June 24, 2010

Cetera Launches Advisory Platform to Enhance Wealth Management

The new system's flexibility facilitates customization

Cetera Financial Group announced on Friday, June 18, that it has successfully rolled out AdvisoryOnline 2.0 to its independently managed broker/dealers, Financial Network Investment Corp. and Multi Financial Securities Corp.

Cetera said that AdvisoryOnline 2.0 gives investment advisor representatives of the two broker/dealers a single source relationship and portfolio management dashboard able to deliver advancements in flexibility, analytics and risk controls. The statement reported gains in both efficiency and confidence among advisors using the new platform, freeing them to focus more on client relationships and less on systems.

Using the platform, advisors can sculpt their clients' advisory data through ready-made reports, custom searches and data dashboards that can be exported to Microsoft Excel. AdvisoryOnline 2.0 uses Advent Software's Advent Portfolio Exchange software customized for Cetera. According to the statement, the software is the latest third-party application to be fully integrated into SmartWorks, Cetera's technology workstation that gives advisors access to a suite of financial planning and business-management software.

"Advisors have been asking for an advisory reporting platform that is feature-filled but is also flexible enough to be tailored to the unique needs of each independent practice," Barnaby Grist, Cetera's executive vice president of wealth management, said in the statement. "AdvisoryOnline 2.0 is both." He said advisors can run more than 100 reports in the new system, and can take advantage of its flexibility to customize reporting for clients or a personalized dashboard to help them efficiently get a snapshot view and drill-down capabilities across their client base.

Cetera's statement said that earlier this year, the firm had tasked Grist with leading the strategic expansion of its comprehensive wealth management services. These include advisory platform expansion, product research and due diligence, field marketing support, strategic relationship management and practice management.

Michael S. Fischer (msf7@columbia.edu) is a New York-based financial writer and editor and a frequent contributor to WealthManagerWeb.com.

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