The Value of More

We’re invested in more than just the bottom line. We go beyond transactions to create lasting value for our community. We help financial advisors succeed so their clients can achieve more—at every stage of life. Your success defines our success.

The Value of More

Blazing a Trail

We believe the future of financial services is an Advice-Centric Experience®. Build deeper, 360-degree relationships with clients, centered on individual needs and goals.

More that Matters

Doing well also means doing good. We’re proud to give back in our local communities and help advance financial literacy for those who need it most.

Cetera At-a-Glance

Here, we'll never treat you like a number, but these numbers help tell our story.


Frequently Asked Questions

About Cetera

Cetera was formally established in February 2010 when ING Group sold three broker-dealers to an investment fund managed by Lightyear Capital LLC, a private equity firm specializing in financial services. Though 2010 is the birth of Cetera, our history stretches back much further: Cetera Advisors and Cetera Financial Specialists were founded in 1981, Cetera Advisor Networks in 1983, Cetera Investment Services in 1984, and First Allied in 1994. While names have changed over time, our commitment to independent financial advice and personal connections hasn’t.

Genstar Capital assumed majority ownership of Cetera Financial Group and our network of broker-dealers in 2018. It has a long track record of helping companies accelerate success—much like how we partner with our advisors and institutions to help them expand their services and enhance their delivery of financial advice. Genstar provides us with the resources to make sustainable long-term investments in the areas that matter most to those we serve.

Moving to a Cetera Broker-Dealer

Your Business Development team member will be with you from when you first start the conversation with us to your transition, answering any questions you may have and connecting you with home office resources. Your Transitions team member will be there starting in the weeks before your affiliation date so you’ll be prepared for your move.

Every transition is different, and you’ll be partnered with a transition specialist who will guide you through every step of the way. From account movement preparation to tech setup, we’ve got you covered. Our process aims to have 90% of your business fully transitioned within 90 days of your affiliation.

Working with a Cetera-Affiliated Financial Advisor

It starts with a simple question: What are your life goals? Cetera financial advisors work with you to make a customized plan based on your unique priorities and timeline to put you on the path to reach them. Depending on their specialty, your financial advisor can help you with:

• Asset allocation
• Retirement planning
• Cash management
• Education funding
• Long-term care planning
• Trust services
• Overall wealth management
• Giving strategies
• Home and education planning
• And more

Cetera-affiliated financial advisors are licensed professionals who are required to sit for an examination, take ongoing continuing education courses, and have background and fingerprint checks. They are registered in any states where they do business and are subject to credit checks and regular auditing to ensure they are compliant. Our financial professionals also must attend annual compliance trainings so they are up to date on regulatory matters. All firms are members of the Securities Investor Protection Corporation (SIPC) and the Financial Industry Regulatory Authority (FINRA), which provide greater oversight.

Drop Us a Line

Looking to be part of something more? Get in touch to learn about the benefits of affiliating with Cetera and start taking the next steps to a stronger future.