Wealth Management president Scott Ford talks about clients’ biggest needs right now and what sets U.S. Bank apart
Scott Ford
Earlier this year, J.D. Power ranked U.S. Bank No. 1 in full-service investor satisfaction in its 2024 U.S. Full-Service Investor Satisfaction Study. The survey of 9,951 investors rates customer satisfaction among those who work directly with a dedicated financial advisor or team of advisors.
U.S. Bank was ranked No. 1 in the following dimensions of the study: product and service offerings; allowing clients to manage their wealth how and when they want; and resolving problems or complaints.
Scott Ford, head of Wealth Management at U.S. Bank, talks about the results, what clients need right now and what sets U.S. Bank apart.
Why do you think U.S. Bank won this award?
As our client needs evolve, we are also evolving. We’re on a continuous journey to improve our engagement with clients and the way we work on behalf of our clients to provide exceptional service. We use a goal-based planning approach with our clients and advise them based on steps they need to take to achieve their financial goals. We will never stop improving our approach, and we strive to get better every day.
What are the bank’s clients’ biggest needs right now?
Now more than ever, our clients are seeking high-quality advice. Interest rates are at decade highs and, depending on what clients are trying to accomplish over the long term, they may want some objective guidance right now. We can help them navigate the financial impact of volatile markets, geopolitical uncertainty and higher-for-longer inflation.
Over the last few years, the world has become increasingly complex. Clients are seeking a holistic approach to not just their investments – they want advice across the financial spectrum, including lending and banking products, and retirement, tax, charitable giving and estate planning.
U.S. Bank scored No. 1 among investors for trust. Why do you think this is?
At U.S. Bank, we strive for integrity and transparency, and we strive to put the client at the center of everything we do. We highly value ethics – in fact, we were just named one of the World’s Most Ethical Companies* by the Ethisphere Institute for the 10th consecutive year. That speaks to the culture here.
In addition, we do what we say we are going to do and build and earn our clients’ trust over time. Our advisors and bankers are also proactive; when the markets are volatile, they are reaching out to clients to discuss opportunities.
There is a lot of competition for advisors in the industry. Why should an advisor come to U.S. Bank?
We think about this a lot. I ask every advisor that I meet here, especially newbies, why they came here and what keeps them here. They all say the same thing: it’s the culture. We have a unique culture of putting our clients first and working together.
For those who have been here a long time, it feels like a family. U.S. Bank is large enough to make a difference and meet the needs of our clients across the wealth spectrum, and small enough to care and allow us to get to know each other well. A lot of people find that attractive.
We offer dedicated coaching resources, and our market leaders work together to deliver the breadth of U.S. Bank services to meet our clients’ needs. I believe it helps our teams be more successful here than in other places.
* For more information, visit https://ethisphere.com.
J.D. Power study released March 21, 2024, based on investors surveyed from January 2023 - January 2024, who may be working with a financial advisor from U.S. Bank or its affiliate, U.S. Bancorp Investments. Use of study results in promotional materials is subject to a license fee.
J.D. Power also recently ranked U.S. Bank highest in customer satisfaction for retail banking in California for the fourth year in a row. The J.D. Power 2024 U.S. Retail Banking Satisfaction Study rates clients’ satisfaction with their primary bank. For J.D. Power 2024 award information visit, jdpower.com/awards.
