Built for Growth

For nearly a decade, strong client relationships defined the A+ Wealth Management team at A+ Federal Credit Union, even as revenue growth remained an untapped opportunity. Then, the Austin, Texas-based institution engineered a stunning turnaround in the wake of the COVID pandemic.

Changing expectations suddenly posed a new opportunity. While many clients still preferred in-person meetings for introductions and annual reviews, they increasingly expected seamless digital access in between—secure document exchange, on-demand statements, collaborative financial planning, and virtual meeting options.

Aaron Persons, ChFC^®, a 30-year industry veteran, recognized the opening. If his team could bring a strong digital platform to complement their relationship-first approach, they could unlock the next phase of growth.

But any solution had to meet three standards:

• Easy for advisors and staff to implement
• Easy for clients to enroll in and navigate
• Reliable and consistently available

Without all three, adoption wouldn’t succeed.

Aaron and his team envisioned Cetera's AdviceWorks as the center of a robust client experience, a digital platform that strengthens their relationship-first model rather than replacing it.

The portal gives clients 24/7 access to statements, tax documents, and secure document exchange, eliminating the need to email sensitive materials and significantly reducing routine service requests. Clients can upload documents directly, even personal information like passports stored in a private folder, link external accounts, and view their full financial picture in one place.

Integration with MoneyGuidePro elevated the planning process. Advisors share financial plans digitally, and clients can update assets and goals within the portal, triggering real-time advisor notifications. What was once a static, annual conversation became an ongoing, collaborative experience.

The impact was especially clear during tax season. Historically, the team fielded a high volume of calls requesting 1099s. Now they proactively communicate when documents are available and guide clients to self-serve within the portal, freeing up advisor time for more meaningful planning conversations.

“Tax season looks very different for us now,” says Aaron. “This alone has been a big productivity
gain for us.”

As more clients link outside accounts, advisors gain visibility into held-away assets, creating natural discussions around consolidation and expanded wallet share.

In just two and a half years since prioritizing digital adoption, A+ Wealth Management has seen:

• 72% year-over-year increase in portal users
• 45% total adoption across all clients, including strong participation from clients aged 70+
• 43% increase in externally linked accounts
• 68% year-over-year revenue increase
• 300% revenue growth in two years

After a decade of flat revenue, the practice is in sustained growth mode. While 3x growth can’t be attributed to one factor alone, increased digital engagement has clearly supported deeper client visibility, improved efficiency, and more scalable expansion.

• Make digital part of your standard process. Introduce client-facing technology at account opening, reinforce it during reviews, and continue educating clients through ongoing communication. Adoption rises when it’s built into the workflow, not presented as optional.
• Educate at scale. Webinars and short explainer videos reduce hesitation, answer common questions, and build confidence more efficiently than one-on-one explanations alone.
• Track and manage adoption intentionally. Use available analytics to identify clients who haven’t enrolled or engaged. A simple, personalized invitation that you can create within AdviceWorks can drive meaningful momentum.
• Capitalize on high-volume seasons. Anticipate common client needs, like tax season, and communicate early to direct clients to self-service when appropriate. Reducing routine interruptions frees your time for higher-value conversations.
• Don’t underestimate client readiness. When the value is clear and support is simple, even older generations readily adopt digital tools that enhance convenience and security.