Reinvesting in Community

A U.S. Navy veteran with a background in financial services, Citadel Credit Union president and CEO Bill Brown has made it his goal to ensure that Citadel is a trusted partner to its members who, as collective owners of the credit union, are more than just customers. The organization is focused on helping them improve their financial well-being and plan for a stronger financial future.

Under his leadership, Citadel is expanding its presence across the greater Philadelphia region, with new branches like its upcoming Overbrook Park location, new partnerships, and a renewed focus on small business growth, financial education, and community empowerment. “I have a firm belief that people deserve a financial institution that cares about giving them a better experience and improving their financial well-being,” Brown said. “That’s exactly why I chose Citadel and what we’ll continue to prioritize.”

Brown’s approach to leadership is rooted in creating partnerships that have impact. His vision for Citadel’s future is clear: create opportunities and help strengthen financial wellness for individuals, families, and businesses throughout the region.

In this Q&A, Bill Brown talks about what inspires him and how Citadel’s mission of “Building Strength Together” shapes its work in Philadelphia and beyond.

What inspired you to take on the role at Citadel?

It was a chance to bring my experience in financial services to a not-for-profit organization. We have the opportunity to help individuals improve their financial lives. And as a result of helping those people, Citadel can strengthen their communities. That really appealed to me. It was a way to return to service, but this time through finance, helping families build financial stability and opportunity.

Coming back to this region felt a bit like coming home. My wife and I first lived here years ago, near Rittenhouse Square, and we absolutely fell in love with Philadelphia — the energy, the people, the neighborhoods. Our son was born here, so the city has always held a special place in our hearts.

You’re a U.S. Navy veteran who served at the Pentagon and as a naval flight officer. How has your military experience shaped your leadership style and approach to teamwork?

Early in my military career, I learned an important lesson: rank matters, but it doesn’t automatically earn you trust and confidence. Those have to be earned. That idea has stayed with me throughout my career in banking, financial services, and now at Citadel.

What really matters is that our employees feel they’re working with leaders who care, who have their best interests at heart, and who have a clear vision for how we can serve our members and communities. That comes directly from my time as a Naval Flight Officer. On a crew with people from all walks of life, you learn quickly that leadership isn’t about giving orders. It’s about communication, trust, and shared purpose. You explain the mission, you invite input, you listen. When people understand why we’re doing something and feel part of the process, they’re far more engaged and committed.

You’ve led a variety of large financial organizations. What makes a credit union different from a bank?

What makes credit unions different is their purpose. A credit union is a not-for-profit financial cooperative. We exist to serve our members, not shareholders.

Credit unions began in the 1930s, when many people felt overlooked by traditional banks. Groups of employees and community members pooled their money to help one another, lending to coworkers, neighbors, and small businesses. That spirit still defines us today.

In a publicly traded bank, the board’s fiduciary responsibility is to shareholders. Of course, banks care about their customers and communities, but their primary duty is to deliver shareholder value. At a credit union like Citadel, our responsibility is to our members, the people who trust us with their money.

That perspective shapes every decision we make: the products we offer, how we serve, and how we give back. For example, through programs like our Home Help grants and small-business lending, we reinvest profits back into our members’ goals. We still must be financially sound and well-run, but our measure of success is how well we help our members and communities thrive.

What drives you in your leadership of Citadel?

What drives me is helping others find the same opportunities I’ve been fortunate to have. I don’t think of myself as particularly gifted or special. What’s helped me succeed is my ability to connect with people and bring them together. I want to create an environment where others can do the same, where they feel empowered to take chances and build fulfilling careers.

When we help our employees grow professionally, that confidence and purpose often carry over into their personal lives, and that ripple effect is meaningful to me.

When it comes to our members, my deeper purpose is helping people achieve financial well-being. To me, that’s not about wealth or status. It’s about peace of mind. It’s the ability to sleep at night knowing you’re on solid financial footing, that you’re making informed decisions for your family and your future. Not everyone has access to the same financial knowledge or resources. That’s where Citadel can make a difference, by filling those gaps, educating, and empowering people to feel in control of their finances.

That same mindset extends to how we support our communities. One of the programs I’m most proud of is the Citadel Heart of Learning Award, which recognizes teachers who make an extraordinary impact on students’ lives. Teachers shape futures, often without much recognition or financial reward, so honoring their work feels deeply aligned with our mission. The awards we give may not change a school’s budget, but they can fund that next project or help one teacher make a difference for 30 kids in their classroom.

