Rob Comfort is well known as an industry pioneer, innovator and award winning leader for the bank and credit union wealth management industry. Formerly the president of CUNA Brokerage Services, Inc., Comfort led the firm to it’s most explosive growth period in history doubling the size of the company from 2017 – 2021 (from $20 – 40 billion in assets). By creating an aligned, engaged and energized culture, Comfort transformed the company into a highly competitive force in the industry.

With an eye to giving back, Comfort finished six years as Board member for Member’s Trust Company, a nonprofit company with the mission to empower credit unions and advisors to help middle Americans with critical trust and estate planning needs – such as special needs trusts. Comfort has more than 30 years of experience in leadership, culture development, client acquisition and retention, and organizational growth within the financial services industry. Prior to joining the company, Comfort was executive vice president at LPL Financial where he guided strategic direction for the company’s business consulting team which managed partnerships with over 700 bank and credit union clients. He also served as managing director at Huntington Wealth Advisors where he oversaw the entirety of their wealth management business, including the broker-dealer, personal trust, private banking, retail insurance and registered investment advisor in this top 25 bank. His experience with Huntington Bank also included serving as president of their investment company and growing this award winning firm into one of the ten largest bank broker-dealers in the country. Comfort served as president of the Bank Insurance and Securities Association from 2005 – 2007. BISA is the leading industry trade association supporting banks and credit unions in the wealth management space.

In addition to his business endeavors, Comfort led efforts to create learning centers for impoverished children in Gautemala that have helped feed and educate several thousand children since 2007 – among other difference making and life impacting charitable endeavors over the years. Comfort earned a Bachelor of Science in Finance from Miami University in Ohio where he met his wife Mary Beth of 38 years and has six grown children.