About Cetera

Cetera was formally established in February 2010 when ING Group sold three broker-dealers to an investment fund managed by Lightyear Capital LLC, a private equity firm specializing in financial services. Though 2010 is the birth of Cetera, our history stretches back much further: Cetera Advisors and Cetera Financial Specialists were founded in 1981, Cetera Advisor Networks in 1983, Cetera Investment Services in 1984, and First Allied in 1994. While names have changed over time, our commitment to independent financial advice and personal connections hasn’t.

Genstar Capital assumed majority ownership of Cetera Financial Group and our network of broker-dealers in 2018. It has a long track record of helping companies accelerate success—much like how we partner with our advisors and institutions to help them expand their services and enhance their delivery of financial advice. Genstar provides us with the resources to make sustainable long-term investments in the areas that matter most to those we serve.

Cetera is headquartered in El Segundo, CA, with other main office locations in San Diego, CA; Denver, CO; Schaumburg, IL; and St. Cloud, MN. Our Cetera Investors division has a nationwide network of approximately 40 branches, and our independent advisors have offices in all 50 states.

The Advice-Centric Experience is a framework we use to empower financial advisors to deliver more value and better serve a rapidly changing investor. Now more than ever, financial advisors must provide a more personalized, comprehensive level of service that proves its worth on the balance sheet. The Advice-Centric Experience defines how we demonstrate and elevate that value.

We support around 8,000 financial professionals, including independent advisors, teams and ensemble organizations, institutional advisors, and branches.

Cetera is comprised of five broker-dealers: Cetera Advisors, Cetera Advisor Networks, Cetera Financial Specialists, Cetera Investment Services, and First Allied Securities. Cetera Investors is a division of Cetera Investment Services. Each broker-dealer has its own unique business focus and specialized support. You can learn more about our broker-dealers by clicking here.

All broker-dealers are members of the Securities Investor Protection Corporation (SIPC) and the Financial Industry Regulatory Authority (FINRA), and we have a robust team of compliance professionals who, on a timely basis, will review requests, examine books and marketing materials, and keep our financial advisors informed of regulatory change to help them effectively manage risk and stay focused on clients.

Cetera uses Pershing LLC for clearing solutions to deliver an efficient experience. Additionally, in 1991, Cetera Investment Services became the first broker-dealer in the institutional space to become self-clearing.

Engaging with Media

Yes. If you’re a member of the media, you can contact our public relations agency, Finn Partners, at cetera@finnpartners.com.

For Financial Advisors

We’ll help you. When you work with our Business Development team, you’ll share more about you, your business, and your specific goals, and then your team member will guide you toward the best fit within our network. They’ll introduce you to different home office team members and currently affiliated advisors to help you get the best picture of what working with each broker-dealer is like.

Yes. We offer industry-competitive payouts of over 90%. For more detailed information, you can speak directly with our Business Development team at 800.336.8842.

Every transition is different, and you’ll be partnered with a transition specialist who will guide you through every step of the way. From account movement preparation to tech setup, we’ve got you covered. Our process aims to have 90% of your business fully transitioned within 90 days of your affiliation.

Your Business Development team member will be with you from when you first start the conversation with us to your transition, answering any questions you may have and connecting you with home office resources. Your Transitions team member will be there starting in the weeks before your affiliation date so you’ll be prepared for your move.

Yes. In your conversations with the Business Development team, it may be determined you’d fit best within one of our independent advisor’s offices or an ensemble organization. We’ll connect you with the leaders of those offices so you can get to know them, their culture, and their business goals and then help you find the right fit for you.

Yes. If your business growth strategy includes recruiting new advisors or growing through acquisitions, our Business Development team and Business Consulting Group can work with you to define your recruitment plan, connect you with advisors or offices, and offer ongoing support.

Yes. Our Legacy Builder program is designed to safeguard against the unexpected and give you control over the future of your business. You’ll work with our Business Consulting Group to create your continuity and succession plans, and receive guidance on how you can maximize the value and eventual purchase price of your business. And if you’re looking to grow through acquisitions, you can become part of the Qualified Buyer portion of the program to be matched with sellers within our network.

Everything we offer is designed to help you get to know your clients more deeply so you can serve them better. From a technology platform that keeps you and your clients in sync (even when you’re out of the office) to business coaching to automated marketing and advanced planning solutions, you’re covered.

Yes. Our experienced Advisory Business Consulting team delivers support and specialized guidance on all areas of your advisory business, whether you’re just starting out or have been doing it for years. They’ll help with platform and program information, comparison, and differentiation; manager and strategist overviews; sales and marketing support; and more.

Yes. Our automated marketing platform, MarketingCentral by Cetera®, is a comprehensive platform designed for your marketing needs. With MarketingCentral, you can easily execute email campaigns, post to social media, host events, print branded materials, utilize presentations, and build customized marketing communications. You’ll have access to an enhanced library of compliance-approved content to improve your client and prospect communications and keep yourself top of mind.

We offer numerous opportunities to help you keep pace with changes to our profession and surpass your clients’ needs. All of our consulting teams are available to help you refine specific areas of your business, and we offer live workshops and conferences and on-demand training throughout the year.

Working with a Cetera-Affiliated Financial Advisor

It starts with a simple question: What are your life goals? Cetera financial advisors work with you to make a customized plan based on your unique priorities and timeline to put you on the path to reach them. Depending on their specialty, your financial advisor can help you with:

• Asset allocation
• Retirement planning
• Cash management
• Education funding
• Long-term care planning
• Trust services
• Overall wealth management
• Giving strategies
• Home and education planning
• And more

Cetera-affiliated financial advisors are licensed professionals who are required to sit for an examination, take ongoing continuing education courses, and have background and fingerprint checks. They are registered in any states where they do business and are subject to credit checks and regular auditing to ensure they are compliant. Our financial professionals also must attend annual compliance trainings so they are up to date on regulatory matters. All firms are members of the Securities Investor Protection Corporation (SIPC) and the Financial Industry Regulatory Authority (FINRA), which provide greater oversight.

Working for Cetera

Current job postings are available on our Career Portal— click here to view them.

They’re connected to our mission to help financial professionals and their clients pursue what more means to them—hear from them directly here.
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Looking to be part of something more? Get in touch to learn about the benefits of affiliating with Cetera and start taking the next steps to a stronger future.