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Cetera Rolls Out New Advisor Growth Program

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What You Need to Know

  • Growth360 is a new peer-based benchmarking methodology and strategic framework.
  • The initiative was developed to help advisors expand their practices, Cetera says.
  • The new program is headed by longtime Cetera executive Jon Anderson, who previously served as head of retirement.

Cetera Financial Group on Tuesday launched Growth360, a peer-based benchmarking methodology and strategic framework that the firm said will help advisors expand their practices.

The program will enable Cetera affiliates to learn from and incorporate the business strategies used by their fastest-growing colleagues by pairing advisors with specific growth partners, the company said in its announcement.

“This will empower Cetera financial professionals to identify high-impact growth levers and implement an action plan that is aligned with their broader business goals,” Cetera explained in a statement.

The new program is headed by longtime Cetera executive Jon Anderson, who previously served as the company’s head of retirement and was appointed in July to oversee the Growth360 initiative.

“Cetera has long led the industry in providing a superior suite of tools, resources and subject matter experts to help our affiliates grow,” according to Anderson.

“Growth360 brings those comprehensive resources together into an actionable and cohesive framework for meeting our financial professionals where they are and enabling them to drive measurable business growth, completely informed by their fastest growing peers,” he said in a statement.

As announced at the firm’s Connect21 virtual conference in September, Phase I of Growth360 will focus on best practices for organic growth or new business with an emphasis on client acquisition, conversion onboarding and wallet share.

Participants will be supported by designated growth officers, who Cetera said will provide ongoing coaching, strategy and score-based assessment tools to gauge where the strongest organic growth opportunities lie for their businesses.

Participants and growth officers will also have access to an extensive library of organic growth guides and other growth resources through advisor workstations and the program’s dedicated portal, Cetera said.

“The business of financial advice continues to undergo massive change, and we want to ensure our financial professionals are well positioned to deliver the Advice-Centric Experience ® to a growing range of clients,” according to Andy Gill, Cetera chief strategy and execution officer.

“Growth360 will give Cetera-affiliated professionals the ability to collaborate with their peers to identify and prioritize specific areas of growth opportunity, and to implement a strategy to seize that opportunity as it best suits their business,” he said in a statement,

Cetera oversaw $340 billion in assets under administration and $119 billion in assets under management as of June 30.

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