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Technology > Investment Platforms

Cetera Adds Direct, Custom Indexing to Advisory Platform

By Jeff Berman

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Cetera Financial Group enhanced its My Advice Architect advisory platform with a new Manager Program offering, the firm said Thursday.

The new program “empowers advisors to provide portfolio personalization at scale through direct or custom indexing capabilities designed to address specific tax management needs,” the company said in a news release.

Included are a wide variety of tools that Cetera said will help advisors “build more sophisticated and resilient client portfolios by employing strategies” including values-based investing, automatic tax-loss harvesting and wider access to institutional asset management.

Almost $100 billion of Cetera’s advisory assets are now on MAA, its fastest-growing advisory platform since launching in 2017, the firm said, noting those assets are from various programs and services offered by Cetera, from turnkey advisory programs to billing and reporting services.

Overall, Cetera oversaw about $322 billion in assets under administration and $115 billion in assets under management as of Dec. 31, it said.

Advisors who use MAA as their main advisory platform report “exponential business growth, increasing their assets faster on average compared to advisors only leveraging an older advisory platform at Cetera,” the company said. MAA offers access to several Cetera advisory programs via a web-based interface and provides flexibility and control to how advisors implement investment solutions for clients, according to the firm.

Initial feedback from advisors to the new Manager Program has been positive, according to Kerry Pierce, head of investment solutions at Cetera.

“At Cetera, we are constantly identifying and delivering the latest tools and resources to help our advisors best serve their clients and manage their business,” she said in a statement. “MAA puts advisors ahead of the game when it comes to portfolio construction and holistic client capabilities, and the Manager Program delivers new features that are resonating with our advisors.”

Cetera intends to continue evolving its “investment solutions to meet the changing needs of our advisors and their clients,” she added.

(Image: Shutterstock)

Jeff Berman

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