Beyond education, we focus on areas like food security, housing, and financial literacy — the essentials that help people live stable, dignified lives. We can’t solve every issue, but we can partner with others to help move the needle.

Citadel’s tagline, “Building Strength Together,” reflects its commitment to investing in members and communities. What does this actually look like day to day?

When we talk about “Building Strength Together,” it’s more than a tagline; it’s our mission and how we measure success. I think of it as a lattice, an interconnected network of programs, partnerships, and volunteer efforts that reinforce one another. It’s not one single initiative; it’s the combined effect of many people and organizations working together to create a stronger safety net for our members and our communities.

Because we’re a not-for-profit, member-owned credit union, our business model lets us reinvest directly in our members. That means consistently offering higher rates on savings and deposits and lower rates on loans compared to traditional banks. The difference is that instead of profits going to shareholders, the value goes right back to our members.

We also invest heavily in digital tools and products that make banking simpler and more rewarding, things like higher cash-back cards, better digital experiences, and financial education resources. And through our wealth management division, we help people make informed, long-term decisions about their money, whether they’re rolling over a 401(k), starting an IRA, or planning for retirement.

At the end of the day, “Building Strength Together” means making life a little easier for our members and stronger for our communities, one financial decision at a time.

“Our goal is simple: educate and empower people.”

Citadel is expanding its presence into Philadelphia with new branches and initiatives. What is the goal with this growth?

As we expand into Philadelphia with our first branch location in Overbrook Park, our focus isn’t on creating programs just for the sake of visibility. We want to partner with the best local nonprofits and community organizations, bringing our time, talent, and resources to support the great work that’s already making an impact.

Our goal is simple: educate and empower people. That’s why we formalized our philanthropy group over the past year: to make our efforts more intentional and effective. As we grow, we aim to uplift the programs and people already doing great work. We’ve already committed more than $6 million in community lending and housing-access programs, and that work will continue citywide.

Citadel recently became an authorized Small Business Administration lender and expanded its commercial banking services. How does supporting small businesses fit into your vision for community development and economic equity?

Becoming an SBA lender to small businesses helps not just one business, but an entire community. We aim to empower small business owners, and we support them in every way, including educating them on operations and how to handle payroll and other aspects of running a successful business. We are helping bridge gaps in access to credit, financial literacy, and overall financial wellness for individuals and businesses.

Who in your personal life inspires you to be the leader you are today?

My kids inspire me every day. My son has a real passion for running, a test of will and perseverance that he didn’t get from me. And my daughter has been an incredible dancer since she was little — so fluid and creative. Watching them dedicate themselves to their passions is both humbling and inspiring.

What do you do with a few hours of free time?

My free time is sacred, and I spend it with my wife at our kids’ events whenever I can. Vacations are also important for us as a family, a chance to get away and reconnect. Skiing in the mountains is my favorite getaway because it’s family time. [It’s] a chance to disconnect from everything else. Those chairlift rides are some of my favorite moments to talk with the kids or just enjoy the view.

I even use the idea in business: When I’m looking for people to join our team, I think about the kind of person I’d enjoy being stuck on a chairlift with for 30 minutes. If we can connect there, they’re probably the kind of person who’ll thrive on our team.

What’s your favorite Philly food splurge? My wife and I love a special dinner at Giuseppe & Sons. Sunday gravy is a must!

Favorite small business in Philly? Salty Paws Philly on South Street.

What’s the biggest misconception non-locals have about Philly? We have a reputation for being tough, but once you crack through the exterior, we’re really soft and gooey on the inside.

What sports jersey do you wear most often? It just so happens that I got number 11, A.J. Brown [of the Eagles], because I can wear my last name!

Who is the greatest Philadelphian in history? Nancy Johnson. She invented the hand-cranked ice cream machine in the 1850s. And really, who doesn’t love ice cream?

I feel most like a Philadelphian when … I am packed in on the train, down in South Philly, with everyone else who’s coming back from a sporting event.

Lucy Danziger is a journalist, an author, and the former editor-in-chief of Self Magazine, Women’s Sports & Fitness, and The Beet.