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USECU Investment Services joins Advisor Group and Securities America platform


Advisor Group, a US network of independent wealth management firms, and Securities America has welcomed USE Credit Union (USECU) to the Securities America Financial Institutions platform. With more than USD1 billion in assets, USECU serves more than 62,000 California university employees, students and other California residents. It has affiliated with Securities America through Priority Financial Group, a registered investment adviser and OSJ based in Phoenix that specialises in delivering customised programs for financial institutions to enhance their wealth management capabilities and improve operating efficiency.

Securities America is part of Advisor Group, which also includes FSC Securities Corporation, KMS Financial Services, Royal Alliance Associates, SagePoint Financial, Securities Service Network, Triad Advisors and Woodbury Financial Services.
Headquartered in San Diego and founded in 1936, USECU offers accessibility to members through eight locations across California, nearly 30,000 surcharge-free ATMs across the nation, and 24/7 online and mobile banking. In addition to California university employees and students, USE serves employees of California state agencies including the California Department of Motor Vehicles, California Highway Patrol, CalPERS and CalTrans, and others who live, work or worship in Alameda County, Sacramento County, San Diego County, Santa Clara County and Yolo County.
Through its new relationship with Securities America, the Credit Union recently enhanced and relaunched its investment services program, which currently oversees approximately $30 million in client assets.
Jim Norwood, President of Securities America’s Financial Institutions Division, says: “USECU has a decades-long track record of investing in infrastructure and capabilities that enable it to provide members with top-notch member services. We are excited to be partnering with them as they relaunch and expand their investment services offering to assist thousands of families across California in planning and saving for the future. Along with our partners at Priority Financial Group, we stand ready to help the team at USECU expand and reach new levels of success.”
Priority Financial Group specialises in helping financial institutions strengthen their client service capabilities in wealth management. For more than two decades, PFG has helped financial institutions accelerate growth by providing expertise in compliance, operations, and sales management.
Priority Financial Group CEO Mike Prior says: “It has been great working with the team at USE Credit Union. Our first priority was working with the Credit Union to help ensure their members have access to expert financial advice. Now we’re helping USECU maximise our multi-custodial, innovative tech platform to increase member loyalty and develop new sources of income.”
USECU was particularly impressed by Priority Financial Group and Securities America’s superior technology offerings, said CFO Todd Tharp.
Tharp says: “At USECU, being able to offer our members exceptional financial planning and investment services fits seamlessly within our broader mission of helping them map a path to their dreams. We’re thrilled that our partnership with Priority Financial Group and Securities America will better enable us to empower our members with industry-leading technology, support and services that can help them work toward the future of their dreams.”
Jamie Price, Advisor Group’s President and CEO, concludes: “On behalf of the entire Advisor Group network, we congratulate Securities America and Priority Financial Group for their successful recruitment of USECU to the Securities America Financial Institutions platform. Our wealth management firms and their partners collaborate tirelessly to help the institutions and financial professionals that affiliate with them develop their capabilities, increase their efficiency and expand their businesses. We pride ourselves on being in the corner of our financial professionals and institutions, and we will continue to invest in their ability to serve their clients.”

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