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Cetera Launches New RIA and Branches Channel

In a significant move to enhance its offerings, Cetera Financial Group has unveiled a dedicated Registered Investment Adviser (RIA) and Branches Channel. This initiative is designed to further support independent financial advisors and align with Cetera's strategic vision of fostering independence in the wealth management sector.

Aiming for Greater Independence

Cetera has been consistently committed to empowering its advisors, and the launch of this dedicated channel is a testament to that. The new channel will accommodate a range of advisory services, allowing financial professionals to operate as independent RIAs, within Cetera's employee-based RIA models, or through its supported independence platform which boasts more than 40 branches across the United States.

The RIA and Branches Channel has already attracted over 600 advisors, collectively managing an impressive $33.5 billion in client assets, as of March 2025. This exponential growth marks a pivotal moment in Cetera's expansion strategy and showcases its strength in the current financial landscape.

Leadership Under Jen Hanau

At the helm of this new channel is Jen Hanau, a seasoned expert in wealth management who has more than two decades of experience in advisor recruitment and platform development. Her leadership is expected to steer the channel towards innovative solutions and strategic growth in an industry that is rapidly evolving.

Hanau previously held a prominent role at Mariner, where she was instrumental in enhancing the firms’ independent channels. Her experience with notable companies such as Fidelity Investments and Charles Schwab positions her well to lead Cetera's RIA and Branches Channel to new heights.

In her words, “I’m honored to lead Cetera’s RIA and Branches Channel and am excited to build a platform prioritizing clients’ best interests. Cetera’s commitment to innovation and advisor support aligns perfectly with my passion for empowering advisors to achieve their professional goals while delivering exceptional service.”

The Community Focus

The RIA and Branches Channel is part of a larger community initiative within Cetera that includes several specialized offerings:

• - Avantax Planning Partners: A tax-focused, hybrid W-2 RIA model that collaborates with CPA firms to provide comprehensive wealth management services.
• - Cetera Investors: This network allows advisors to work independently while benefiting from Cetera's compliance and operational support.
• - Cetera Blueprint: A community that guides advisors in starting their own RIAs with experienced support.
• - The Retirement Planning Group (TRPG): A fee-only, W-2 RIA model dedicated to delivering thorough planning services.

Each of these components is designed to ensure that advisors not only receive the resources they need but also create collaborative opportunities with peers who have similar goals and ambitions.

A Bright Future Ahead

The establishment of this new channel reinforces Cetera's dedication to its advisors and clients alike, signifying an investment in the future of financial services. The ongoing enhancements and expansions not only showcase the company’s growth potential but also its ambition to remain a leader in the wealth management field.

As Todd Mackay, President of Cetera Wealth Management notes, “The launch of our RIA and Branches Channel marks a significant milestone in Cetera's evolution, underscoring our commitment to meeting the diverse needs of advisors and clients.”

The evolution of Cetera represents a pivotal shift in how financial advisory services can be delivered, creating an environment where independence and support coexist. As the industry continues to evolve, Cetera's latest endeavor may well set new standards of excellence, further enhancing its reputation as a premier wealth management hub.