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Cetera's Strategic Acquisition of Plains Wealth Management

Cetera Financial Group has completed a significant acquisition by bringing Plains Wealth Management into its fold, a Texas-based independent practice that manages approximately $400 million in assets. This strategic move not only marks a return of Plains Wealth Management to the Cetera community but also strengthens Cetera's Registered Investment Advisor (RIA) model. Plains Wealth, which was previously affiliated with Avantax, will now enhance Cetera's offerings in wealth management and tax planning.

Empowerment in Financial Advisory

Based in Houston, with additional offices in Cypress, Texas, the Plains Wealth Management team is led by esteemed professionals such as Ronn Kudlacek, MS, CFP®, CPA, Brad Wilson, CLU®, and Savara McDaniel, CFP®. This trio brings a wealth of experience and expertise to the Cetera network, thereby boosting its overall capabilities in addressing client needs.

The integration of Plains Wealth Management into The Retirement Planning Group (TRPG), Cetera's employee-based RIA, underscores how Cetera is evolving to support the future of independent financial advisors. This is especially crucial in the dynamic landscape of financial services where firms are increasingly realizing the benefits of collaborative environments.

Advantages of the Acquisition

With the acquisition, the Plains Wealth Management team can now leverage the expanded resources of TRPG, gaining access to better growth opportunities, comprehensive support, and a defined pathway for business succession. Kudlacek expressed enthusiasm about joining TRPG, highlighting that the organization values wealth management and tax planning as core components of client service. This collaboration signifies a commitment to a holistic approach, making a positive impact on how clients receive financial services.

Further, Jen Hanau, RIA Branches Channel Leader at Cetera, noted that many successful financial advisory teams are transitioning to Cetera and TRPG to focus more on client engagement rather than business management. With this acquisition, the Plains Wealth team is set to thrive and sustain long-term success within Cetera’s framework, which emphasizes providing a supportive environment for independent financial professionals.

Continuous Growth and Innovation

The acquisition is part of Cetera's ongoing growth strategy in its RIA Branches channel. Launched in June 2025, this dedicated channel aims to support independent RIAs alongside Cetera's owned W-2 RIA businesses. It provides an ecosystem where financial professionals can optimize their business models and enhance service delivery to their clients.

Cetera has positioned itself as a leader in empowering independent advisors and institutions by offering personalized support and flexible affiliation models. The recent acquisition further solidifies its status in the financial advisory domain, ensuring advisors have the tools they need for successful business management and client relationship-building.

A Commitment to Quality Service

As of September 30, 2025, Cetera firms collectively manage approximately $625 billion in assets, with $284 billion under management. The organization prides itself on maintaining high levels of client satisfaction, as noted in its Voice of the Customer program, which has garnered over 40,000 advisor reviews, maintaining an impressive average rating of 4.8 out of 5. This reflects Cetera's dedication to constantly improving the services offered to financial advisors and their clients. 

For more information about Cetera's initiatives, you can visit Cetera's website.

Conclusion

Overall, the acquisition of Plains Wealth Management marks a significant milestone for Cetera, expanding its reach and capabilities in the wealth management sector. This move not only enriches the Cetera community but also enhances the service offerings available to financial professionals and their clients, reinforcing Cetera's commitment to fostering growth within the financial advisory landscape.