CITIZENS FINANCIAL CORP /KY/
DEF 14A, 2000-04-27
ACCIDENT & HEALTH INSURANCE
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<PAGE>  1

                            SCHEDULE 14A INFORMATION
           PROXY STATEMENT PURSUANT TO SECTION 14(A) OF THE SECURITIES
                      EXCHANGE ACT OF 1934 (AMENDMENT NO. )

Filed by the Registrant [X]

Filed by a Party other than the Registrant [ ]

Check the appropriate box:

[   ]  Preliminary Proxy Statement
[   ]  Confidential, for Use of the Commission Only
[ X ]  Definitive Proxy Statement
[   ]  Definitive Additional Materials
[   ]  Soliciting Material Pursuant to Section 240.14a-11(c) or Section
       240.14a-12

                         CITIZENS FINANCIAL CORPORATION
                (Name of Registrant as Specified In Its Charter)

     ----------------------------------------------------------------------
    (Name of Person(s) Filing Proxy Statement, if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):

[X]  No fee required.

[ ] Fee computed on table below per Exchange Act Rules 14a-6(i)(1) and 0-11.

         (1)     Title of each class of securities to which transaction applies:
         (2)     Aggregate number of securities to which transaction applies:
         (3)     Per  unit  price  or other  underlying  value  of  transaction
                 computed  pursuant  to  Exchange  Act Rule 0-11 (set forth the
                 amount on which the filing fee is calculated  and state how it
                 was determined):
         (4)     Proposed maximum aggregate value of transaction:
         (5)     Total fee paid:

[ ]  Fee paid previously with preliminary materials.

[ ] Check box if any part of the fee is offset as provided by Exchange  Act Rule
0-11(a)(2)  and  identify  the  filing  for  which the  offsetting  fee was paid
previously.  Identify the previous filing by registration  statement  number, or
the Form or Schedule and the date of its filing.

         (1)      Amount Previously Paid:
         (2)      Form, Schedule or Registration Statement No.:
         (3)      Filing Party:
         (4)      Date Filed:


<PAGE>  2
                         CITIZENS FINANCIAL CORPORATION
                           The Marketplace, Suite 300
                             12910 Shelbyville Road
                           Louisville, Kentucky 40243


                  NOTICE OF 2000 ANNUAL MEETING OF SHAREHOLDERS

                           Meeting Date: May 25, 2000

Dear Shareholder:

         You are  cordially  invited to attend  this  year's  Annual  Meeting of
Shareholders of Citizens Financial Corporation.

DATE:             Thursday, May 25, 2000

TIME:             4:00 p.m., EDT (Louisville time)

PLACE:            The Marketplace, Suite 300
                  12910 Shelbyville Road
                  Louisville, Kentucky 40243

PROPOSALS:        The following proposals are on the agenda for action by
                  shareholders at the Annual Meeting:

                  1. To elect eight directors of the Corporation to serve until
                     the next Annual Meeting of  Shareholders  and  until  their
                     successors are elected and qualify; and

                  2. To transact such other business as may properly come before
                     the meeting.

RECORD DATE:      The close of business on April 21, 2000, is  the  record  date
                  for determining shareholders entitled to notice of and to vote
                  at the meeting.

         Whether or not you plan to attend the meeting,  please  sign,  date and
promptly  return the  enclosed  proxy.  You may attend the Annual  Meeting  even
though you have  executed a proxy.  If for any reason you desire to revoke  your
proxy,  you  may do so at  any  time  before  the  voting  as  described  in the
accompanying proxy statement.

                                         By Order of the Board of Directors,


                                         DARRELL R. WELLS
                                           PRESIDENT AND CHIEF
                                           EXECUTIVE OFFICER
April 28, 2000


                              PLEASE VOTE PROMPTLY


<PAGE>  3


                         CITIZENS FINANCIAL CORPORATION
                           THE MARKETPLACE, SUITE 300
                             12910 SHELBYVILLE ROAD
                           LOUISVILLE, KENTUCKY 40243

                                 PROXY STATEMENT

         This proxy statement is furnished in connection  with the  solicitation
of proxies by the Board of Directors of Citizens  Financial  Corporation.  These
proxies  will be  voted  at the  Annual  Meeting  of  Shareholders  of  Citizens
Financial on  Thursday,  May 25,  2000,  beginning at 4:00 p.m,  EDT. The Annual
Meeting will be held at The  Marketplace,  Suite 300,  12910  Shelbyville  Road,
Louisville, Kentucky.

         Your vote is important. Please complete, date and sign the accompanying
proxy  card and  return it in the  postage-paid  return  envelope  that has been
provided so you can be sure your shares are represented at the Annual Meeting.

