Jennifer Hanau of Cetera/RIA New 640
Cetera Financial Group has announced a national employee-advisor RIA, Cetera Planning Partners, which combines the firm's Avantax Planning Partners and The Retirement Planning Group.
The unified firm provides an integrated financial planning experience for clients, gives advisors the resources and support to focus on client relationships, and offers a comprehensive succession solution for practices planning their next chapter, Cetera said Wednesday.
The combined company will have over 100 advisors, about $19 billion in assets under administration and will operate as an employee-advisor community within Cetera's RIA and Branches channel. The new firm builds on Cetera's ongoing efforts to expand and scale its employee-advisor RIA community through a range of transactions and initiatives, Cetera said.
Cetera noted that it has completed about 70 transactions supporting this strategy over the past six years.
"We built Cetera Planning Partners around a simple idea — advisors should never have to choose between what's best for their clients today and what's right for the future," said Jennifer Hanau, president, Cetera RIA and Branches channel. "For growth-focused advisors, that means more time with clients and a full bench of specialists behind them. For those thinking about succession, it means certainty: for their clients, their team, and the legacy they've built."
Advisors within Cetera Planning Partners have access to in-house specialists in financial planning, tax, investments, estate planning, insurance, trust services and retirement solutions, alongside established CPA firm relationships and a multi-custodial platform.
"To undertake a shift as significant as Cetera Planning Partners, you need the right conditions, the right alignment and the right leadership, and we have all those things backed by a strong capital structure," said Mike Durbin, Cetera Financial Group CEO. "Advisor sentiment is increasingly aligned with the RIA model, driven by accelerating client demand for financial planning and advice. Cetera Planning Partners is how we lead it."
TRPG is now rebranded as Cetera Planning Partners, with APP expected to join the Cetera Planning Partners brand later this year.
Cetera RIA and Branches channel President Jennifer Hanau. Courtesy photo.
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