EXTON, PA — Citadel Credit Union has announced a major upgrade to its wealth management program by partnering with Cetera Investment Services, LLC, a broker-dealer recognized for its strong support of financial institutions. This transition is designed to bolster Citadel’s ability to deliver advanced financial tools, personalized services, and comprehensive solutions for its members.
The move comes after Citadel evaluated its options following a broader consolidation that affected its previous broker-dealer. After an extensive review process, Citadel selected Cetera for its depth of expertise in supporting credit unions and its alignment with Citadel’s mission of empowering members’ financial wellness.
“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,” said Sheri Perkins, Senior Vice President and Head of Wealth Management & Retirement at Citadel. “We spent considerable time researching and evaluating broker-dealers to ensure we selected the best. Cetera’s unmatched expertise in bank-based programs stood out as the ideal fit for our growth strategy and ability to provide a comprehensive approach to financial wellness across retail bank and wealth services. Together, we are better positioned to serve our members and advisors in meaningful ways.”
The partnership is a strategic step in Citadel’s ongoing efforts to unify its retail banking and wealth management services. The wealth management team, which consists of over 20 certified professionals, will now have access to Cetera’s innovative tools and resources to deliver an enhanced level of service to Citadel’s members.
“At Cetera, we pride ourselves on being the premier resource for financial institutions looking to elevate their wealth management offerings,” said LeAnn Rummel, President and CEO of Cetera Investment Services. “Our extensive experience in supporting credit unions uniquely positions us to deliver tailored solutions that empower advisors and members alike. We are excited to collaborate with Citadel as they build upon their strong foundation and bring enhanced financial opportunities to their community.”
With Cetera as its partner, Citadel intends to deliver holistic financial services that address every aspect of its members’ financial needs. Members will see benefits including improved financial planning resources and tailored advice, all backed by state-of-the-art technology and expert guidance. The partnership also lays the groundwork for long-term growth within Citadel’s wealth management division.
“This relationship with Cetera is another proof point of our mission to provide exceptional support for our members and also for our Citadel team of advisors,” said Bill Brown, President and CEO of Citadel. “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. With Cetera’s robust platform and resources, we will be equipped to deliver even greater value to our members.”
Citadel’s decision to collaborate with Cetera aims to enhance the overall wealth management experience for their members.
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