         This proxy statement provides information about Citizens Financial, the
proposals on the agenda for the Annual Meeting and this proxy  solicitation.  As
used in these materials,  the terms "we",  "our",  "Citizens  Financial" and the
"Company" refer to Citizens Financial Corporation.  This proxy statement and the
enclosed proxy card are first being sent to  shareholders  on or about April 28,
2000.


                                     VOTING

         VOTING RIGHTS.  You are entitled to notice of the Annual Meeting and to
vote your Class A Stock if our  records  showed that you owned your shares as of
the close of  business  on April 21,  2000.  As of the close of business on that
date, there were 1,761,415  shares of Class A Stock  outstanding and entitled to
vote.  Each share of Class A Stock has one vote on all matters coming before the
Annual  Meeting  other  than the  election  of  directors.  In the  election  of
directors,  you are entitled under Kentucky law to exercise  "cumulative" voting
rights.  This  means that you are  entitled  to cast as many votes as equals the
number of shares you own  multiplied  by the number of  directors to be elected,
and you may cast all your votes for a single  nominee or  distribute  them among
nominees in any manner you desire.

         USING A PROXY CARD TO VOTE. If you hold your shares in your own name as
a holder of record,  you may  indicate on the  enclosed  proxy card how you want
your  shares  voted and sign,  date and mail the proxy card in the  postage-paid
envelope  that we have provided to you. The persons named on the proxy card will
vote your shares in accordance with those  instructions.  If you give us a proxy
card without giving specific voting instructions,  your shares will be voted for
the director nominees.  We are not aware of any other matters to be presented at
the Annual Meeting except for those  described in this proxy  statement.  If any
other matters not described in the proxy statement are properly presented at the
meeting,  the persons named on the proxy card will have discretionary  authority
to vote  your  shares,  and  will  vote  your  shares  in  accordance  with  the
recommendations of the Board of Directors. If the meeting is adjourned, they may
vote your shares on the new meeting date as well,  unless you revoke your proxy.
Shares represented by proxies received may be voted cumulatively.

         If your Class A Stock is held in "street  name,"  the  broker,  bank or
other nominee  holding your shares will send you  directions  you must follow in
order to provide it with instructions on how to vote your shares.

         HOW TO REVOKE YOUR PROXY.  If you  complete  and mail in the proxy card
before the  Annual  Meeting,  you may revoke the proxy at any time  before it is
voted.  You may revoke the proxy by (1) delivering  written notice of revocation
to the Secretary of Citizens  Financial or (2) delivering a later dated proxy or
(3) voting in person at the Annual Meeting.

<PAGE>  4

         VOTES REQUIRED.  To transact business at the Annual Meeting, a majority
of the  outstanding  Class A Stock  entitled to vote must be  represented at the
meeting in person or by proxy.  If you have returned a properly  executed  proxy
card or attend the meeting in person, your Class A Stock will be counted for the
purpose of  determining  whether there is a quorum,  even if you wish to abstain
from  voting  on  some or all  matters  introduced  at the  meeting.  A  "broker
non-vote"  can occur if shares are held by a broker,  bank or other  nominee who
does not have authority to vote on a particular matter. Like abstentions, broker
non-votes will be counted for quorum  purposes.  We do not count  abstentions or
broker non-votes as votes for or against a proposal.  As a result, they will not
affect the outcome of the vote on the election of directors.  In the election of
directors,  the eight  nominees  receiving the greatest  number of votes will be
elected directors at the Annual Meeting.



- --------------------------------------------------------------------------------
                             YOUR VOTE IS IMPORTANT

YOU MAY SAVE US THE  EXPENSE  OF A SECOND  MAILING  BY  PROMPTLY  RETURNING  THE
ENCLOSED PROXY CARD.  PLEASE MARK, DATE, SIGN AND RETURN THE ENCLOSED PROXY CARD
IN ORDER  THAT THE  NECESSARY  QUORUM MAY BE  REPRESENTED  AT THE  MEETING.  THE
ENCLOSED ENVELOPE REQUIRES NO POSTAGE IF MAILED IN THE UNITED STATES.

- --------------------------------------------------------------------------------

                                        2
<PAGE>  5


                 SECURITY OWNERSHIP OF CERTAIN BENEFICIAL OWNERS
                               AND MANAGEMENT

         The following  table reflects the  beneficial  ownership of our Class A
Stock,  as of April 21, 2000 [i] by the only person we know to own  beneficially
more than five percent (5%) of our Class A Stock, [ii] by each of our directors,
[iii] by each of the named officers reflected in the Summary  Compensation Table
and [iv] by our directors and all of our executive  officers as a group.  Unless
otherwise indicated, we believe that each person named or included below has the
sole  voting and  investment  power with  respect to the amount of Class A Stock
listed.
<TABLE>
<CAPTION>

