Supporting You Through Turbulent Times03/18/2020


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The following letter was sent from Cetera CEO, Adam Antoniades, to all affiliated advisors on 3/18/20.

Our relationship with you is at the heart of who we are as a company. Nothing is more important than your health and well-being and that of your extended families, our clients, employees and business partners. With that in mind, I want to assure you that we are doing everything within our ability to serve you without any disruption to your business and help you, in turn, best serve your clients as you address the current market volatility.

Continuity of Service

We have established a dedicated Enterprise Incident Management Team above and beyond our usual Business Continuity Planning team for crisis management and mitigation. We are closely following authorities’ guidance and taking steps necessary to ensure our employees, processes, partners and technologies remain capable of providing reliable, uninterrupted service, including:

  • Enacting a work-from-home policy for our employees
  • Continuing to take all the necessary precautions to ensure our few employees who need to work in the office have a healthy work environment
  • Encouraging our employees to closely monitor their health and well-being
  • Remaining in communication with our vendors and corporate neighbors to ensure they, too, are preparing for possible business disruptions

We’re also here to help you ensure your business continues with limited disruptions with your clients. We’ve built a COVID-19 Resources page where we are consolidating information to help support your business and client interactions. The site will continue to grow and currently houses:

  • Virtual meetings toolkit
  • Turnkey client-facing materials
  • Market commentary
  • Frequently Asked Questions, covering business continuity planning procedures, daily operations, compliance, and more
Navigating Market Volatility with Your Clients

Our Cetera Investment Management team led by Chief Investment Officer Gene Goldman continues to produce insightful market commentary every day for you and your clients. On our COVID-19 Resources page you will find client letters addressing market volatility, market performance during past viral outbreaks, the team’s strategic and tactical asset allocation and SetIncome™ models, and more.

Additionally, we’re setting up weekly calls for you with Gene. Call details—and replay information—will be posted on the COVID-19 Resources page and on your workstation.

You can follow Gene and team on Twitter (@CeteraFinancial).

Looking Ahead

Be assured that Cetera is financially healthy, and we have a fiscally strong and stable partner in Genstar who is committed to our success. As part of our ongoing fiscal discipline we engage in resiliency planning that contemplates significant market declines. We’ve weathered them in the past, and we’re taking the steps necessary to minimize impact to our bottom line while continuing to provide the service and support you need. These are the times when we shine; when we lean into our purpose. Difficult times bring to light the value that we deliver to you, and that you deliver to your clients, each and every day.

Our commitment is to ensure that you have everything you need to deliver an Advice-Centric Experience® to your clients. They are leaning on you more than ever. We invite you to lean on us. Together we’ll find a way to grow more, achieve more and become more even during the most difficult times.

Thank you for your continued trust and partnership,

Adam Antoniades


Adam Antoniades

Chief Executive Officer


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