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McKenzie Robinson | SBJ

2021 Trusted Advisers Wealth Manager: Candice Reed

U.S. Bank

Posted online

With 14 years under her belt as a wealth manager, Candice Reed recognizes she works in the relationship business and serves as the concierge to her clients’ financial-planning needs.

“I simply try to approach each and every client situation as if they were my very own family,” she says. “From being accessible 24/7 to providing honest and timely advice, my team and I view the opportunity to serve a privilege and always work to provide the highest level of care at every turn.”

As vice president and trust adviser at U.S. Bank for nearly four years, she manages over 110 clients and 310 accounts. Reed has grown her assets under management to $249 million in 2020 from $112 million two years prior – a 122% increase. She advises clients on wealth planning, investing, private banking and trust administration.

“No two clients are alike, so we are very tuned in to discovering what is most important to them and their loved ones,” she says, noting business succession planning is top of mind for owners looking to sell or transition the company to the next generation. “In most cases, they have worked many years to build their business and are very proud of this accomplishment, so the process can sometimes be an emotional one.”

Before starting at U.S. Bank in 2018, Reed most recently worked for three years as a wealth management adviser at Central Trust Co. That was preceded by five years with Commerce Trust Co. as a wealth management consultant.

Reed says some clients might need a more personal touch, such as meeting them at their home. She currently does so with a married couple starting to have concerns about health and managing finances.

“We have started paying their bills for them, working alongside their attorney to make sure their estate planning is in order, and have helped them find someone who can run errands for them and organize their home, so they do not have to get out as much to do those types of tasks,” she says. “In their case, they do not have any family left, so we are their family and that makes them feel at ease so they can continue to enjoy life together with less to worry about.”

Community service is a passion for Reed, who as a breast cancer survivor desires to give back to groups helping people go through their diagnosis with the disease. Part of that work includes serving as a leadership board member with the American Cancer Society of Southwest Missouri. She is also a mentor with Breast Cancer Foundation of the Ozarks, for which she is matched up by the nonprofit with those undergoing treatment plans as she once did.

“I am there for them to answer questions or just to simply sit with them while they are receiving treatment – whatever they need to feel comforted and at peace with their life-changing situation,” Reed says.

Within her industry, Reed also participates in the Greene County Estate Planning Council and the Professional Advisors Council for the Community Foundation of the Ozarks.


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