Forward Bank Rejoins Cetera Financial to Enhance Investment Services for Rural Communities

Forward Bank Rejoins Cetera Financial Institutions

Forward Bank, renowned for its long-standing service to the communities of Wisconsin and Minnesota, is pleased to announce its renewed partnership with Cetera Financial Institutions. This collaboration, aimed at advancing the Forward Investment Services program, is a strategic move to enhance the investment services offered to local clients, particularly in rural areas.

The Forward Investment Services program manages around $350 million in client assets and has been a crucial player in the financial planning landscape for nearly 20 years. With this new alignment back to Cetera, Forward Bank seeks to combine its extensive knowledge of local communities with the sophisticated investment tools and resources that Cetera provides.

Building Strong Relationships

Scott Wucherpfennig, Vice President of Investment Services at Forward Bank, underscores the importance of relationship-driven financial planning over mere transactions. He emphasizes, "Our focus has always been on relationships and financial planning, not transactions. The people we serve in rural communities have the same goals, dreams, and needs as anyone else, but they often have fewer local options. This renewed partnership allows us to deliver sophisticated investment support in a way that feels personal, local, and built on trust."

In a bid to foster a close-knit, community-centered approach, the Forward Investment Services team consists of six financial advisors and four support professionals. They collaborate across 15 communities in northern and central Wisconsin and southeastern Minnesota to ensure that clients receive tailored advice and support.

A Commitment to Community

Forward Bank has been committed to serving its communities for over a century, emphasizing the enhancement of both individual client experiences and broader community welfare. Jennifer Sobotta, VP and Marketing Director, explains, "Our clients value working with people who understand their needs and challenges. This neighborly approach, alongside our educational and advisory services, allows us to have a meaningful impact in smaller towns where clients often lack access to larger, impersonal financial institutions."

The decision to partner once more with Cetera was influenced by a comprehensive evaluation of the bank's needs concerning technology and broker-dealer partnerships. Wucherpfennig states the goal is to, "not only take our clients to retirement but also support them throughout their retirement journey, ultimately caring for their families through generations."

Innovative Solutions and Future Goals

Anticipating growth, Wucherpfennig has also strategically built a diverse team of advisors, all utilizing advanced technological tools. He notes the appeal of Cetera's adoption of AI technology was a significant factor in their return. "Coming back to a partner that understands our business, our structure, and our communities was critical," he said.

Cetera has long been recognized for its support of investment programs at financial institutions, showcasing decades of experience in nurturing such partnerships. The return of Forward Bank to this fold is a clear indication of the profound need for deeply engaged financial services in rural America.

LeAnn Rummel, President and CEO of Cetera Investment Services, expresses her elation at welcoming Forward Bank back, stating, "Financial institutions like Forward Bank play a critical role in the communities they serve, and our team is excited to support them with investment programs that are deeply relationship-driven."

For over 40 years, Cetera has gathered unmatched expertise in the financial institution sector, providing resources designed to enhance the customer experience. As of September 30, 2025, Cetera-managed firms oversee approximately $625 billion in assets under administration, and their commitment to improving client satisfaction is evident through an extensive collection of positive reviews from advisors.

This renewed partnership with Cetera not only heralds an era of improved investment services through Forward Bank but also reflects a shared vision of prioritizing community-based financial planning and support, aiming for prosperity even in the smallest towns.

About Cetera Financial Group

Cetera Financial Group is a premier wealth hub that empowers independent advisors and institutions with personalized support, flexible affiliation models, and end-to-end growth solutions. Currently home to around 12,000 advisors, Cetera's ecosystem provides financial professionals with support to grow or transition their businesses as per their unique needs.