Los Angeles Federal Credit Union Transitions to Cetera for Enhanced Financial Services

LAFCU's Move Towards Cetera: A New Chapter in Financial Services

In a strategic move to enhance its financial service offerings, Los Angeles Federal Credit Union (LAFCU) has officially transitioned its wealth management program to Cetera Financial Institutions. This shift comes as LAFCU seeks to better serve its 75,000 members by providing them with elevated investment options and personalized financial planning solutions. Previously associated with CUSO Financial Services (CFS), part of LPL Financial, the credit union now brings approximately $160 million in assets under administration to Cetera.

LAFCU President and CEO Anthony Cuevas emphasized the importance of member experience during the selection process for a new financial services partner. He explained how Cetera’s robust technology, extensive resources, and commitment to outstanding client service align perfectly with LAFCU's vision to prioritize the needs of its members. Cuevas stated, "Since partnering with Cetera, we have never once felt like just another investment program... we have the freedom to run our wealth management business how it will best serve our members."

The origin of LAFCU dates back to 1936 when a group of 13 Los Angeles City employees gathered $65 to create a safe and low-cost financial resource for local city workers. Over the decades, LAFCU has grown exponentially, now providing a comprehensive suite of financial services to a large membership base across the Greater Los Angeles area.

Cetera Financial Institutions, a part of Cetera Investment Services, specializes in empowering financial programs for credit unions and banks. In fact, Cetera has established a strong reputation for its commitment to client service, with a remarkable retention rate of 99% for its affiliated institutions as of October 2024. LeAnn Rummel, President and CEO of Cetera Investment Services, expressed excitement about the collaboration, reinforcing the shared dedication to deliver superior services and support to LAFCU’s wealth management team.

Cetera’s innovative model combines advanced technology with community-driven financial strategies, making it an attractive partner for institutions seeking to broaden their investment services. After celebrating its 40th anniversary in 2024, Cetera remains a pioneer in the financial advisory space, managing over $554 billion in assets under administration as of March 31, 2025.

This partnership signifies more than just a business transition; it represents a commitment to elevating the financial planning and investment options available to the Los Angeles community. LAFCU members now have access to enhanced resources that will help them meet their financial goals more effectively and seamlessly.

As financial landscapes continue to evolve, this strategic alliance between LAFCU and Cetera marks a promising step for both organizations in delivering exceptional member-centric investment solutions. With an emphasis on technology and community engagement, we can expect that this collaboration will serve as a model for others in the industry seeking to improve their service delivery and expand their reach.

The positive response from members indicates a keen interest in the comprehensive financial services that will now be accessible through LAFCU’s affiliation with Cetera. As the credit union embarks on this new chapter, all eyes will be on the progress made in enhancing the financial well-being of its members, ultimately promoting greater financial literacy and independence in the Greater Los Angeles area.

For more information about LAFCU and its wealth management services, visit Cetera's Official Site.