Enhancing Your Wealth Management Program’s Digital Presence

Businessman using a computer to manage investments
Mike Prior Photo
Priority Financial Group 

4 minutes

5 tips to help members with their investments and insurance needs during Financial Planning Month

This is the third in a three-part series to help prioritize issues facing credit union leaders, offering actionable tips to help grow your Wealth Management department. 

In today’s digital age, there’s never been a better time to expand your reach and promote your wealth management services to a broader audience. Through your website to social media and your digital banking to mobile app experiences, you can enhance your digital presence to stay in front of members and connect with potential clients seeking expert financial advisory and wealth management services.

In our conversations with credit union executives, promoting wealth management across digital channels is a common theme, particularly the credit union website as it’s often the first point of contact for potential clients.

In fact, we explored this topic at our recent Executive Advisory Council meeting, an annual event we organize that brings together credit union executives to discuss the state of their wealth management departments as well as ways to build and elevate their programs.

Here are some valuable tips and considerations, the key takeaways, and best practices from the EAC meeting—discussed by credit union leaders themselves—to help credit unions enhance their digital presence to reach more members:

1. Showcase Wealth Management on Your Website

Though this seems obvious, you’d be surprised by the number of websites that “bury” their wealth management services, making them difficult to find. Now is the time to clearly showcase your wealth management services on your easy-to-navigate, mobile-responsive sites. Provide relevant information as well as compelling calls-to-action that encourage visitors to learn more or contact your experts.

2. Consider other Names for “Wealth Management”

Does this term convey that these services are “only for the wealthy”? Other terms to consider that may appeal to a broader audience, as discussed by credit union leaders, include “Invest and Insure” and “Wealth Planning.”

3. Create High-Quality Content

Include financial planning and wealth management topics as part of your content strategy, including blog posts, videos, “get to know” financial advisor features, infographics, etc.  Address common financial concerns and provide investment insights with relevancy and timeliness. Now is a perfect time to start as October is Financial Planning Month! High-quality content not only establishes your credit union as a trusted source of advisory knowledge, but also it improves your search engine ranking.   

4. Address Life Stages

Present compelling content by appealing to clients’ life stages. Whether they’re just getting started in their careers and 401(k) plans, buying a first home and learning to budget a household, building wealth, or planning for college or retirement, address life stages with impact and relevancy. 

5. Retarget and Deploy Online Advertising

Retargeting ads can remind users who have visited your website (as they browse other sites) about your wealth management services, encouraging them to take the next step. Also, if you don’t already, utilize targeted online advertising to reach specific demographics interested in wealth management.

Remember that consistency and integration across all digital platforms are key in maintaining a strong digital presence. (I’ll save the importance of monitoring and analyzing performance for another post!) By implementing these strategies, you can effectively promote your wealth management services across digital channels and establish your credit union as a go-to, trusted source for financial expertise.

Mike Prior is the CEO of Priority Financial Group, a third-party registered investment advisor (TP-RIA) serving credit unions and financial advisors. He has decades of experience in the securities industry, as well as dedicated expertise helping financial advisors and credit unions achieve their unique goals. Mike is a pioneer in introducing the Charles Schwab and Fidelity advisory platforms to credit unions, and a recognized industry expert in implementing a best practices approach to taking credit union investment programs and advisor practices to their next level. For more information, visit, call 800.405.8850 or contact Mike directly at

Advisory services offered by PFG Advisors. Securities offered through Osaic Wealth, Inc., member FINRA/SIPC. PFG, PFG Advisors, and Osaic Wealth, Inc., are separate entities.  Not for public distribution.

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