PHOENIX, May 9, 2023—Priority Financial Group (PFG), a registered investment advisor (RIA) serving financial advisors and financial institutions, presented its annual Service Excellence Award to Scottsdale, Ariz.-based TruWest Credit Union, which has served members in Phoenix and Austin, Texas, since 1952. PFG has partnered with financial institution clients for the past 20 years and selected TruWest for the credit union’s commitment to excellence in wealth management services.

The Service Excellence Award is based on the highest growth in gross revenue and assets in 2022 over the prior year across the more than 20 financial institutions PFG serves. TruWest is among the leading credit unions in the nation with a robust wealth management department, according to Mike Prior, PFG founder and chief executive officer.

“TruWest’s best practices approach is driven by visionary leadership and a longstanding dedication to delivering outstanding member service,” said Prior. “It’s demonstrated through healthy growth, high quality financial advisors, a dedicated administrative assistant team and complete support from the branches and marketing teams. This truly is a fun culture with the team focused on delivering quality advice.” 

Since 2005, PFG has partnered with TruWest, serving as its RIA and assisting with the growth and management of its wealth management department. The PFG-TruWest partnership has resulted in year-over-year growth since its inception. Today, approximately 83 percent of TruWest’s gross revenue is derived from its advisory business. The credit union’s seven financial advisors manage $385 million in assets under administration (AUA), serving 1,770 clients. 

“Through our partnership with PFG, we are able to deliver on our promise to provide financial education and solutions that make a difference in our members’ lives,” said TruWest Vice President Finance Abby Johnson.

PFG provides turnkey compliance, operations, and sales support to more than 20 financial institutions, using Charles Schwab, Fidelity and AssetMark platforms. TruWest is the No. 1 financial institution on the PFG platform in terms of total revenue, assets, and number of clients.

About Priority Financial Group

Priority Financial Group (PFG) is a registered investment advisory firm offering comprehensive wealth management, advisory, compliance, sales and technology services. Securities offered through Securities America Inc., Member FINRA/SIPC. Headquartered in Phoenix, the PFG team has been helping financial institutions deliver high-quality advisory and fiduciary services for more than 20 years. For more information, visit www.pfgteam.com or on LinkedIn.

About TruWest® Credit Union

TruWest Credit Union is headquartered in Tempe, Ariz. and operates as a cooperative providing its members with a lifetime of quality financial services and a culture of caring for its organization, employees and communities. TruWest is a strong and sound financial institution with more than employees and communities. TruWest is a strong and sound financial institution with more than 93,000 members and assets totaling more than $1.5 billion. TruWest Credit Union has 11 branch locations—eight in metro Phoenix and three in Austin, Texas. For more information, visit www.truwest.org.

The Service Excellence Award is based on the highest growth in gross revenue and assets in 2022 over the prior year across the more than 20 financial institutions PFG serves. Performance is measured by year-over-year Assets Under Management and revenue growth. No fee was paid for this award. Awards are no guarantee of future investment success and do not ensure that a client or prospective client will experience a higher level of performance or results. Award issued by Priority Financial Group.

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