The Next-Gen Member: Attracting & Retaining Younger Wealth Clients While Strengthening Your Core Member Relationships

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Date: Thursday, October 22, 2026
Time: 2pm ET | 11am PT
Cost: Complimentary
Produced and Sponsored by: Cetera Financial Group

The great wealth transfer is no longer on the horizon—it's here. As trillions of dollars shift to a new generation, credit unions face a critical challenge: how to attract and retain younger, digitally-native members without alienating the loyal, long-standing members who form the bedrock of their institution. Younger members expect a seamless, hybrid, digital-first advice experience, while your established base may prefer the traditional, high-touch service they've always known. Striking this balance is essential for future growth and stability. Financial wellness and financial planning can also serve as important strategies for credit unions seeking to deepen member relationships and support members across life stages.

Join us for an insightful session designed to provide credit union leaders with a strategic road map for navigating this generational shift. We will explore actionable strategies to evolve your wealth program, ensuring it meets the sophisticated demands of today's diverse membership. Credit unions that get this balance right aren't just future-proofing membership – they're growing their wealth programs today. The discussion will also highlight how direct-to-consumer marketing, insurance services, digital investment options, and digital banking can expand access while keeping human-based advice and the member experience at the center.

You will learn how to:

  • Develop a flexible, hybrid advisory model that blends digital tools with personalized service to satisfy every member demographic.
  • Understand the specific expectations of younger wealth clients, from mobile accessibility to ESG investment options.
  • Implement communication and marketing strategies that resonate with next-gen members without disconnecting from your core base. This includes direct-to-consumer outreach that connects members with financial planning, financial wellness, and other relevant services.
  • Evaluate and integrate technology that can modernize your wealth offerings and streamline the member experience. Considerations will include digital investment and digital banking solutions that complement, rather than replace, personalized human advice.
  • Create a service culture that successfully retains your most loyal members while actively attracting their children and grandchildren – strengthening your wealth program's growth trajectory along the way.

Don't miss this opportunity to position your credit union for long-term growth and success.

Speakers:

LeAnn Rummel | President and CEO | Cetera Investment Services

LeAnn Rummel is President and CEO of Cetera Investment Services, and has been a part of the firm since1992. She leads the firm's executive committee and serves as President of Cetera's Insurance Agencies.

An active industry leader, LeAnn serves on the board of the Bank Insurance Securities Association (BISA), was inducted into BISA's Circle of Excellence in 2014, and is executive sponsor of CFG's Diversity & Inclusion Council.

Previously, she served on PrimeVest's executive committee and held leadership roles at ING Advisors Network Marketing, including Vice President of the Financial Institution Channel and Product Marketing.

With more than 30 years in financial services, LeAnn holds Series 7, 24, and 63 licenses, plus insurance licenses. She earned a B.S. in Business Administration from Iowa State University.

Mark Tuteja | EVP and CMXO | Lighthouse Credit Union

Mark Tuteja is the Executive Vice President and Chief Member Experience Officer (CMXO) at Lighthouse Credit Union, where he leads the organization's enterprise member experience strategy, retail banking, wealth management, and member growth initiatives. In this role, he focuses on expanding membership, growing deposits and lending relationships, and enhancing member engagement across digital, branch, and community channels.

Mark brings more than 20 years of banking and financial services leadership experience, with a track record of leading large-scale retail banking operations, contact centers, deposit growth strategies, and high-performing sales and service teams. Prior to joining Lighthouse Credit Union, he held senior leadership positions including Chief Deposit Officer at Dedham Savings and South Shore Bank, Senior Managing Director of Consumer Banking at Webster Bank, Head of Retail & Business Banking at First Bank, and leadership roles with Capital One.

Recognized for his customer-centric leadership style, Mark is known for building strong organizational cultures, driving sustainable growth, and aligning business performance with exceptional member and client experiences. His expertise spans consumer banking, business banking, contact center operations, wealth management, revenue growth, and P&L management.

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