Messaging Platform. 1 I Messaging Platform

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1 Messaging Platform 1 I Messaging Platform

2 Introductory Letter HilltopSecurities is a bold, new financial services firm. This new firm has been launched based on shared past successes but we cannot rest. We have a new opportunity and limited time to tell the HilltopSecurities story. Of course, financial services firms manage money; this is only one part of our story. We manage relationships with urgency and honesty. Money follows. We have deeply rooted expertise in the municipal market, providing unique perspective and insight. We increase relationship capital each and every day with candid, professional expertise so clients can thrive. We must connect with our clients via this consistent and compelling story. The Messaging Platform is our tool. On the following pages, you will find the Messaging Platform, a comprehensive resource to drive clear, compelling and consistent communication both inside and outside our firm. The Messaging Platform provides you with the direct, market-facing language you should begin to use now in marketing materials, presentations and conversations. Please spend some time learning our new firm messaging. Creating clarity in the market as to who we are, what we do and the value we deliver is strategic to our business and fundamental to our market introduction as HilltopSecurities. Sincerely, Hill A. Feinberg Chairman & CEO Robert W. Peterson President & COO 2 I Messaging Platform

3 Table of Contents Word Messaging 3 I Messaging Platform

4 500-Word Messaging HilltopSecurities delivers the forthright advice and tailored solutions necessary for municipal issuers, institutions, brokerdealers and individuals to thrive. Leveraging our bold, adaptive firm culture and deep municipal market experience, HilltopSecurities blends honesty with sound judgment, serving as our clients strongest ally and fiercest advocate. Creating and sustaining relationship capital enables us to understand our clients definitions of success from personal security and freedom to institutional growth and community expansion in a way that is both meaningful and rewarding. The Financial Services Firm of Choice Rooted in the communities we serve, HilltopSecurities is honored to work with those who advance our society. For municipal issuers, we offer a deep understanding of diverse objectives through extensive experience and a purity of purpose. Our reliable, effective solutions, paired with accurate and relevant market information, allow institutional investors to achieve specific liquidity and capital demands. Registered Investment Advisers and broker-dealers are able to leverage our deep industry experience and the resources of the third- largest national clearing firm to meet their specific needs. With professionally delivered investment options and candid discussions regarding expected outcomes, individual investors are positioned to succeed on their terms. In every customer segment, we engage all of our firm s resources to ensure clients are empowered to make the best decisions that enable their growth and expansion. Helping Clients Thrive At HilltopSecurities, our mission is to serve as trusted advocates for our clients by providing the expert financial guidance, solutions and services that achieve their definition of success. We deliver on this mission in two critical ways: Forthright advice. As trusted advisers and advocates for municipal issuers, institutions, broker-dealers and individual clients, we listen and respectfully collaborate, pairing honesty with sound judgment to enable clients to achieve confidence in their decision-making. Our long-term relationships are built on a foundation of transparency and candid communication. 4 I Messaging Platform

5 500-Word Messaging (Continued) Tailored solutions. With our passionate commitment to long-term relationship We create tailored solutions specific to the needs of our building, clients can rely on HilltopSecurities to always operate municipal issuer, institutional, broker-dealer and individual with the highest degree of integrity, to never lose sight of the clients. Our solutions and services are developed by teams of critical role collaboration plays in achieving each of our clients experienced financial professionals, who embrace our vision definitions of success and to be adaptable and respectful while to build noble and collaborative relationships that enrich the always pursuing excellence. financial future of individuals, businesses and communities. Our experts evaluate and test the integrity of each proposal, helping HilltopSecurities. Delivering the forthright advice and tailored clients define the most effective options to meet their specific solutions necessary for our clients to thrive. needs. Our diverse services and product knowledge, complete with risk and cost analysis, provide clients with reliable information for better decision-making. 5 I Messaging Platform

6 350-Word Messaging HilltopSecurities delivers the forthright advice and tailored solutions necessary for municipal issuers, institutions, brokerdealers and individuals to thrive. Leveraging our bold, adaptive firm culture and deep municipal market experience, HilltopSecurities blends honesty with sound judgment, serving as our clients strongest ally and fiercest advocate. Creating and sustaining relationship capital enables us to understand our clients definitions of success from personal security and freedom to institutional growth and community expansion in a way that is both meaningful and rewarding. clearing firm to meet their specific needs. With professionally delivered investment options and candid discussions regarding expected outcomes, individual investors are positioned to achieve their definitions of success. Helping Clients Thrive At HilltopSecurities, our solutions and services are developed by teams of experienced financial professionals, who embrace our vision to build noble and collaborative relationships that enrich the financial future of individuals, businesses and communities. The Financial Services Firm of Choice Rooted in the communities we serve, HilltopSecurities is honored to work with those who advance our society. We engage all of our firm s resources to ensure clients are empowered to make the best decisions that enable their growth and expansion. For municipal issuers, we offer a deep understanding of diverse objectives through extensive experience and a purity of purpose. Our reliable, effective solutions, paired with accurate and relevant market information, allow institutional investors to achieve specific liquidity and capital demands. Broker-dealers and Registered Investment Advisers are able to leverage our deep industry experience and the resources of the third-largest national With a mission to serve as trusted advocates for our clients by providing the expert financial guidance, solutions and services that achieve their definition of success, we are committed to always operating with the highest degree of integrity, never losing sight of the critical role collaboration plays in achieving each of our clients definitions of success and being adaptable and respectful while always pursuing excellence. HilltopSecurities. Delivering the forthright advice and tailored solutions necessary for our clients to thrive. 6 I Messaging Platform

