As a child, Richard Justiana was in awe of the professional atmosphere in old-fashioned banks. As an adult, Justiana has spent nearly 30 years working in the banking industry and recently became vice president and senior private banking officer at the Private Bank by Nevada State Bank. Justiana works to establish private banking relationships with affluent members of the community but spends much of his personal time helping families in need through the Make-A-Wish Foundation.
What is the best business advice you’ve received, and whom did it come from?
When I first started my career in western New York with Marine Midland Bank, my branch manager told me, “Treat every customer as you would want your mother treated, with kindness and respect.” That applies whether you work in a retail branch or in private banking. Clients expect and appreciate that level of courtesy and service. It’s a step in building a long-term client relationship.
If you could change one thing about Southern Nevada, what would it be?
I would improve the quality of our educational system and the way our communities view their role in this area. Parents and extended family members must play a more active role in children’s education. Teachers can only do so much.
A few years back, I might have added the arts. But today, I’m excited with the continued growth of cultural activities in our community, like the downtown Arts District and the phenomenal Smith Center for the Performing Arts. The addition of a major art museum would be ideal.
What has been your most exciting professional project to date?
Prior to my new role, I had the opportunity to help introduce a private bank to another institution in Las Vegas. It was exciting to introduce a new brand to the market. I learned quite a bit from that experience — everything from building construction to product creation for a wide range of affluent people. I built some amazing relationships, and many of those people are still with me today.
What is the most common mistake people make in managing their finances?
The biggest mistakes I see are from those who do nothing to manage their finances, even at the simplest level, including not seeking professional advice as they grow their wealth. Many times, people end up missing out on some great investment opportunities and long-term estate planning services.
Is it more difficult to assist clients who have high incomes?
Not at all. We just know that these people are very busy earning this high income and might require additional attention from their banker. Building a relationship with our clients is based on trust, and they need to know that they can count on us to provide the personal attention and professional expertise they require. Many times, it’s as simple as having someone they can call directly when they have an immediate need.
What are you reading?
I am re-reading “Cutting For Stone” by Abraham Verghese and “A Course Called Ireland” by Tom Coyne.
What do you do after work?
I have always tried to find a balance between work and play. I have realized as I’ve gotten older that playtime has to include exercise. My wife introduced me to hot yoga about a year ago, and while at first I was apprehensive, I found it to be one of the best, most intense workouts you could imagine, coupled with the most relaxing and spiritual feeling. The people who attend the classes are from all walks of life, but they all are there for one reason, which is to be healthy and relaxed.
I also enjoy winter sports. I gave up skiing and switched to snowboarding a few years ago to enjoy more time with my sons. I hope to be able to continue that for a few more years before I have to switch back to skiing.
Blackberry, iPhone or Android?
I was a Blackberry guy for the longest time, but my kids eventually convinced me to change to an iPhone a few years back.
Describe your management style.
I learned a long time ago that you cannot be an expert in every area, nor should you want to be. The idea is to have a team that can help to identify the needs of clients, pull together the right resources to serve them and provide results.
What do you enjoy most about volunteering with the Make-A-Wish Foundation of Southern Nevada?
Seeing the immediate results of your work. The joy in the faces of the kids and their families is overwhelming. You can be having a tough day, but the moment you switch gears and focus on a Make-A-Wish task, it all goes away. There are so many kids in our community who are struggling with some sort of illness; giving them the chance to smile and maybe forget the bad things for a moment is priceless.
What is your dream job, outside of your current field?
I like to be around people, so I have always thought about owning a little supper club, where people could enjoy good food, great wine and listen to jazz music any night of the week.
I also like to care for people, so a career in medicine has always been in the back of my mind.
If you could live anywhere else in the world, where would it be?
It would have to be near the ocean — a nice, quiet beach community. Or somewhere in wine country.
Whom do you admire and why?
There is no one person who comes to mind, but I admire anybody who is dealing with a life-altering, difficult circumstance but gets up every day and puts a smile on their face. Maybe they mask the pain, but they find a way to forge ahead and treat everyone they meet with kindness.
If you could change one thing about yourself, what would it be?
Gosh, where do I start? I would still want to have the head of hair I had when I was in my 20s. Also, maybe to be inspired to be more athletically driven, like one of those guys competing on “American Ninja Warrior.”
What is something people might not know about you?
I am a handyman around the house. Some of my projects have turned out quite well; others, maybe not so well. My father taught us to know how to do the simple things, so we don’t have to pay someone else to do them.