<S>   <C>                                          <C>                              <C>

                                                           OWNERSHIP OF CLASS A STOCK
                                                                                  PERCENT OF
      SHAREHOLDER                                    SHARES                         CLASS

Darrell R. Wells<F1>
Suite 310, 4350 Brownsboro Road
Louisville, Kentucky  40207                          955,322<F2>                    54.24%

John H. Harralson, Jr.                               12,468                            *
Lane A. Hersman                                       3,700                            *
Frank T. Kiley                                       24,303                          1.38%
Charles A. Mays                                       2,500                            *
Earle V. Powell                                      16,465                            *
Thomas G. Ward                                       24,169                          1.37%
Margaret A. Wells<F1>                               955,322<F2>                     54.24%
Brent L. Nemec                                         0                               *
Stephen L. Marco                                        100                            *
Robert N. Greenwood                                   2,979                            *
14 Directors and Executive Officers as a Group    1,042,663                         59.19
</TABLE>

- ------------------
*    Less than 1%.
<F1> Darrell R. Wells is the  husband of  Margaret  A. Wells.  Under the federal
securities  laws, a person is presumed to be the beneficial  owner of securities
held by members of the person's  immediate  family  sharing the same  household.
Accordingly,  the shares  reported as  beneficially  owned by Mr.  Wells and Ms.
Wells are the same shares.

<F2> Mr. Wells shares voting and investment  power with respect to 67,315 shares
of the Class A Stock. Frank T. Kiley, who beneficially owns 24,303 shares of the
Class A Stock,  may be  deemed  to be  affiliated  with Mr.  Wells  for  certain
purposes.


                                   PROPOSAL 1

                              ELECTION OF DIRECTORS

         At the Annual  Meeting,  a full Board of  Directors  will be elected to
serve until the next Annual Meeting of Shareholders  and until their  respective
successors  are elected and qualify.  Under the Company's  Bylaws,  the Board of
Directors consists of eight (8) persons.

        The persons named on the enclosed  proxy card intend to vote the proxies
for the election of each of the eight nominees, unless you indicate on the proxy
card that your vote should be withheld from any or all such nominees, subject to
the matters  described in  "Discretionary  Authority in Election of  Directors,"
below.  The Board of Directors has  nominated  John H.  Harralson,  Jr., Lane A.
Hersman,  Frank T.  Kiley,  Charles A. Mays,  Earle V.  Powell,  Thomas G. Ward,
Darrell R. Wells and  Margaret A. Wells for  election as  directors.  All of the
nominees were elected at the 1999 Annual Meeting of Shareholders and in previous
years as shown in the following table.  The terms of all present  directors will
expire at the conclusion of the election of directors at the Annual Meeting. All
of the nominees  have agreed to serve if elected.  If there are more nominees at
the Annual  Meeting than there are  directorships,  the nominees  receiving  the
highest number of votes will be elected to the available directorships.

                                       3

<PAGE>  6

<TABLE>
<CAPTION>


<S>       <C>                                    <C>                        <C>
                                                  DIRECTOR                   PRINCIPAL OCCUPATION(S) OR
          NAME, AGE, AND PRESENT                   OF THE                       EMPLOYMENT(S) DURING
        POSITIONS WITH THE COMPANY                COMPANY                      PAST FIVE OR MORE YEARS
    AND THE INSURANCE SUBSIDIARIES <F1>            SINCE                    AND CERTAIN DIRECTORSHIPS<F2>


John H. Harralson, Jr.                              1990          Publisher, Southern Publishing d/b/a The Voice
72                                                                Tribune (suburban newspaper publishing),
Director of the Company                                           Louisville, Kentucky
and the Insurance Subsidiaries

Lane A. Hersman                                     1995          Present principal positions with the Company and
48                                                                Citizens Security since July, 1995; formerly
Executive Vice President and Chief                                senior financial management positions with the
Operating Officer and Director of the                             Company since 1991 and Citizens Security since
Company; President and Chief Executive                            1988
Officer and Director of the Insurance
Subsidiaries

Frank T. Kiley                                      1990          Principal, Security Management Company
53                                                                (investments and investment management),
Director of the Company                                           Louisville, Kentucky

Charles A. Mays                                     1994          Executive Vice President and Chief Financial
61                                                                Officer, Commonwealth Bank and Trust Company,
Director of the Company                                           Louisville, Kentucky
and the Insurance Subsidiaries

Earle V. Powell                                     1990          Retired; Trustee, Kentucky Teachers Retirement
83                                                                Board
Director of the Company
and the Insurance Subsidiaries

Thomas G. Ward                                      1990          President, Third Kentucky Cellular Corporation
62                                                                (telecommunications), Lexington, Kentucky;
Director of the Company                                           President, Texas 5 Corporation
and the Insurance Subsidiaries                                    (telecommunications), Lexington, Kentucky

Darrell R. Wells                                    1990          General Partner, Security Management Company
57                                                                (investments and investment management),
President and Chief Executive Officer,                            Louisville, Kentucky.  Director, Churchill Downs
Director and Chairman of the Board of the                         Incorporated and Jundt Growth Fund
Company

Margaret A. Wells                                   1993          Homemaker and civic volunteer
53
Director of the Company

</TABLE>

- -------------------------
<F1> The Company's  Insurance Subsidiaries are Citizens  Security Life Insurance
Company  ("Citizens  Security"),  the Company's  corporate  predecessor;  United
Liberty Life  Insurance  Company  ("United  Liberty");  and  Kentucky  Insurance
Company  ("Kentucky  Insurance").

