TruWest Credit Union named Financial Institution of the Year by Priority Financial Group

TEMPE, AZ (April 12, 2024)TruWest® Credit Union is excited to announce it was named Financial Institution of the Year by Priority Financial Group. This esteemed award underscores TruWest’s commitment to excellence in providing exceptional wealth management services and support to its members.

This award was based on the credit union’s highest gross revenue and assets out of all the financial institutions on the platfor m, with the highest Assets Under Management (AUM) at $452 million. TruWest also experienced the highest growth over the prior year in gross revenue and assets. Due to the rapid growth, in 2023, the credit union added a full-time director position to further expand and support the program.

TruWest Credit Union’s advisors have distinguished themselves among their peers, securing the first and third positions out of 46 financial institution advisors. Surpassing 24 other institutions, TruWest’s advisors stand out as leaders in their field, embodying excellence and expertise in serving their members’ financial needs.

“We are honored to have TruWest Credit Union as our valued partner,” said PFG’s CEO, Mike Prior. “The organization’s dedication to delivering exceptional service and prioritizing the needs of its members resonates deeply with our own commitment to excellence. Congratulations to TruWest on this well-deserved honor.”

PFG provides turnkey compliance, operations, and sales support to over 20 financial institutions using Charles Schwab, Fidelity, and AssetMark platforms. TruWest is the number one financial institution in total revenue, assets, and clients.

The relationship between TruWest and PFG has grown year over year since 2005. Abby Johnson, VP of Finance and the internal program executive at TruWest has guided the team to outstanding service levels while the Advisors manage $452M in AUA with 1774 clients. Even more impressive is that 87% of gross revenue is from advisory business.

“This accolade is a testament to the dedication and hard work of our entire team at TruWest Credit Union,” said Johnson. “We are deeply honored to be recognized as a Financial Institution of the Year by Priority Financial Group. It reaffirms our ongoing commitment to delivering superior financial solutions and unparalleled service to our members.”

TruWest Credit Union remains steadfast in its mission to empower members to achieve their financial goals and dreams. This prestigious accolade from Priority Financial Group serves as motivation to further elevate its offerings and continue delivering exceptional value to its members and communities.

For more information regarding TruWest Credit Union, please visit

Photo by Tavits Photography

About TruWest Credit Union

TruWest® Credit Union is headquartered in Tempe, Ariz., and operates as a cooperative providing its members with a lifetime of quality financial services and a culture of caring for its members, employees and communities. TruWest is a strong and sound financial institution with more than 90,000 members and assets totaling more than $1.8 billion. TruWest® Credit Union has 11 branch locations – eight in metro Phoenix and three in Austin, Texas. For more information, visit


Jennifer Howard
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