Our Heritage

Wealth Advisory Services (WAS) traces its roots back to 1935, when the flagship bank of Heartland Financial, Dubuque Bank and Trust, was formed during the Great Depression. From these humble beginnings, Heartland has grown into a $11.3 billion financial services company dedicated to preserving and enhancing the principles of community banking. 

Wealth Advisory Services began as the trust department at Dubuque Bank and Trust but has now expanded to include investment management, financial planning, and other wealth advisory services. Today, with more than $2 billion in assets under management, WAS helps families, individuals, businesses, and non-profits manage, enhance, and preserve wealth.

Who is Heartland?

We’ve been managing wealth for successful individuals, families, businesses, and nonprofit organizations for more than 80 years, which allows us an understanding of the issues that matter to you – and the experience to address them. We combine the resources of Heartland Financial USA, Inc., a consortium of local and regional community banks located in the Midwest and Western United States, with the personalized service and commitment of a specialized and unique wealth advisory firm. Most importantly, we understand our clients, we care deeply and we are committed to building a long-term relationship – and you’ll feel that commitment in your every interaction with us.

Our business model is unique in the financial services industry; while Heartland provides highly efficient administrative and operational support, each individual bank maintains a high degree of independence and is empowered to serve local communities and businesses as only a local organization can. This approach – which blends big bank resources with community bank service – has helped us enjoy significant growth in recent years, and it enables substantial benefits for our customers.

Each bank operates under its own charter, and each bank is dedicated to providing the kind of personalized service that cannot be orchestrated from a distant corporate headquarters. This philosophy is best summarized by our mission statement: “Through excellence in customer service and respect for the individual, everyone profits.” That’s not just a statement to be inserted in an annual report or framed on a wall. Excellence in customer service is what drives our business and sets us apart from our many competitors.