In the ever-evolving wealth management landscape, Citizens Private Wealth is making bold moves to expand its capabilities, with a particular focus on high-growth regions such as South Florida.
Tom Metzger, head of Private Wealth Advisors at Citizens Private Wealth, shares insights into the firm’s strategy, talent acquisition, and commitment to delivering a boutique-style client experience supported by the stability of a 200-year-old financial institution.
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A Strategic Approach to Growth
Citizens Private Wealth has been actively broadening its footprint, focusing on key markets where the demand for sophisticated financial solutions is rising. Metzger explains that this expansion is driven by a clear, client-centred strategy.
He comments: “Citizens is expanding its wealth management capabilities with a strategic emphasis on high-growth markets where the demand for sophisticated financial solutions is increasing. The firm is enhancing its offerings by attracting seasoned wealth advisory teams and integrating personalised investment services with private banking, creating a boutique-style experience supported by institutional strength.”
A prime example of this approach is the firm’s significant investment in South Florida, where the ultra-high-net-worth (UHNW) market is experiencing rapid growth. Boca Raton and Naples have emerged as critical hubs, prompting Citizens to bring in two nationally recognised advisory teams to better serve clients in the region.
“South Florida is one of the fastest-growing markets for ultra-high-net-worth individuals, attracting business leaders, investors, and retirees who require sophisticated wealth management solutions. Citizens is focused on adding top wealth talent to integrate with our private banking and commercial banking presence in the region in order to deliver industry-leading expertise that serves this dynamic and growing client base.”
Building Elite Wealth Advisory Teams
One of the defining characteristics of Citizens Private Wealth’s expansion strategy is its focus on talent acquisition. Recruiting top-tier advisers with deep regional expertise is essential to maintaining the firm’s high-touch, client-first approach.
“The addition of top advisers is part of Citizens’ larger strategy to scale its wealth management business, while maintaining a high-touch, boutique approach centred on extraordinary service. These advisers bring deep regional expertise and strong client relationships, ensuring that Citizens continues to differentiate itself by offering highly personalised financial solutions at scale.”
Ensuring that new advisors align with the company’s values is a top priority. Metzger emphasises that every new hire must embody Citizens’ core commitment to client relationships: “Citizens is committed to attracting advisers who prioritise long-term client relationships over transactions. Our firm’s focus on collaboration, trust, and delivering sophisticated, tailored wealth solutions that align with the complex needs of our clients is unwavering. Each of the four Private Wealth teams that have come on board since Spring 2024 are a testament to our focus on deep expertise and client-first service.”
Delivering High-Touch, Personalised Services
With the expansion of its wealth management team in South Florida, Citizens is strengthening its ability to serve UHNW clients with tailored solutions.
“Our investment in South Florida enhances Citizens’ ability to provide comprehensive financial planning, investment management, and integrated private banking solutions tailored to the needs of the region’s ultra-high-net-worth clients. The new team led by Dustin Smith and James Rubinton, who bring more than six decades of combined experience to the firm, will partner closely with Citizens Private Bank in Palm Beach to help clients simplify their personal and professional financial lives.”
One of the key differentiators of Citizens Private Wealth is its ability to offer high-touch personalisation while leveraging the resources of a large institution.
“Citizens strikes a balance between scale and personalisation by integrating investment advisory, financial planning services and private banking into a seamless client experience. Rather than offering standardised solutions, advisors take a consultative approach, working closely with clients to develop customised strategies that reflect their financial goals.”
A Holistic Approach to Wealth Management
A major advantage for UHNW clients is the seamless integration between Citizens Private Wealth and Citizens Private Bank. This collaboration ensures that clients receive a full spectrum of services tailored to their complex financial needs.
“The integration of private banking and wealth management allows Citizens to serve the comprehensive financial needs of ultra-high-net-worth clients with a more holistic approach. Many of these clients require investment management, complex lending solutions, estate planning, and tax-efficient wealth transfer strategies. By combining these services under one platform, Citizens provides a streamlined experience that addresses both sides of a client’s balance sheet, ensuring that every financial decision is made within the context of their broader wealth strategy.”
This client-centric approach is especially evident in South Florida, where Citizens Private Bank has established a strong presence.
“The new Private Wealth teams in Boca Raton and Naples are tightly aligned in a symbiotic relationship with Citizens Private Bank in Palm Beach to help clients simplify their personal and professional financial lives. Citizens Private Bank entered the South Florida market in October 2023 in the wake of the regional banking crisis, filling the void for high-tough, integrated private banking.”
Adapting to Market Trends and Challenges
As the financial landscape shifts, UHNW clients are increasingly seeking highly personalised banking and investment services. Metzger notes that these clients want access to sophisticated financial solutions without sacrificing the personalised attention typically offered by smaller boutique firms.
H says: “Personalised services: High-net-worth and ultra-high-net-worth clients expect highly personalised banking services centred on tailored financial advice and solutions. Many fear that sophisticated, expanded capabilities come at the cost of bespoke client service that often only smaller firms are capable of. Our investment to accelerate the growth of our wealth management and private banking business allows us to serve the entire spectrum of client needs, with our advisors leveraging decades of experience to address complex client needs.”
In a highly competitive industry, Metzger believes that Citizens’ combination of boutique-style service and institutional strength sets it apart.
“What sets Citizens apart is its unique ability to deliver personalised wealth management with the resources and stability of a full-service, 200-year-old financial institution. While many firms offer boutique advisory services or large-scale banking capabilities, Citizens integrates both, providing clients with customised financial planning and access to specialised lending and investment solutions.”
Looking Ahead: Innovations and Future Plans
Citizens Private Wealth continues to evolve its platform to meet the needs of its growing client base. One of the firm’s recent innovations is the launch of the Citizens Trust Company of Delaware, which offers trust and fiduciary services under the state’s favourable trust laws.
Metzger concludes: “As part of Citizens’ ongoing commitment to expanding capabilities and bolstering talent with differentiated expertise, we recently opened a Citizens Trust Company of Delaware, a subsidiary that offers clients trust and fiduciary services under the benefits of Delaware’s unique trust laws, including income and estate tax advantages, enhanced privacy, and asset preservation.”
With a strong commitment to strategic growth, top-tier talent acquisition, and a client-first approach, Citizens Private Wealth is positioning itself as a leader in the evolving wealth management space.