<F2>  Directorships  in  publicly-held  companies  other  than the  Company,  in
registered  investment  companies and, in the case of certain  directors,  other
organizations deemed material by them.

                                        4



<PAGE>  7

                          BOARD MEETINGS AND COMMITTEES

         Our Board of Directors  held five  meetings  during  1999.  Each of the
directors attended at least 75% of the total number of meetings of the Board and
the committees on which such director served.

         Our Board of  Directors  has  delegated  certain  functions to standing
committees of the Board  including the Executive and Audit  committees.  We have
not established  standing  nominating or  compensation  committees or committees
performing similar functions.

THE EXECUTIVE COMMITTEE:   Held two meetings in 1999.

         CURRENT MEMBERS:  Messrs. Wells, Hersman,  Kiley and Mays.

         FUNCTIONS:        This committee  is authorized to perform  all  of the
                           functions  of the  Board  except  as  limited  by the
                           Company's Articles of Incorporation and Bylaws and by
                           certain provisions contained in the resolution of the
                           Board creating the Executive Committee.

THE AUDIT COMMITTEE:       Held one meeting during 1999.

         CURRENT MEMBERS:  Ms. Wells and Messrs. Harralson, Kiley, Mays, Powell,
                           Ward and  Wells.

         FUNCTIONS:        This committee  makes  recommendations  to  the Board
                           with  respect  to  the   selection   of   independent
                           accountants;  the  review and scope of  internal  and
                           independent  audit   arrangements;   the  independent
                           accountants'  suggestions for strengthening  internal
                           accounting  controls;   matters  of  concern  to  the
                           Committee, the independent accountants, or management
                           relating to our financial statements or other results
                           of  the  annual   audit;   the  review  of   internal
                           accounting procedures and controls with our financial
                           and  accounting  staff;  and the review of  financial
                           statements   and  other   financial   information  we
                           publish.

                DISCRETIONARY AUTHORITY IN ELECTION OF DIRECTORS

         We expect each  nominee for election as a director to serve if elected.
If any  nominee is not able to serve,  the persons  named on the proxy card,  or
their  substitutes,  reserve the right to vote for a substitute nominee selected
by our Board of Directors.  In addition, if any shareholder or shareholders vote
their shares for the election of a director or directors other than the nominees
named above, the persons named on the proxy card, or their substitutes,  reserve
the right to vote  cumulatively  for some number  less than all of the  nominees
named above or any substitute nominees, as they may choose.

         If for any  reason  more than eight (8) people are to be elected to our
Board of Directors,  the persons named on the proxy card, or their  substitutes,
may not vote for more than eight (8) nominees. If for any reason less than eight
(8) persons  are to be elected  directors,  they  reserve the right to vote such
shares for a reduced  number of nominees  from among those named  above,  or any
substitute nominees.

                              DIRECTOR COMPENSATION

         Each member of the Board of Directors  who is not a full-time  employee
of the Company or its  subsidiaries or who is not otherwise  compensated as such
receives a fee of $1,900 per quarter if he or she  attends  all  meetings of the
Board of Directors. Five hundred dollars is deducted from each quarterly payment
for each meeting missed by the director for that quarter.

                                        5

<PAGE>  8

                        EXECUTIVE OFFICERS OF THE COMPANY

         Our executive officers,  as listed below, are elected annually to their
executive offices and serve at the pleasure of our Board of Directors.
<TABLE>
<CAPTION>



<S>         <C>                            <C>                                    <C>


                                   PRESENT POSITIONS WITH THE COMPANY        PRINCIPAL OCCUPATION(S) OR EMPLOYMENT(S)
    NAME/AGE                         AND THE INSURANCE SUBSIDIARIES <F1>          DURING PAST FIVE OR MORE YEARS


Darrell R. Wells                  President and Chief Executive Officer,     General Partner, Security Management
57                                Director and Chairman of the Board of      Company (investments and investments
                                  the Company                                management), Louisville, Kentucky

