Arrowhead Credit Union Repositions Division and Names VP

San Bernardino, CA — For many years, Arrowhead Credit Union has offered private banking services under the name of Wealth Management. That name changed recently to Relationship Banking to better reflect a philosophy of building relationships with the members. According to Robert Reed, Senior Vice President of Sales and Service, "Having wealth in the title was restricting the growth in this area of our business and it didn't capture what we're trying to deliver. Changing the name to Relationship Banking is more reflective of the goals of the program, which is to provide relationship based service and comprehensive financial management to a targeted segment."

Along with the new name comes a fresh perspective to lead the division. Penny Davis has been named Vice President/Relationship Banking Manager and will be offering the Arrowhead Credit Union brand of personal banking. Davis says, "Our philosophy is to focus on the entire relationship the member may have at Arrowhead Credit Union. Our members' needs go beyond just loan and deposit accounts; they need solutions for college tuition, insurance, business services and retirement planning. We can offer so many customized solutions for our members; it really is a one-stop shop for their financial well-being."

Davis brings more than 26 years of experience in the commercial banking industry including the past two years at Arrowhead Credit Union as a Business Development Officer. She holds a Bachelors of Science degree in Business Administration with a concentration in accounting and finance.

The role of a Relationship Banking Manager is to understand someone's complete financial picture and then offer comprehensive solutions for their individual needs. The Relationship Banking division serves as the primary contact and coordinates all the services for qualified members. "By thoroughly understanding the complete financial picture for a member, I can better facilitate not just the day-to-day banking needs but provide the additional benefits and services that members expect," says Davis. The customized services includes traditional banking products from the credit union as well as other financial services such as insurance, financial planning, investments and business services through subsidiary organizations of Arrowhead Credit Union.

Reed adds, "We strive to exceed the expectations of all of our members, regardless of net worth, but Credit Unions must offer products, services, and programs that will continue to position us as full service financial institutions while effectively pulling market share from the banks. Focusing on this segment of our members and potential members accomplishes both."