Cetera Financial Group Welcomes Cunningham Team, Enhancing Its Service Capabilities

Cetera Financial Group Welcomes Cunningham Financial Team

Cetera Financial Group has officially welcomed Jonathan Cunningham, RFC®, and his esteemed Cunningham Financial Group to its roster, a move that signifies an exciting chapter of growth and enhanced service offerings. This strategic partnership, established on March 19, 2026, is set to elevate the client experience while supporting the ambitions of both organizations.

Based in Birmingham, Alabama, Cunningham and his team oversee approximately $200 million in assets under administration (AUA). This merger is particularly significant as it reflects Cetera’s commitment to fostering a network that thrives on collaboration and shared success. The Cunningham Financial Group is known for its multidisciplinary approach to financial services, integrating not only investment management and financial planning but also tax-aware guidance tailored for families and individuals at various life stages. This blend of dynamics ensures that clients receive holistic support that is both personalized and actionable.

Cunningham expressed that the decision to partner with Cetera stemmed from the desire for sustained independence alongside access to expanded resources necessary for long-term growth. “We were looking for a partner that allows us to stay fully independent while giving us the resources and support to grow,” he explained. His sentiments highlight the importance of flexibility and the continued ability to serve clients in their unique ways while leveraging Cetera’s infrastructure.

Throughout a rigorous selection process, which included a comprehensive evaluation of various broker-dealer platforms nationwide, Cetera emerged as the clear front-runner. The firm demonstrated an unwavering commitment to an advisor-first culture, a robust service model, and a growth-oriented approach, all critical factors in the decision-making process. “Meeting the Summit Financial leadership team and seeing how focused they are on supporting advisors made the decision clear for us,” Cunningham remarked.

Cunningham’s firm is ambitious in its growth objectives, aiming to expand to more than $1 billion in assets under management (AUM) over the next five years. This aspiration aligns seamlessly with Cetera’s mission of empowering advisors with the tools necessary for success. As Cunningham put it, “Our team is relatively young, and we're building this practice for decades to come.” The firm remains unwavering in its commitment to providing clients with the exceptional attention they expect while ensuring thoughtful expansion through referrals and potential acquisitions of like-minded practices.

The Cunningham Financial Group's model emphasizes personalized advice, allowing the team to cater to a wide range of clients without confining services to a select group of investors. “Our philosophy has always been to help people wherever they are in life,” Cunningham stated, reinforcing their dedication to tailored financial solutions.

As the industry evolves and financial landscapes shift, the partnership between Cetera and Cunningham Financial marks a promising venture that highlights the values of collaboration, independence, and client-centric service. Marshall Leeds, the Summit Financial Community Leader, resonated with this sentiment, noting their pride in bringing Cunningham Financial Group into the Cetera fold. “Jon and his team run a collaborative practice centered on delivering thoughtful, personalized guidance to clients. We're proud to welcome them to Cetera and look forward to supporting them with the array of growth resources we have at Cetera,” Leeds shared.

In summary, Cetera’s acquisition of Cunningham Financial Group is not just a business alignment but a union that prioritizes client needs, fosters independence while providing essential resources, and exemplifies a forward-thinking approach to financial advising. As both teams work together, they set a benchmark for the industry, reflecting how aligned values and a strong support system can propel growth while authentically serving client interests.

About Cetera

Cetera Financial Group is recognized as a leading financial advisor Wealth Hub, aiming to empower independent advisors and institutions with personalized support and flexible affiliation models. Currently, home to roughly 12,000 advisors and institutions, Cetera operates across a multi-channel ecosystem that promotes scalable growth and enhances client service experiences. The commitment to innovation, advisor satisfaction, and strategic growth underpins Cetera's model, making it a key player in the financial services landscape.