Cetera Appoints Ed O'Brien as COO to Drive Advisor Growth and Enhance Platform Capabilities

Cetera Appoints Ed O'Brien as Chief Operating Officer

Cetera Financial Group has recently announced the appointment of Ed O'Brien as its new Chief Operating Officer, effective May 2026. O'Brien's primary focus will be on driving advisor growth and leveraging the company's operational scale to create a sustainable competitive edge in the financial advisory space.

This strategic move comes as a transition point for Cetera, especially after the significant contributions of former COO Tom Gooley, who has decided to retire after years of dedicated service. Gooley's tenure was marked by efforts that laid the groundwork for Cetera's operational development and growth. With O'Brien stepping in, the company aims to shift its focus from merely achieving enterprise scale to activating that scale through enhanced platform-led initiatives. This will center on improving advisor productivity, fostering deeper relationships with clients, and delivering stronger outcomes for investors.

Mike Durbin, the company’s CEO, praised Gooley's role in solidifying the company's operational foundation, stating that the next chapter will prioritize a growth strategy focused on empowering advisors to provide better services to their clients consistently. O'Brien is expected to harness artificial intelligence to turn Cetera's platform into a robust engine for growth, assuring stability for both advisors and their clients.

Ed O'Brien comes with extensive experience in building and refining wealth management platforms across various sectors, including custody and clearing, financial planning, and product ecosystems. Over his career, he has been pivotal in creating category-defining infrastructures that not only drive advisor growth but also foster long-term client retention. Expressing his enthusiasm for joining Cetera, O'Brien noted, "What attracted me to Cetera is the tremendous growth opportunity. My experience can drive meaningful impact, and I look forward to partnering with Mike and the leadership team to enhance Cetera's market position."

In his capacity as COO, O'Brien will also oversee teams responsible for service, technology, trading, and operations. His immediate aims are to boost advisor productivity, deepen planning insights, convert platform capabilities into repeatable client acquisition strategies, and enhance the reliability of the firm's offerings to ensure sustained growth. These objectives align with Cetera's strategy, known as the Cetera Advantage, which aims to make the independence of advisors more effective and faster-growing at scale.

Cetera positions itself as a leading financial advisor firm that empowers independent advisors and institutions through personalized support, flexible affiliation models, and comprehensive growth solutions. Currently, the company operates with around 12,000 advisors and institutions, providing an ecosystem that fosters growth, scalability, and successful transitions in business.

Unlike traditional independent broker-dealers, Cetera offers true choice, incorporating modern technology and blending it with integrated wealth solutions, all within a community-oriented framework. With a five-channel model aimed at delivering long-term value to advisors, Cetera presents a scalable blueprint designed for consistent and repeatable growth.

As of December 31, 2025, Cetera manages approximately $640 billion in assets under administration and around $294 billion in assets under management. The firm has also established a strong reputation through its Voice of the Customer program, which has garnered over 40,000 advisor reviews with an impressive average satisfaction score of 4.8 out of 5 based on 40,000 five-star ratings.

Cetera continues to evolve and solidify its presence in the wealth management industry, and with Ed O'Brien at the helm of operations, the expectation of exciting developments and expanded growth opportunities lies ahead.

Learn more about Cetera at www.cetera.com and stay updated by following the company on various social media platforms including LinkedIn, Instagram, Facebook, YouTube, and Twitter.