#USA #Greensboro #Cetera Financial Group #Piedmont Financial Partners #Howell Cullens

Cetera Financial Group Welcomes Piedmont Financial Partners

Cetera Financial Group has recently welcomed Piedmont Financial Partners into its community, marking a significant stride in the financial services industry. This shift not only expands the services offered by Cetera but also enhances the operational capacity of Piedmont, which oversees approximately $184 million in assets. The firm, comprised of a dedicated seven-member team, is led by financial advisors Howell Cullens and his son, Nash Cullens, along with Trey Rhodes and Nick Lyons.

A Strategic Move Post-Acquisition

The decision to switch to Cetera stemmed from Piedmont's search for a new brokerage partner after LPL Financial’s acquisition of Commonwealth, their previous partner. Howell Cullens expressed surprise at this transition, prompting discussions with various broker-dealers. Ultimately, he and his team found Cetera to blend the benefits of scale while maintaining a personalized approach. Cullens emphasized that they were on the lookout for any drawbacks during their discussions with other firms but found none with Cetera.

Maintaining Independence and Client Focus

One of the principal factors in Piedmont’s decision-making process was the desire to maintain the firm’s family-oriented culture and its independence. Howell mentioned that accessing Fidelity's NFS custody and clearing platform was essential for their operations. The transition to Cetera enables them to invest in clients' interests without being restricted to specific products. According to Cullens, after visiting Cetera’s headquarters and assessing their responses to inquiries, the firm felt similar to their previous experience with Commonwealth.

Local Roots and Commitment to Community

The team at Piedmont Financial Partners is deeply embedded in the Lake Oconee area in Georgia, with notable community ties. Trey Rhodes is a lifelong resident, while Howell Cullens has resided there for 25 years. As they embrace their new partnership with Cetera, they envision enhancing their growth resources and marketing capabilities, particularly through Cetera’s innovative GrowthLine program.

Cullens shared that a significant portion of their business derives from referrals, thanks to the firm’s longstanding community involvement. Although they already enjoy a solid reputation, there is a desire to augment their digital presence. Thus, they aim to enhance their website and digital marketing strategies, aspects they believe GrowthLine will significantly support. The financial advisors were particularly impressed by GrowthLine’s ability to aid in search engine optimization and marketing strategy development.

A Holistic Approach to Client Care

Piedmont Financial Partners prides itself on its approachable and straightforward demeanor. Cullens articulated the philosophy that clients are treated as family and friends, always aiming for the best outcomes in their investment decisions. He emphasized, “I wouldn’t suggest anything to a client that I wouldn’t want my own parents to do.” This client-centric approach resonates well within Cetera’s operation, according to Todd Mackay, President of Cetera Wealth Management, who applauded Howell and his team's dedication to maintaining a high level of service.

The Growth of Cetera Financial Group

Cetera has positioned itself as a significant player in the financial advising industry, boasting around 12,000 advisors as of September 30, 2025, with assets under administration totaling approximately $625 billion. Their successful model integrates modern technology and an engaging community culture that prioritizes advisor independence while providing substantial support to enhance business growth.

The GrowthLine program, specifically designed for advisors, offers valuable tools and services worth over $150,000, highlighting the commitment to maximizing customer lifetime value. This initiative aids financial professionals in pursuing organic growth through various strategies, including marketing and website solutions, ultimately facilitating a solid foundation for sustained success.

To conclude, Piedmont Financial Partners’ integration into Cetera Financial Group marks a promising chapter for both entities, focusing on improved client relations and community engagement in the growing Lake Oconee area and beyond. As both teams work together to expand their outreach and service capabilities, they are set to foster a dynamic client experience that embodies care and expertise in financial advising.

For more information about the transformative offerings of Cetera and how they empower independent advisors, visit their official website.