7 Mandatory Messages 1. HilltopSecurities provides financial services for municipal issuers, institutions, broker-dealers and individuals. 2. HilltopSecurities provides forthright advice from financial experts and tailored solutions for specific needs to help clients achieve their definitions of success. 3. Leveraging a bold, adaptive firm culture and deep municipal market experience, HilltopSecurities blends honesty with sound judgment, serving as our clients strongest ally and fiercest advocate. Elevator Pitch HilltopSecurities is a financial services firm for municipal issuers, institutions, broker-dealers and individuals. Corporate Signature First & Last Name Title 1201 Elm Street, Suite 3500 Dallas, TX O: M: F: HilltopSecurities. Delivering the forthright advice and tailored solutions necessary for our clients to thrive. Social Media Profile Messaging Twitter, Facebook and LinkedIn HilltopSecurities is a financial services firm for municipal issuers, institutions, broker-dealers and individuals. Corporate Boilerplate HilltopSecurities is a financial services firm serving municipal issuers, institutions, broker-dealers and individuals. With forthright advice from financial experts and tailored solutions for specific needs, clients rely on HilltopSecurities trusted advisers to help them achieve their definitions of success. HilltopSecurities is headquartered in Dallas, with more than 50 offices across the country. For more information, visit 7 I Messaging Platform

8 SEO Keywords Municipal Issuer Solutions and Services municipal market, broker-dealer affiliated municipal adviser, financial advisory, public finance, asset management, municipal advisory, cash management, underwriting, compliance, continuing disclosure, structured finance, housing advisory, mortgage trading, securitization, structured products, FirstSouthwest, Southwest Securities, top financial advisers in the nation Institutional Investor Solutions and Services long-term client relationships, specific liquidity demand, capital demands, institutional brokerage, retail brokerage, taxable fixed income, bank advisory, equity trading, underwriting, structured finance, housing advisory, mortgage trading, mortgage securitization, structured products, securities lending, borrow and loan transactions Broker-Dealer and Registered Investment Adviser (RIA) Solutions and Services third largest national clearing, technology solutions, traditional brokerage, broker-dealer investment advisory, correspondent clearing Individual Investor Solutions and Services wealth management, asset management, investment advisory, succession planning, tax planning, equity and fixed income securities, mutual funds and exchange traded products, money market funds, FDIC-insured deposits, insurance products, futures and commodities 8 I Messaging Platform

9 Frequently Asked Questions Who is HilltopSecurities? A financial services firm providing the expertise, financial guidance, solutions and services to achieve our clients definitions of success. When was HilltopSecurities founded? HilltopSecurities was created in 2015, as FirstSouthwest and Southwest Securities came together under common ownership as part of the Hilltop Holdings family of companies. FirstSouthwest was established in 1946, and Southwest Securities was founded in Where is HilltopSecurities located? HilltopSecurities is headquartered in Dallas, with more than 50 offices across the country. What solutions and services does HilltopSecurities offer? HilltopSecurities offers a full range of financial services, including municipal issuer solutions and services, institutional investor solutions and services, broker-dealer and RIA solutions and services and individual investor solutions and services. What types of clients does HilltopSecurities typically serve? HilltopSecurities works with municipal issuers, institutional investors, broker-dealers and individual investors. What makes HilltopSecurities different from other financial services companies? Leveraging a bold, adaptive firm culture and deep municipal market experience, HilltopSecurities blends honesty with sound judgment, serving as our clients strongest ally and fiercest advocate. What is the relationship between HilltopSecurities and Hilltop Holdings? With $11.9 billion in assets and $1.7 billion in common equity as of December 31, 2015, Hilltop Holdings Inc. is a Texas-based diversified financial holding company specializing in banking, mortgage origination, financial advisory and insurance through its wholly owned subsidiaries, PlainsCapital Corporation, HilltopSecurities Holdings and National Lloyds Corporation. 9 I Messaging Platform

10 Visual Representation VALUE MESSAGES POINTS OF DIFFERENCE Corporate Boldness and Adaptive Culture National Network Anchored in the Municipal Market Forthright Advice from Financial Experts Tailored Solutions for Specific Needs Create and Sustain Relationship Capital 10 I Messaging Platform

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