Huntington National Bank announced a new partnership with Ameriprise Financial on February 4 2026 that will move the bank’s retail brokerage, investment advisory and insurance services from its in‑house platform, Huntington Financial Advisors®, to Ameriprise’s Institutions Group. The transition gives Huntington immediate access to Ameriprise’s technology, planning tools and a network of more than 2,000 advisors.
The agreement includes a revenue‑sharing arrangement that allows Huntington to earn a share of the fee income generated by the Ameriprise platform. Huntington’s $28 billion in combined advisory, brokerage and insurance assets will be managed on Ameriprise’s system, while Huntington’s 260 advisors will be integrated into Ameriprise’s advisor network. The partnership is expected to accelerate the rollout of new digital tools and expand product offerings for Huntington’s retail clients.
Strategically, the deal modernizes Huntington’s wealth‑management capabilities and supports the bank’s broader goal of diversifying revenue beyond net‑interest income. By outsourcing the retail advisory function to a specialist, Huntington can focus on its core banking operations while still offering high‑margin fee‑based services. The partnership also positions Huntington to capture higher‑margin fee income, a key component of its growth strategy in the competitive regional banking market.
Huntington’s recent merger with Cadence Bank, completed on February 2 2026, added $279 billion in assets and expanded the bank’s footprint in Texas and Mississippi. The Ameriprise partnership complements this expansion by providing a scalable wealth‑management platform that can serve the new customer base without the need for a large in‑house investment team. Analysts note that the combination of a larger asset base and a robust advisory platform could drive incremental fee income and improve profitability.
Melissa Holding, Director of Wealth Management at Huntington, said the partnership “is a bold step that will deepen customer relationships and enhance the advisory experience.” Jay McAnelly, Group Vice President of Ameriprise’s Institutions Group, added that the deal “represents the largest partnership Ameriprise has ever entered into with a bank and signals confidence in the value of our platform.”
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