Lane A. Hersman                   Executive Vice President and Chief         Present principal positions with the
48                                Operating Officer and Director of the      Company and with Citizens Security
                                  Company; President and Chief Executive     since July, 1995; formerly senior
                                  Officer and Director of the Insurance      financial management positions with
                                  Subsidiaries                               the Company since 1991 and with
                                                                             Citizens Security since 1988

Robert N. Greenwood               Vice President, Operations, of the         Present position with the Company
65                                Company; Senior Vice President,            since 1992 and with Citizens Security
                                  Operations, of Citizens Security and       since 1989
                                  United Liberty

James L. Head                     Vice President, Administration, of the     Present positions with the Company
66                                Company; Senior Vice President,            since 1992 and with Citizens Security
                                  Administration, of Citizens Security and   since 1990
                                  United Liberty

Stephen L. Marco                  Vice President and Chief Actuary of the    Present positions with the Company
49                                Company; Senior Vice President and Chief   since 1993 and with Citizens Security
                                  Actuary of Citizens Security and United    since 1992
                                  Liberty

Paul M. Marquess                  Vice President, Agency, of the Company;    Present positions with the Company
62                                Senior Vice President, Agency, of          and Citizens Security since 1996;
                                  Citizens Security and United Liberty       formerly Manager, Management
                                                                             Development, Agency Group, Providian
                                                                             Corporation (insurance holding
                                                                             corporation)

Brent L. Nemec                    Vice President, Accounting and Chief       Present positions with the Company
45                                Financial Officer, and Treasurer of the    and Citizens Security since 1996;
                                  Company; Senior Vice President,            formerly Second Vice President,
                                  Accounting and Chief Financial Officer,    Financial Reporting, Agency Group,
                                  and Treasurer of the Insurance             Providian Corporation (insurance
                                  Subsidiaries                               holding corporation)

Tonya G. Crawford                 Vice President, Pre-Need, of the Company   Present position with the Company
37                                and Senior Vice President, Pre-Need of     since February, 1999 and with
                                  Citizens Security and United Liberty       Citizens Security since November,
                                                                             1998; formerly Director of Operations
                                                                             of United Liberty (acquired by
                                                                             Citizens Security in 1998)

- -------------------------
</TABLE>

<F1> The Company's  Insurance Subsidiaries are Citizens  Security Life Insurance
Company  ("Citizens  Security"),  the Company's  corporate  predecessor;  United
Liberty Life  Insurance  Company  ("United  Liberty");  and  Kentucky  Insurance
Company ("Kentucky Insurance").

                                        6

<PAGE>  9

                             EXECUTIVE COMPENSATION

         The following  table  provides a profile of our executive  compensation
and shows,  among other things,  salaries and bonuses paid during the last three
years for our President and Chief  Executive  Officer and each of the four other
most highly compensated executive officers of the Company.

<TABLE>
<CAPTION>

                                                   SUMMARY COMPENSATION TABLE

                                                     ANNUAL COMPENSATION

<S>   <C>                                  <C>         <C>         <C>         <C>                 <C>
                                                                                  OTHER
      NAME AND PRINCIPAL POSITIONS                                                ANNUAL            ALL OTHER
            WITH THE COMPANY                YEAR       SALARY       BONUS      COMPENSATION      COMPENSATION<F3>

Darrell R. Wells, President and Chief       1999        $      0     $    0         $0                $    0
Executive Officer and Chairman of the       1998        $      0     $    0         $0                $    0
Board<F1>                                   1997        $      0     $    0         $0                $    0

Lane A. Hersman, Executive Vice             1999        $118,412     $1,000         $0<F2>            $3,673
President and Chief Operating Officer       1998        $109,779     $    0         $0<F2>            $2,933
and Director                                1997        $108,354     $    0         $0<F2>            $2,276

Brent L. Nemec, Vice President,             1999        $103,289     $1,000         $0                $3,131
Accounting and Chief Financial Officer      1998        $ 96,208     $    0         $0                $2,578
and Treasurer                               1997        $ 94,700     $    0         $0                $1,985

Stephen L. Marco                            1999        $101,816     $1,000         $0                $3,450
Vice President and Chief Actuary            1998        $ 94,946     $    0         $0                $2,544
                                            1997        $ 93,701     $    0         $0                $1,962

Robert N. Greenwood                         1999        $100,924     $1,000         $0                $3,124
Vice President, Operations                  1998        $ 94,362     $    0         $0                $2,516
                                            1997        $ 93,126     $    0         $0                $1,937

- -------------------------
</TABLE>

<F1> Mr. Wells has not received any salary or bonus for serving as an officer in
a part-time capacity.

<F2> Other Annual  Compensation  consists of personal use of an automobile.  The
aggregate  cost to us of such  personal  benefits  did not  exceed the lesser of
$50,000 or 10% of the annual salary received by Mr. Hersman.

