Kellie Richter in

Kellie Richter

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EVP, Chief Operating Officer at First Command Financial Services, Inc.
📍 Dallas-Fort Worth Metroplex, United States

Kellie Richter is the EVP and Chief Operating Officer at First Command Financial Services, a role she took after a long and successful career in marketing. With over 25 years in financial services, she is an experience-focused leader driving growth through technology, operations, and digital solutions. She holds an MBA and multiple FINRA securities registrations.

Outside of work, Kellie is passionate about community involvement. She actively serves on boards for organizations like the United Way of Tarrant County and previously The Board Connection, which prepares women for corporate board service. She enjoys reading history, biographies, and historical fiction, and lives in Fort Worth, Texas with her husband and two sons.

Growing up in Minnesota, she credits her character-building to outdoor activities like ice fishing and jumping into icy lakes after a sauna.

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Experience
35 Years
Current Role
EVP, Chief Operating Officer
Job Level
Leadership
Location
Dallas-Fort Worth Metroplex, United States
Personality Overview

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Priorities

Topics Kellie cares about

Client-Centric Operations
Her transition from Chief Marketing and Client Experience Officer to COO is driven by her belief that operational decisions directly impact the customer experience.
Supporting Military Families
A core part of her company's mission is coaching military families toward financial security, a purpose she finds deeply motivating and meaningful.
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Career

Work history

2-2025
EVP, Chief Operating Officer
First Command Financial Services, Inc.
11-2016 - 2-2025
EVP, Chief Marketing and Client Experience Officer
First Command Financial Services, Inc.
4-2009 - 11-2016
SVP, Chief Marketing Officer
Provasi Capital Partners
8-2006 - 4-2009
SVP, Marketing Strategy
AIG Annuity & AIG Retirement
1990 - 2006
VP, Products and Marketing
Ameriprise Financial
In the press

Media appearances

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Education
1999
Master of Business Administration - MBA
University of St. Thomas - Opus College of Business
Bachelor of Arts - BA
St. Cloud State University
French Language and Literature
Université Toulouse 1 Capitole
Social presence
in
Behavioral profile

DISC profile (public)

DISC behavioral profile

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