Cetera Financial Group Launches Cetera Planning Partners with $19 Billion in Assets

Cetera Financial Group Introduces Cetera Planning Partners

On April 28, 2026, Cetera Financial Group announced a significant milestone in its evolution with the launch of Cetera Planning Partners (CPP). This initiative marks the unification of Avantax Planning Partners (APP) and The Retirement Planning Group (TRPG), creating a large-scale, employee-advisor registered investment advisor (RIA) community with approximately $19 billion in assets under administration (AUA).

The establishment of CPP aims to offer a more cohesive and integrated financial planning experience for clients. By merging the strengths of APP and TRPG, Cetera intends to streamline the advisory process, ultimately benefiting both clients and advisors. The merger will forge a team of over 100 advisors who are now part of an enhanced platform focused on delivering superior client services and diverse financial solutions.

Enhancing Client and Advisor Experience

Jennifer Hanau, the President of Cetera RIA and Branches channel, highlighted the motivation behind this initiative: "We built Cetera Planning Partners around a simple idea – advisors should never have to choose between what's best for their clients today and what's right for the future." This philosophy underscores the aim to empower advisors to dedicate more time and resources toward fostering meaningful relationships with clients while receiving robust support from a variety of specialists.

Within the new structure, advisors will have access to in-house professionals specializing in various financial domains, including financial planning, tax strategy, investment management, estate planning, insurance, and retirement solutions. The collaboration with established CPA firms and the use of a multi-custodial platform are designed to further enhance flexibility and options for advisors and clients alike.

Strategic Growth Initiatives

Cetera's creation of CPP is part of a broader strategy to cultivate and expand its employee-advisor RIA community. Over the last six years, Cetera has completed nearly 70 strategic transactions aimed at fortifying this community and has experienced significant growth as a result. Notable additions have included partnerships with Darnall Sikes Wealth Partners, Plains Wealth Management, and Matkovic Financial Group, all contributing to the organization's success in 2026.

As the financial landscape evolves, the trend toward RIAs has gained momentum, fueled by increasing client demand for comprehensive financial planning and advice. This shift has informed Cetera's approach, leading the organization to position CPP as a leader in this growing sector.

Mike Durbin, the CEO of Cetera Financial Group, commented on the opportune moment for this launch: "To undertake a shift as significant as Cetera Planning Partners, you need the right conditions, the right alignment, and the right leadership, and we have all those things backed by a strong capital structure."

Rebranding and Future Integration

As part of this transition, The Retirement Planning Group has been rebranded as Cetera Planning Partners, while Avantax Planning Partners will be integrated into this new brand later in the year. This integration emphasizes a commitment to providing clients with a singularly coordinated experience addressing the complexities of their financial lives without facing the challenges of managing multiple providers.

For more details about the services offered by Cetera Planning Partners, clients and interested advisors are encouraged to visit ceteraplanningpartners.com.

Cetera's holistic approach embraces the future of financial advisement, offering a unique positioning that not only elevates the advisor-client relationship but also secures a legacy of client-centric service. Drawing on a history of over 12,000 financial professionals and institutions under its umbrella, Cetera remains dedicated to empowering independent advisors with resources that cater to their needs while continually evolving in response to market demands.

The formation of Cetera Planning Partners serves as a powerful statement of Cetera's commitment to innovation and excellence in financial advisory services, aiming to redefine the advisor landscape for years to come.