Cetera Financial Group has entered into a strategic partnership with Wealth.com to provide its 12,000 advisors with more advanced and efficient estate planning capabilities.
The move makes Wealth.com’s legacy planning platform the first globally approved estate planning solution on the Cetera platform, according to the announcement, enabling advisors to better meet the growing client demand for holistic financial planning.
“Financial advisors today are expected to provide more comprehensive guidance than ever before, and estate planning is a critical component of that responsibility,” said Tim White, co-founder and chief growth officer of Wealth.com, in a statement. “Cetera recognizes that modern advisors need the right tools to help clients navigate the complexities of wealth transfer and legacy planning.”
Wealth.com’s partnership with Cetera follows on similar arrangements struck in the last year with Integrated Partners, Gateway Financial, Merit Financial Advisors and other registered investment advisors and broker-dealers. The arrangement comes about six months after Wealth.com secured $30 million in new funding led by GV, the venture capital arm of Alphabet formerly known as Google Ventures. Other participating investors include Citi Ventures, Outpost Ventures (an investment platform of Neuberger Berman), 53 Stations (supported by the Pritzker Organization) and Firebolt Ventures (headed by technology investor Gokul Rajaram).
Speaking previously with ThinkAdvisor, White said the funding would be used to “keep pushing forward in the years ahead” in terms of new services and greater support for advisors, including through the ongoing introduction and refinement of artificial intelligence-based tools and services.
Wealth.com’s rival platform, Trust & Will, secured $25 million in a Series C funding round last month, led by the venture capital firm Moderne Ventures, with additional support from Northwestern Mutual Future Ventures, UBS, Erie Strategic Ventures and other backers. Its executives have shared similar ambitions about platform expansion and greater advisor support in interviews and statements.
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