<F3> The amounts shown in this column  represent  Company  contributions  to the
Company's 401(k) plan and term life insurance premiums, as follows:
<TABLE>
<CAPTION>

<S>                         <C>               <C>                 <C>                <C>           <C>

                            Mr. Wells         Mr. Hersman          Mr. Nemec         Mr. Marco      Mr. Greenwood

401(K)
     1999                       $0               $2,235              $1,870            $1,924           $1,907
     1998                       $0               $1,556              $1,363            $1,345           $1,337
     1997                       $0               $1,083              $  947            $  937           $  931

LIFE INSURANCE PREMIUMS
     1999                       $0               $1,438              $1,261            $1,526           $1,217
     1998                       $0               $1,377              $1,215            $1,199           $1,179
     1997                       $0               $1,193              $1,038            $1,025           $1,006
</TABLE>


                              EMPLOYMENT AGREEMENTS

         Mr. Hersman,  Mr. Marco and Mr.  Greenwood have  employment  agreements
with the Company and Citizens  Security that provide for a severance  payment of
one year's  current salary unless such officer is terminated by reason of death,
voluntary  resignation,  or because such officer was  terminated  for "cause" as
described in the employment agreements.

               BOARD OF DIRECTORS REPORT ON EXECUTIVE COMPENSATION

         The Board of Directors,  other than Mr. Hersman,  sets the compensation
and  benefits of executive  officers of the Company at one of its meetings  held
after completion of the Company's  financial  statements for the preceding year.
The Board has not adopted a formal  compensation  policy and does not  regularly
employ  compensation  consultants.  In 1999,  the  only  material  component  of
executive  officer  compensation was salary,  in addition to benefits  generally
available to all employees.  The decision  process begins with a salary proposal
by Mr. Hersman for each executive  officer.  In general,  the Board intends that
salary  levels  will  be  near  the  median  for  executives   with   comparable
responsibilities  at comparable  companies in the insurance  industry,

                                        7

<PAGE>  10

although  reliable  industry data is difficult to obtain,  and that they will be
competitive with other opportunities  available to Company executives.  Salaries
are  indirectly  related  to  corporate  performance  in that  improved  Company
performance improves the climate for annual salary increases,  but no portion of
executive salaries is contingent upon meeting specific criteria. The Company has
not adopted a bonus plan or other incentive  compensation  plan,  other than the
1999 Stock Option Plan. No options have as yet been granted under the Plan.

         Mr. Wells, the Company's  president and chief executive  officer,  does
not receive any salary or bonus or benefits  generally  provided to employees of
the Company.  Mr. Wells is the Company's largest beneficial  shareholder and has
responsibilities  for various other businesses not otherwise  connected with the
Company.

                                                      John H. Harralson, Jr.
                                                      Frank T. Kiley
                                                      Charles A. Mays
                                                      Earle V. Powell
                                                      Thomas G. Ward
                                                      Darrell R. Wells
                                                      Margaret A. Wells


             SECTION 16(A) BENEFICIAL OWNERSHIP REPORTING COMPLIANCE

         Section  16(a) of the  Securities  Exchange  Act of 1934  requires  our
directors,  executive  officers  and 10% owners to file  reports of holdings and
transactions  in our  shares  with  the  SEC.  Based on our  records  and  other
information,  we believe that our directors,  executive  officers and 10% owners
met all applicable SEC filing requirements in 1999.


                                PERFORMANCE GRAPH

         This graph  compares our total  shareholder  returns with like data for
the Russell  2000 Index and the Center for Research in  Securities  Prices Total
Return  Industry  Index for Nasdaq  Insurance  Stocks.  The graph  assumes  $100
invested  at the per  share  closing  price of the  Class A Stock on the  Nasdaq
SmallCap  Market on December 31,  1994,  in Citizens  Financial  and each of the
indices.  All data  assumes  reinvestment  of  dividends.  The  Company  has not
historically paid dividends.

                        [Performance Graph appears here]


<TABLE>
<CAPTION>


<S>                                 <C>           <C>            <C>           <C>           <C>           <C>
                                    1994          1995           1996          1997          1998          1999
                                    ----          ----           ----          ----          ----          ----

Citizens Financial                $100.00        $105.94       $105.00       $120.00       $165.00       $220.00

Russell 2000 Index                $100.00        $128.44       $149.63       $183.09       $178.43       $216.35

Nasdaq Insurance Index            $100.00        $142.05       $161.92       $237.52       $211.58       $164.29

</TABLE>

                                        8

<PAGE>  11


                  COMPENSATION COMMITTEE INTERLOCKS AND INSIDER
                                  PARTICIPATION

         The  members  of the  Board of  Directors  participating  in  executive
compensation  decisions are John H. Harralson,  Jr., Frank T. Kiley,  Charles A.
Mays, Earle V. Powell,  Thomas G. Ward,  Darrell R. Wells and Margaret A. Wells.
Mr.  Wells is a current  executive  officer of the  Company  and Mr.  Powell was
president of Citizens Security until his retirement in 1989.

