Certuity's National Blitz: Elite Hires Signal Major Wealth Market Push

NORTH PALM BEACH, Fla. – January 07, 2026 – In a decisive move signaling a major strategic expansion, multi-family office Certuity concluded 2025 by appointing three seasoned industry veterans to establish and lead operations in New York, Atlanta, and Denver. The series of high-profile hires from some of Wall Street's largest institutions underscores the firm's ambition to solidify its national footprint and deepen its service offerings for the ultra-wealthy.

The expansion began in October with the appointment of Giuliano Celle as Managing Director and Head of Institutional Wealth in New York City. It was followed in December by the hiring of Garrett Alton as Managing Director in Atlanta and Brian O’Neil as Managing Director in Denver. These appointments represent a significant talent acquisition for Certuity, bringing decades of combined experience from financial powerhouses like UBS, JPMorgan, BNY Mellon, and U.S. Bank.

This strategic push into three of the nation's key wealth centers is more than a simple geographic expansion; it reflects a calculated effort to enhance institutional capabilities, capture growing regional wealth, and compete directly with the largest players in the private wealth sector.

A Calculated Expansion into Key Wealth Hubs

Certuity's choice of New York, Atlanta, and Denver is a clear indicator of its strategic focus on markets with high concentrations of wealth and dynamic economic growth. New York City, a global financial nexus, remains one of the world's wealthiest cities, with data from 2024 indicating that nearly 1 in every 24 residents is a millionaire. By placing Giuliano Celle, an expert in institutional wealth and private markets, at the heart of this ecosystem, Certuity is positioning itself to serve the complex needs of the city's vast pool of ultra-high-net-worth (UHNW) and multi-national families.

Simultaneously, the firm is planting flags in two of the country's most important regional economic centers. Atlanta has emerged as a major business hub with a burgeoning population of entrepreneurs and corporate executives. Denver, meanwhile, serves as the financial capital of the Rocky Mountain region, a territory Brian O’Neil knows well from his previous leadership roles. These new offices are designed to provide localized, high-touch service in markets previously dominated by large bank-owned trust companies and wirehouses.

Rich Bursek, President and Partner of Certuity, framed the move as a direct investment in the firm's future. “These strategic additions reflect our continued investment in experienced leadership and growing our national presence in key markets,” Bursek stated. He emphasized that the new leaders “strengthen our ability to serve entrepreneurs, business owners, and families with increasingly complex needs across the country and around the globe.”

The Great Talent Migration: From Bulge Bracket to Boutique

The appointments are also emblematic of a broader industry trend: the migration of elite talent from large, traditional financial institutions to more specialized, independent firms like multi-family offices. The pedigrees of Certuity’s new hires are a testament to this shift. Giuliano Celle spent over two decades in senior roles at UBS and JPMorgan, where he was instrumental in bridging the gap between wealth management and investment banking for top-tier clients. Brian O’Neil brings over 30 years of private wealth experience from U.S. Bank and BNY Mellon, and Garrett Alton boasts a 30-year career driving growth at institutions like BNY Wealth and Wilmington Trust.

For top advisors, the appeal of the multi-family office model often lies in its client-centric, fiduciary-first structure. Freed from the pressures of selling proprietary products or navigating the bureaucracy of a global banking conglomerate, advisors can offer more objective, holistic, and personalized advice. This environment allows them to act as a true outsourced chief investment officer (OCIO) and strategic partner to the families they serve, a key part of Certuity's value proposition.

Forging a Deeper Bench of Specialized Expertise

Beyond just adding names to the leadership roster, each new Managing Director brings a specific and potent skill set tailored to Certuity's target clientele. Giuliano Celle’s mandate to broaden institutional wealth capabilities is critical. His experience leading JPMorgan’s Global Investment Opportunities Group for Latin America gives him a unique perspective on connecting private clients with institutional-grade private market deals, a service in high demand among sophisticated investors seeking alpha outside of public markets.

In Denver, Brian O’Neil’s expertise is particularly notable. As a Certified Exit Planning Advisor (CEPA®), he specializes in advising business owners—a core demographic for multi-family offices—on the entire lifecycle of their enterprise, from growth and valuation to strategic exits and succession planning. This specialized knowledge goes far beyond traditional investment management, addressing the most significant financial event in an entrepreneur's life.

Together, these new capabilities fortify Certuity's promise to deliver a comprehensive, personalized family office experience. The firm's focus on integrating investment advisory with tax mitigation, estate planning, and legacy consulting is significantly enhanced by the on-the-ground expertise of its new regional leaders.

Charting a Course in a Consolidating Industry

Certuity's expansion comes at a time of intense activity in the wealth management sector. The industry has seen a wave of mergers and acquisitions, with private equity money flowing in to consolidate registered investment advisors (RIAs) and create scale. In this environment, firms are under pressure to grow or risk being acquired.

Against this backdrop, Certuity’s strategy of organic growth, funded internally and powered by strategic talent acquisition, stands out. By attracting top-tier professionals directly from the industry's largest incumbents, the firm is making a powerful statement about the appeal of its model and culture. It is choosing to build its national presence brick by brick with carefully selected leaders rather than through large-scale acquisitions.

This deliberate approach positions Certuity to compete effectively in crowded markets. While it will face off against global banks and established regional players, its combination of institutional access and boutique service, delivered by advisors with impeccable credentials, provides a compelling alternative for UHNW families seeking a more dedicated and aligned wealth management partner. These hires are not just an expansion of the map; they represent a deepening of the firm's core commitment to serving the next generation of global families.