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At the Crossroads of Banking & Communities

When our journey began almost 30 years ago, we set out to serve banks and credit unions across this great nation. We are privileged to see the best of what our country offers, from towering skyscrapers to farmlands and all the beauty in between. What never ceases to amaze me about the work we do is the human connections we make within the communities of our big cities, suburban areas, and smaller towns – some hours away from any major airport. Along the way, we meet the most amazing people: people passionate about their financial institutions and the communities they serve. This same passion has also driven us from the beginning and is the driving force behind what we do today.

Through these experiences, it became pretty clear to me years ago that banks and credit unions, in many ways, are the heart and soul of their communities. The “banker” was and is a respected member of the community. The banker attends the local church with their neighbors, coaches their children in Little League, and guides the community with their leadership. But the banker’s positive impact does not stop there. They have an even more critical role to play. The banker strengthens the community in various ways: helping a family purchase their first home, assisting an entrepreneur in starting a new business or helping a family send their kids off to college. They represent the financial foundation that builds communities and makes dreams come true, and they have been successfully working in this role for centuries.

To remain an essential element in their communities for future generations to come, we believe regional and community financial institutions must have strong balance sheets and P&Ls so that they can continue to grow their organizations, evolve with the macroeconomic environment, and meet the needs of their consumers in the ever-changing technology and competitive landscape. Profitability creates viability, and viability leads to prosperity. However, the challenges in today’s banking industry are significant and diverse, producing major headwinds to profitability and growth, particularly for many regional and community financial institutions.

Power to Prosper

Since 1994, we have enjoyed working closely with thousands of financial institutions to meet this unique need in the banking community. We want to do our part in helping banks, and credit unions remain strong financial pillars in their communities as they provide these valuable services to the consumers and businesses in their neighborhoods. When financial institutions thrive, their respective communities and local economies prosper.

At Ceto, we strive to be trailblazers and innovate to elevate the excellence and insights we deliver to the banking community. In our view, robust, accurate intelligence is the key to executive strategic planning and data-driven decision-making, which leads to uncovering more profit-driving opportunities and developing competitive advantages in the marketplace. Intelligence is a force multiplier for profitability and growth. We want to be instrumental in helping regional and community financial institutions compete and succeed as global markets and economies continue to evolve in the digital age of technology and information.

With that in mind, we remain steadfast in amplifying our core focus of intelligence and community – which is to say that we are passionate about empowering financial institutions with intelligence and innovative solutions to drive profitability and growth, enhance shareholder value, and build stronger, more prosperous communities. Our brand ethos is anchored in a unique vision. It's the essence of who we are - Empowering Growth, Enabling Success. This is the Power to Prosper.



Douglas Ceto

President & CEO