible by the Bank. The Base
Amount shall include every type and form of compensation includible in the
Executive's gross income in respect of his employment by the Bank (or an
Affiliate), except to the extent otherwise provided in temporary or final
regulations promulgated under Section 280G(b) of the Code. For purposes of this
Section 6, a "change in ownership or control" shall have the meaning set forth
in Section 280G(b) of the code and any temporary or final regulations
promulgated thereunder. The present value of any non-cash benefit or any
deferred cash payment shall be determined by the Bank's independent auditors in
accordance with the principles of Sections 280G(b)(3) and (4) of the Code, with
the value of any amount by which the Severance Benefits payable under this
Agreement are reduced pursuant to this Section 6 and/or the value of any other
amount not paid by the Bank, the Company, or any plan maintained by either
(regardless of its source) being referred to collectively herein as the Unpaid
Severance.

                (ii) Executive shall have the right to request that the Bank
obtain a ruling from the Internal Revenue Service ("Service") as to whether any
or all payments or benefits determined by such tax counsel are, in the view of
the Service, "parachute payments" under Section 280G. If a ruling is sought
pursuant to the Executive's request, no severance benefits payable under this
Agreement shall be made to the Executive until after fifteen (15) days from the
date of such ruling. For purposes of this Subsection 6(ii), the Executive and
the Bank agree to be bound by the Service's ruling as to whether payments
constitute "parachute payments" under Section 280G. If the service declines, for
any reason, to provide the ruling requested, the tax counsel's opinion provided
under Subsection 6(i) with respect to what payments or benefits constitute
"parachute payments" shall control, and the period during which the Severance
Benefits may be deferred shall be extended to a


                                      -9-
<PAGE>   17

date fifteen (15) days from the date of the Service's notice indicating that no
ruling would be forthcoming.

                (iii) In the event that Section 280G, or any successor statute,
is repealed, this Section 6 shall cease to be effective on the effective date of
such repeal. The parties to this Agreement recognize that final regulations
under Section 280G of the Code may affect the amounts that may be paid under
this Agreement and agree that, upon issuance of such final regulations this
Agreement may be modified as in good faith deemed necessary in light of the
provisions of such regulations to achieve the purposes of this Agreement, and
that consent to such modifications shall not be unreasonably withheld.

        7. Noncompetition After Voluntary Termination And Duty of
Confidentiality.

                (a) Noncompetition. Executive acknowledges that the development
of personal contacts and relationships is an essential element of the Bank's
business, that the Bank has invested considerable time and money in his
development of such contacts and relationships, that the Bank could suffer
irreparable harm if he were to leave employment and solicit the business of
Bank's customers, and that it is reasonable to protect the Bank against
competitive activities by Executive. Executive covenants and agrees, in
recognition of the foregoing and in consideration of the mutual promises
contained herein, that in the event of a voluntary termination of employment by
Executive pursuant to Section 5(iii), or upon expiration of this Agreement as a
result of Executive's election not to continue automatic annual renewals,
Executive shall not accept employment in La Crosse, Dane or St. Croix counties
with any Significant Competitor of the Bank for a period of eighteen (18) months
following such termination. For purposes of this Agreement, the term Significant
Competitor means any financial institution including, but not limited to, any
commercial bank, savings bank, savings and loan association, credit union, or
mortgage banking corporation which, at the time of termination of Executive's
employment or during the period of this covenant not to compete, (i) maintains a
home, branch or other office in any of said counties, or (ii) has originated
within any of said counties $10,000,000 or more in residential mortgage loans
during any consecutive twelve (12) month period within the thirty-six (36)
months prior to Executive's termination and inclusive of the period covered by
this covenant.

                Executive agrees that the non-competition provisions set forth
herein are necessary for the protection of the Bank and are reasonably limited
as to (i) the scope of activities affected, (ii) their duration and geographic
scope, and (iii) their effect on Executive and the public. In the event
Executive violates the non-competition provisions set forth herein, Bank shall
be


                                      -10-
<PAGE>   18


entitled, in addition to its other legal remedies, to enjoin the employment of
Executive with any Significant Competitor for the period set forth herein. If
Executive violates this covenant and the Bank brings legal action for injunctive
or other relief, the Bank shall not, as a result of the time involved in
obtaining such relief, be deprived of the benefit of the full period of the
restrictive covenant. Accordingly, the covenant shall be deemed to have the
duration specified herein, computed from the date such relief is granted, but
reduced by any period between commencement of the period and the date of the
first violation. In addition to such other relief as may be awarded, if the Bank
is the prevailing party it shall be entitled to reimbursement for all reasonable
costs, including attorneys' fees, incurred in enforcing its rights hereunder.

                (b) Duty of Confidentiality. Executive acknowledges that he
will, as the result of services performed on behalf of the Bank, obtain or
otherwise become aware of confidential and/or proprietary information regarding
the Bank's affairs, including, but not limited to, information relative to (i)
customers, customer accounts and customer lists, (ii) marketing, (iii) customer
development strategies, (iv) financial and economic plans and projections, and
(v) other similar information. Executive agrees that following termination of
his employment for any reason, he will treat all such matters as confidential
and will refrain both from divulging such information in any manner and from the
use of such information for his benefit or for the benefit of any employer
(regardless of whether such employer would constitute a Significant Competitor
under this Agreement) or third-party.

        8. General Provisions.

                (i) Successors; Binding Agreement.

