#United States #Wealth Management #Exton #Citadel Credit Union #Cetera Financial Group

Citadel Credit Union Partners with Cetera Financial Group

In an exciting new development, Citadel Credit Union has announced a strategic partnership with Cetera Investment Services, LLC, a prominent figure in providing broker-dealer services. This collaboration marks a transformative moment for Citadel as it transitions its wealth management team away from previous broker-dealer relationships to a more robust and expert-driven framework. The move is designed to bolster Citadel's commitment to enhancing its members' financial health and expand the array of financial services available.

A Strategic Move Towards Financial Empowerment

Following recent structural changes that affected its former broker-dealer, Citadel seized the moment to rethink its approach to wealth management. After evaluating several potential partners, Citadel identified Cetera as the ideal ally for its ambitious growth plans. This decision reflects the credit union’s dedication to providing its members with a comprehensive suite of financial solutions tailored to support their diverse needs.

Sheri Perkins, Senior Vice President and Head of Wealth Management and Retirement at Citadel, expressed enthusiasm about the partnership, calling it a significant milestone. She stated, “This collaboration marks an exciting milestone for Citadel as we take our program to the next level with expanded solutions and services and enhanced technology to better serve our members.” The team at Citadel devoted ample time to exploring various broker-dealer options, focusing particularly on those with a successful track record in supporting financial institutions.

Cetera’s strong expertise in bank-based programs and its commitment to offering tailored solutions were key factors in Citadel's decision. “Together, we are better positioned to serve our members and advisors in meaningful ways,” Perkins added.

Enhanced Services for Members

At the heart of this collaboration is the goal of delivering a holistic approach to financial wellness. With Cetera’s advanced platform and resources, Citadel aims to provide its members with enhanced financial solutions that meet their unique needs. This includes access to a wider range of innovative tools, resources, and expert guidance, ensuring that every facet of members' financial health is covered.

The partnership is expected to empower Citadel’s advisors, equipping them with the necessary tools to excel in their roles and provide top-notch service to clients. Bill Brown, President and CEO of Citadel, emphasized the importance of providing high-value products and innovative resources, stating, “Our wealth management platform is a key pillar in our future growth plans and our advisors are a critical part of Citadel's success. By delivering high-value products, innovative tools and expert guidance, we care for and empower all those we serve to achieve financial strength.”

Commitment to Community and Financial Growth

With this partnership, Citadel Credit Union is reaffirming its mission of fostering strength and financial empowerment within its community. As it embarks on this new chapter with Cetera, Citadel is poised to not only enhance member experience but also solidify its position as a lead provider of financial services in the Greater Philadelphia area.

Through this strategic alliance, Citadel leans into its vision of creating a culture of excellence and commitment to member well-being, ensuring that its clients are well-equipped for their financial journeys. Citadel Credit Union, a not-for-profit and member-owned institution, serves over 260,000 members, standing as one of the largest credit unions in its region with a significant asset base.

Conclusion

This partnership is undoubtedly a step forward for Citadel as it enters a new phase of service delivery that promises to bring members unparalleled financial health and opportunities, fulfilling their mission of empowering every individual it serves. As they continue to grow and innovate, Citadel and Cetera are setting the standard for excellence in wealth management within the credit union sphere.