Osaic Taps Raymond James Veteran Shannon Reid to Lead Advisor Growth

SCOTTSDALE, Ariz. – December 16, 2025 – By Stephanie Lewis

Osaic, Inc. has made a significant strategic move in the ongoing battle for wealth management supremacy, announcing the appointment of Raymond James veteran Shannon Reid as its new President and Head of Advisor Growth and Engagement. The move signals a pivotal shift for Osaic, one of the nation’s largest wealth management providers, as it transitions from a period of intense internal consolidation to an aggressive new phase focused on growth and talent acquisition.

Reid, a highly regarded executive with nearly two decades of experience at Raymond James, will report directly to Osaic CEO Jamie Price. While her appointment is immediate, she will fully assume the President title on January 12, 2026, taking over a role Price had held in conjunction with his CEO duties. The hire concludes a comprehensive search and marks a new chapter for Osaic following its massive “Journey to One” integration project.

A New Chapter After the 'Journey to One'

Reid’s appointment is strategically timed. It comes as Osaic nears the final stages of its ambitious “Journey to One,” an initiative launched in 2023 to unify its eight distinct broker-dealer firms under a single Osaic brand, technology platform, and operational structure. This complex undertaking, which included the integration of firms like SagePoint Financial and FSC Securities, was designed to eliminate internal silos, create a more seamless advisor experience, and leverage the firm’s considerable scale.

The consolidation was a necessary, if disruptive, step. While Osaic successfully integrated the $108 billion Lincoln Wealth business acquired in late 2023, the sweeping changes across the organization led to some anticipated advisor attrition. Competitors, most notably LPL Financial and Commonwealth, capitalized on the transition, recruiting teams who were seeking different platforms amidst the organizational shift. Osaic’s leadership, however, maintained that the departures were within expectations for such a large-scale transformation and that the long-term benefits of a unified platform would ultimately strengthen its value proposition.

With the heavy lifting of integration largely complete, Osaic is now shifting its focus outward. Reid’s role is purpose-built for this new era. She is tasked with spearheading advisor recruiting, retention, and engagement—the core drivers of organic growth. Her mandate includes boosting same-store sales, increasing on-platform asset growth, and, critically, expanding Osaic’s “Empowered Independence” W-2 employee model.

“We are thrilled to welcome a leader of Shannon’s caliber to Osaic,” said CEO Jamie Price in the official announcement. “Her experience leading advisor recruiting, growth and engagement at scale strengthens our leadership team and elevates the entire organization. With Shannon in this role, we are well-positioned to build on our momentum and continue delivering long-term value for our affiliated advisors, their businesses and their clients.”

A High-Stakes Talent Acquisition

Luring Reid away from Raymond James is a significant coup for Osaic and underscores the fierce competition for executive talent in the wealth management sector. At Raymond James, Reid most recently served as President of the firm’s independent contractor division, a role that gives her direct and deep experience in managing and growing the exact advisor segment Osaic is targeting.

Her extensive background also includes senior leadership positions across Raymond James’s cash management, private client, practice management, and retirement solutions businesses. This broad expertise makes her uniquely qualified to understand the multifaceted needs of financial advisors and the operational mechanics required to support them effectively. Before her long tenure at Raymond James, Reid also spent six years as a Vice President at Goldman Sachs, adding another layer of top-tier financial services experience to her resume.

The high-profile move is reflective of a broader industry trend where firms are aggressively pursuing proven leaders who can navigate the evolving landscape of advisor affiliation models. It demonstrates Osaic’s ability to attract top talent, a key factor in its strategy to compete with industry giants and solidify its market position. The move is not just about filling a role; it’s a statement of intent.

Empowering Advisors in a Shifting Landscape

Reid’s appointment comes at a time when the very definition of advisor independence is in flux. The industry continues to see a secular shift away from traditional wirehouse models toward more flexible arrangements, including independent broker-dealers, hybrid platforms, and fully independent RIAs. Advisors are increasingly seeking a balance of autonomy and robust support, a demand that firms are racing to meet with innovative affiliation models.

Central to Reid’s new responsibilities is the expansion of Osaic's “Empowered Independence” model. This W-2 based offering is designed to appeal to advisors who desire the entrepreneurial freedom of running their own practice but also want the stability and benefits of an employee relationship, such as healthcare, a 401(k), and comprehensive back-office support. By providing the infrastructure, compliance, and technology, Osaic allows these advisors to focus on serving clients and growing their business without the full administrative burden of a standalone RIA.

Reid’s experience leading a large independent contractor division at a major competitor provides her with invaluable insight into what makes these models successful. Her leadership is expected to refine and accelerate the growth of this channel, making Osaic a more attractive destination for advisors across the affiliation spectrum.

“I was drawn to Osaic by the strength of its leadership team and a culture defined by clarity, accountability and execution—combined with the agility and flexibility of a nimble organization built to drive results,” Reid stated. “The wealth management industry is evolving, and Osaic is well positioned to lead through its next phase of growth. I’m excited to help shape the firm’s future while preserving the entrepreneurial spirit that is so important to advisors.” Her focus on preserving this spirit while leveraging the scale of a unified Osaic will be critical to winning over new recruits and ensuring the satisfaction of the firm’s approximately 10,100 existing professionals.