                        (A) The Bank will require any successor (whether direct
or indirect, by purchase, merger, consolidation or otherwise) to all or
substantially all of the business and/or assets of the Bank ("successor
organization") to expressly assume and agree to perform this Agreement in the
same manner and to the same extent that the Bank would be required to perform it
if no such succession had taken place. As used in this Agreement, "Bank" shall
mean the Bank as hereinbefore defined and any successor to its business and/or
assets as aforesaid which executes and delivers the agreement provided for in
this Section 8 or which otherwise becomes bound by the terms and provisions of
this Agreement by operation of this Agreement or law. Failure of the Bank to
obtain such agreement prior to the effectiveness of any such succession shall be
a breach of this Agreement and shall entitle the Executive as his exclusive
remedy to compensation from the Bank in the same amount and on the same terms as
he would be entitled to under this agreement if he terminated his


                                      -11-
<PAGE>   19


employment under Section 5(iv). For purposes of implementing the foregoing, the
date on which any such succession becomes effective shall be deemed the
Termination Date.

                        (B) No right or interest to or in any payments or
benefits under this Agreement shall be assignable or transferable in any respect
by the Executive, nor shall any such payment, right or interest be subject to
seizure, attachment or creditor's process for payment of any debts, judgments,
or obligations of the Executive.

                        (C) This Agreement shall be binding upon and inure to
the benefit of and be enforceable by the Executive and his heirs, beneficiaries
and personal representatives and the Bank and any successor organization.

                (ii) Notice. For the purpose of this Agreement, notices and all
other communications provided for in the Agreement shall be in writing and shall
be deemed to have been duly given when delivered or mailed by United States
registered mail, return receipt requested, postage prepaid, addressed as
follows:

                If to the Bank:

                605 State Street
                LaCrosse, WI 54601
                Attn:    Chief Executive Officer

or if to Executive at the address set forth below the Executive's signature line
of this Agreement, or to such other address as either party may have furnished
to the other in writing in accordance herewith, except that notice of change of
address shall be effective only upon receipt.

                (iii) Expenses. If any legal proceeding is necessary to enforce
or interpret this Agreement, or to recover damages for breach of it, the
prevailing party, shall be entitled to recover from the other party reasonable
attorneys' fees and necessary costs and disbursements incurred in such
litigation, in addition to any other relief to which such prevailing party may
be entitled.

                Notwithstanding the foregoing, in the event of a legal
proceeding to enforce or interpret the terms of this Agreement following a
change in control, Executive shall be entitled to recover from Bank, regardless
of the outcome of said action, necessary costs and disbursements incurred
together with actual attorney's fees up to the greater of (A) $25,000, or (B)
thirty percent (30%) of the amount in dispute between the parties [which amount,
for purposes of this Agreement, shall be deemed to be the difference between the
highest written settlement offer from the Bank and the lowest written settlement
offer (exclusive of any


                                      -12-
<PAGE>   20


claim for consequential, punitive, or other forms or amounts of damages not
based on specific contract terms) from Executive]. Recovery by Executive of
attorneys fees and costs as provided herein following a change in control shall
be in addition to any other relief to which Executive may be entitled.

                (iv) Withholding. The Bank shall be entitled to withhold from
amounts to be paid to the Executive under this Agreement any federal, state or
local withholding or other taxes of charges which it is from time to time
required to withhold. the Bank shall be entitled to rely on an opinion of
counsel if any question as to the amount or requirement of any such withholding
shall arise.

                (v) Miscellaneous. No provision of this Agreement may be
amended, waived or discharged unless such amendment, waiver or discharge is
agreed to in writing and signed by the Executive and such officer as may be
specifically designated by the board. No waiver by either party hereto at any
time of any breach by the other party hereto of, or compliance with, any
condition or provision of this Agreement to be performed by such other party
shall be deemed a waiver of similar or dissimilar provisions or conditions at
the same or at any prior or subsequent time. No agreements or representations,
oral or otherwise, express or implied, with respect to the subject matter hereof
have been made by either party which are not expressly set forth in this
Agreement; provided, however, that the parties acknowledge there is a separate
Employment Agreement between the Executive and the Company and that nothing
contained herein is intended to supercede or extinguish any of the rights or
obligations created therein. The validity, interpretation, construction and
performance of this Agreement shall be governed by the laws of the State of
Wisconsin.

                (vi) Validity. The invalidity or unenforceability of any
provision of this Agreement shall not affect the validity or enforceability of
any other provision of this Agreement, which shall remain in full force and
effect.

                (vii) Counterparts. This Agreement may be executed in several
counterparts, each of which together will constitute one and the same
instrument.

                (viii) Headings. Headings contained in this Agreement are for
reference only and shall not affect the meaning or interpretation of any
provision of this Agreement.

                (ix) Effective Date. The effective date of this Agreement shall
be the date indicated in the first paragraph of this Agreement, notwithstanding
the actual date of execution by any party.



                                      -13-
<PAGE>   21

        IN WITNESS WHEREOF, the undersigned have duly executed this Agreement as
of the date first above written.

                                           Executive:  Bradford R. Price


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


                                           ------------------------------------
                                           (Address)


                                           First Federal Savings Bank,
                                                             LaCrosse-Madison
                                                 (CORPORATE SEAL)



                                           By:
                                              ---------------------------------



                                           By:
                                              ---------------------------------



                                      -14-