In downtown Kelowna, a new financial firm has opened its doors. ATB Wealth, a subsidiary of the Alberta-based ATB Financial, recently celebrated the grand opening of its first branch outside Alberta.
The atmosphere was electric, and the excitement palpable as we sat down with ATB Wealth CEO, Ursula Holmsten, to discuss their first expansion out of their home province of Alberta.
The new space is not just any office. With a modern design and cozy meeting rooms, it's a place where clients can feel at home. "We've hosted a few gatherings here," Ursula shared, highlighting the versatility of the space. The downtown location, with its street presence, was chosen deliberately. "We wanted a space where we had a presence, not just an elevator ride away in an office tower," she explained.
But why expand out of Alberta, and why choose Kelowna? Ursula shed light on this, "We've been in business for over two decades, and our mission has always been to provide everyone with access to financial expertise. Expanding to Kelowna is our way of reaching out to more Canadians, just as we've been doing for Albertans."
Kelowna was a natural choice, given the deep connections ATB already has with the community. "A significant percentage of people in Kelowna today have their roots in Alberta. We're not just opening an office; we're joining a community we're already connected to." As for their unique approach, ATB Wealth is testing a new model in Kelowna. Instead of segmenting clients, they operate on a client-choice model. A business development manager meets with clients, understands their needs, and directs them to the right advisor.
This process ensures a perfect match between client needs and advisor expertise. "We're open to serving anyone who walks through our doors," Ursula emphasized, hinting at a potential focus on underserved markets like women entrepreneurs.
When asked about what sets ATB Wealth apart from other financial institutions, her distinction was clear. "ATB Financial is our parent company, but only the wealth business is expanding outside Alberta. We're not offering banking services outside of Alberta," Ursula clarified. Their edge? Flexibility and adaptability. "Being backed by a regional bank, we're more nimble and can adapt more easily than some of our competitors."
ATB Wealth's expansion into Kelowna marks a significant milestone for the company. With their client-centric approach, community connections, and innovative models, they're positioned to make an impact in the financial landscape of Kelowna.