         Mr. Wells has  responsibilities  for other  businesses  including those
that employ Mr. Kiley and Mr. Mays, and either determines or participates in the
determination  of the  compensation  received  by  them  from  their  respective
employers.

         Mr. Wells and Mr. Kiley are  affiliated  with other  entities  that are
involved in continuing  transactions  with the Company.  These  transactions are
described in the next section.


                  CERTAIN TRANSACTIONS INVOLVING DIRECTORS AND
                               EXECUTIVE OFFICERS

         Darrell R. Wells, the Company's  president and chief executive officer,
provides us with securities  portfolio  management services under contracts with
us and our  insurance  subsidiaries  through SMC  Advisors,  Inc., an investment
advisor entity of which he is the principal  officer,  a director,  and the sole
shareholder.  The contracts with SMC Advisors provide for us to pay annual fixed
fees plus incentive compensation equal to five percent (5%) of any net gain from
net realized and net  unrealized  capital gains and losses in the bond and stock
portfolios of the Company and our individual insurance  subsidiaries during each
year.  The fees we  incurred  under these  contracts  last year were as follows:
fixed fees of $39,000 (0.03% of average cash and invested  assets for the year);
and incentive  fees of $617,524  (0.54% of average cash and invested  assets for
the year) on realized and unrealized capital gains of $12,350,480. Any excess of
net  realized and  unrealized  capital  losses over net realized and  unrealized
capital gains at the end of a year is not carried  forward to the next year. The
contracts provide for automatic  renewal for successive  one-year periods unless
we or SMC Advisors  notifies the other, at least 30 days prior to the end of the
contract period, that we or it intends to terminate the contract.  The contracts
have been renewed for 2000.  The  contracts are also subject to  termination  in
certain events of default or insolvency.  Portfolio  investments  are limited to
investments that comply with the Kentucky Insurance Code and regulations and the
overall investment policies of the Company and our insurance subsidiaries.

         Insurance laws require the Company to deposit portions of its assets in
bank  custodial  accounts for the  protection  of  policyholders.  The Company's
principal  custodian  for such  statutory  deposits  and other  assets is Shelby
County Trust Bank,  which is controlled  by Mr. Wells.  The fees we pay the bank
are based on the amount of assets held.  In 1999, we paid $85,396 in fees to the
bank. Mr. Kiley is a director of the bank.

         Our subsidiary  Corporate Realty Service,  Inc. manages our home office
building,  as well as two office  buildings owned by partnerships  controlled by
Mr. Wells.  These  partnerships  pay management fees to Corporate Realty Service
based upon a percentage of rental income and leasing commissions  according to a
prescribed  schedule,  and also reimburse  certain salary  expenses of Corporate
Realty  Service.  During 1999, the  partnerships  paid Corporate  Realty Service
$52,674 in management fees, $21,030 in leasing commissions and $40,924 in salary
reimbursement. Mr. Kiley also owns interests in the partnerships.


                                  OTHER MATTERS

         We are not aware of any other matters  requiring a vote of shareholders
at the Annual Meeting (except for procedural matters),  and we do not expect any
such other matters to arise. If, however,  any such other matters are presented,
the persons named on the enclosed proxy card, or any  substitutes,  will vote on
these matters according to their judgment of the best interests of the Company.


                                        9

<PAGE>  12


                         INDEPENDENT PUBLIC ACCOUNTANTS

         On November 10, 1999, our Board of Directors  approved the  appointment
of Ernst & Young, LLP as our independent  public accountants and auditors of our
financial  statements for the year ending December 31, 1999.  Ernst & Young, LLP
has conducted the audits of the Company since its  organization  in 1990 and has
conducted the audits of our predecessor  Citizens Security since 1989. The Board
of Directors ordinarily selects our independent  certified public accountant and
auditor in the last half of the year.  It has not yet made a  selection  for the
current year.

         We expect that a  representative  of Ernst & Young, LLP will be present
at the Annual  Meeting,  will have the  opportunity  to make a statement  if the
representative desires to do so, and will be available to respond to appropriate
questions.


                              FINANCIAL STATEMENTS

         Our most recent annual  financial  statements are contained in the 1999
Annual Report to Shareholders,  which may be enclosed with this proxy statement.
You may  obtain  additional  copies  of the  Annual  Report  by  writing  to the
President,  The  Marketplace,  Suite 300, 12910  Shelbyville  Road,  Louisville,
Kentucky 40243. Although enclosed, you should not consider the Annual Report and
such  financial  statements  as part of this proxy  statement  because we do not
consider the information  contained in the Annual Report or financial statements
material  for  purposes  of  exercising  your  judgment  regarding  the  matters
considered at the May 25, 2000 meeting.


