The Profitability Enhancement Playbook

Our 3-Step Guide to Improving Your Efficiency Ratio


Driving Profitability with Market Intelligence

Based on our 25 years of experience working with more than 2,000 banks and credit unions, Ceto has created The Profitability Enhancement Playbook, a 3-step guide to increasing your profitability and improving your efficiency ratio by leveraging competitive intelligence and business intelligence to optimize income, enhance operational performance and productivity, and minimize costs.

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What Our Clients Are Saying

We recommend Ceto and Associates...


“We have conducted similar reviews of our products in the past, but they were not as extensive and thorough as the Market View project we conducted with Ceto and Associates. Their in-depth review not only yielded significant new revenue ideas but also spurred insightful conversation among our management team regarding many areas of our organization, such as revising and enhancing our product offerings to become more suited to our marketplace. We approached this review with the mentality that no recommendations from Ceto would be “off the table” for discussion. As a result, the recommendations that we ultimately approved and implemented fit the right balance between both the philosophical and financial objectives of our organization. While similar reviews are possible with internal resources, we recommend Ceto and Associates because of their insight and the expertise that they brought to the table, in addition to the risk-free nature of the engagement.”

Paul Ehlers
Senior Vice President and Chief Operations Officer
City Bank
Live Oak, TX
Total Assets: $2.7 Billion



We would definitely recommend them to other banks who are looking for ways to maximize product profitability and revenue...


“Considering a consulting firm to assist with product pricing and profitability is a delicate process, but Ceto and Associates made the decision easy and we have been very happy with the partnership on the recent Market View initiative. They were with us every step of the way throughout the project, providing invaluable guidance and ensuring that we maximized every recommendation and opportunity. They were very professional and their expertise in the banking industry is very evident. The engagement has been a big success. We have really enjoyed working with Ceto and team and would definitely recommend them to other banks who are looking for ways to maximize product profitability and revenue.”


Mark Hollar
Senior Vice President & Chief Financial Officer
Farmers & Merchants Trust
Chambersburg, PA
Total Assets:  $1.2 Billion



One of the most cost beneficial programs in recent years...


“RBFCU recently completed a Market View analysis with Ceto and Associates that has the potential to be one of the most cost-beneficial projects we have conducted in recent years. We were extremely pleased with the process and results of the competitive intelligence solution. Ceto and Associates were able to identify various areas of opportunity where we could generate additional income while remaining competitive in our markets. The detailed findings allowed our management team to understand the differences between our program and others, and gave our team the confidence to move forward with the appropriate recommendations for both our organization and members.  I strongly encourage other financial institutions to consider Ceto and Associates for this type of analysis.”


Randy Carswell
Senior Vice President & Chief Accounting Officer
Randolph-Brooks Federal Credit Union
Live Oak, TX
Total Assets: $9.6 Billion

It's What We Do at RBFCU


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