Huntington Bank has selected Ameriprise Financial Services as its new provider of retail investment programs, shifting oversight of its retail brokerage, investment advisory, and insurance services from its bank-owned platforms to the Ameriprise Financial Institutions Group.
Under the agreement, Huntington will transition support for services currently managed through Huntington Financial Advisors to Ameriprise’s financial institutions channel, positioning the bank to expand its wealth capabilities using Ameriprise’s technology, planning tools, investment solutions, and advisor support platform.
Huntington Financial Advisors has about 260 financial advisors nationwide overseeing nearly $28 billion in combined advisory, brokerage, and insurance assets. The companies said the relationship is designed to modernize Huntington’s wealth management offering, deepen client relationships, and support sustainable growth by giving Huntington’s advisors access to additional planning functionality and an integrated digital experience.
Ameriprise said the partnership reflects its growing momentum in the financial institutions market and highlighted Huntington as one of the largest banks to outsource its broker-dealer. The firms also noted that the arrangement includes a revenue-sharing relationship that creates a conflict of interest, with disclosures available through Ameriprise.
KEY QUOTES:
“Huntington Wealth Management is a people-first, customer-centered organization. Our success is built on prioritizing our customers and colleagues. As we look to the future, we are focused on driving sustainable growth, and this is the next bold step on our journey. This strategic relationship with Ameriprise positions us for continued success and reinforces our unwavering commitment to our people, customers and culture—delivering personalized advice and a comprehensive suite of solutions.”
“Staying ahead of the curve means anticipating what matters most to our customers. Every conversation is an opportunity to understand their goals and provide thoughtful, forward-looking guidance that fosters lasting relationships. By partnering with Ameriprise, we are equipping our advisors with cutting-edge technology, digital tools and premium solutions so they can deliver personalized advice and help customers navigate life’s complexities with confidence.”
Melissa Holding, Director of Wealth Management, Huntington
“We’re honored to be recognized as a premier partner in the financial institutions space. We look forward to supporting Huntington’s advisors and customers with our advanced technology, robust financial planning capabilities and scalable solutions. We’ve invested heavily in building capabilities to support large, high-quality institutions – and Huntington’s decision to partner with us reinforces our position as a key player in the space.
Pat O’Connell, Executive Vice President and President of the Ameriprise Branch and Financial Institutions Channels, Ameriprise Financial
“Through this process, we’ve developed a deep respect for Huntington’s team and their forward-thinking approach to growth and innovation. Since entering the financial institutions space, Ameriprise has established a strong presence and momentum. The relationship with Huntington – one of the largest banks to outsource its broker-dealer – is a clear signal that our platform is resonating in the marketplace. We’re proud to support them as they take the next step in their wealth management journey.”
Jay McAnelly, Group Vice President of the Ameriprise Financial Institutions Group, Ameriprise Financial