                            PROPOSALS BY SHAREHOLDERS

         If you wish to  include a  proposal  in the Board of  Directors'  proxy
statement  and form of proxy for  presentation  at the 2001  Annual  Meeting  of
Shareholders,  your  proposal  must be  received  by the  Company not later than
December 29, 2000.  Any other  proposal that you intend to bring before the 2001
Annual  Meeting of  Shareholders  must be received by the Company not later than
March  14,  2001.  All such  proposals  should be sent to the  Secretary  of the
Company at The  Marketplace,  Suite 300,  12910  Shelbyville  Road,  Louisville,
Kentucky 40243.


                               GENERAL INFORMATION

         Our Board of  Directors  is  conducting  this  solicitation  of proxies
primarily by mail. We will bear the costs of the solicitation, which may include
reimbursement to brokerage firms and others for expenses  involved in forwarding
this solicitation  material for the Annual Meeting to you and other shareholders
on our behalf. Certain officers, directors, and regular employees of the Company
may also  solicit  proxies  on  behalf  of the  Board of  Directors  by means of
telephone calls,  personal interviews,  and mail at no additional expense to the
Company,  except  any  actual  out-of-pocket  communications  charges  that,  if
incurred, are not expected to exceed $500.

         Whether  or not you plan to attend  the Annual  Meeting,  please  mark,
sign, date and promptly return the enclosed proxy in the enclosed  envelope.  No
postage is required for mailing in the United States.

                                      By Order of the Board of Directors,



                                      DARRELL R. WELLS
                                      PRESIDENT AND CHIEF EXECUTIVE OFFICER




                                       10

<PAGE> 13




                           APPENDIX TO PROXY STATEMENT
                               FORM OF PROXY CARD

                                     (Front)

PROXY

                         CITIZENS FINANCIAL CORPORATION
               PROXY SOLICITED ON BEHALF OF THE BOARD OF DIRECTORS
                    FOR SHAREHOLDERS MEETING ON MAY 25, 2000


         The undersigned hereby appoints James L. Head and Len E. Schweitzer and
each or either of them, as true and lawful  agents and proxies,  with full power
of  substitution  in each, to represent the  undersigned  in all matters  coming
before the 2000 Annual Meeting of Shareholders of Citizens Financial Corporation
to be held at the office of the  Company,  The  Marketplace,  Suite  300,  12910
Shelbyville Road,  Louisville,  Kentucky on Thursday,  May 25, 2000 at 4:00 p.m.
Eastern  Daylight Time,  and any  adjournments  thereof,  and to vote all shares
owned of record by the undersigned as follows:


         1.       ELECTION OF DIRECTORS
                  Nominees: John H. Harralson, Jr., Lane A. Hersman,
                  Frank T. Kiley, Charles A. Mays, Earle V. Powell,
                  Thomas G. Ward, Darrell R. Wells and Margaret A. Wells.

                  [ ] VOTE FOR all nominees  listed above,  except vote withheld
                      from the following nominees (if any):

                   -------------------------------------------------------------

                  OR

                  [ ] VOTE WITHHELD from all nominees listed above.

         2.       OTHER MATTERS
                  In their discretion, to vote with respect to any other matters
                  that may come before the Meeting or any adjournments  thereof,
                  including matters incident to its conduct.

         WHEN  PROPERLY  EXECUTED,  THIS  PROXY  WILL  BE  VOTED  IN THE  MANNER
SPECIFIED ABOVE BY THE SHAREHOLDER.  TO THE EXTENT CONTRARY  SPECIFICATIONS  ARE
NOT GIVEN,  THIS PROXY WILL BE VOTED FOR THE NOMINEES LISTED IN ITEM 1, WITH THE
DISCRETIONARY AUTHORITY SET FORTH IN THE ACCOMPANYING PROXY STATEMENT.

                    PLEASE DATE AND SIGN ON THE REVERSE SIDE






<PAGE>  14


                                     (Back)


                                          Dated:_________________________, 2000
PLEASE SIGN EXACTLY AS
NAME APPEARS BELOW                        ____________________________Signature

                                          ____________________________Signature

                                          (JOINT OWNERS SHOULD EACH SIGN.
                                          ATTORNEYS-IN-FACT, EXECUTORS,
                                          ADMINISTRATORS, CUSTODIANS, PARTNERS,
                                          OR CORPORATION OFFICERS SHOULD GIVE
                                          GIVE FULL TITLE).





                    PLEASE DATE, SIGN, AND RETURN THIS PROXY
                       IN THE ENCLOSED ENVELOPE PROMPTLY.
                        NO POSTAGE IS NECESSARY IF MAILED
                              IN THE UNITED STATES.




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