Cetera Expands RIA Footprint with $400M Plains Wealth Acquisition
Event summary
- Cetera acquires Plains Wealth Management, a Texas-based RIA overseeing $400M in assets.
- Plains Wealth Management rejoins Cetera after prior affiliation with Avantax.
- The acquisition expands Cetera's RIA & Branches channel, launched in June 2025.
- Plains Wealth Management team joins Cetera's employee-based RIA, The Retirement Planning Group (TRPG).
- Cetera manages $625B in assets under administration and $284B in assets under management as of September 2025.
The big picture
Cetera's acquisition of Plains Wealth Management underscores the ongoing consolidation in the RIA sector, as firms seek scale and operational efficiencies. The deal highlights Cetera's strategy to attract independent advisors with comprehensive support and succession planning. With $625B in assets under administration, Cetera is positioning itself as a major player in the wealth management space, competing with traditional independent broker-dealers.
What we're watching
- Consolidation Trends
- How Cetera's acquisition strategy will affect its position in the RIA space.
- Market Expansion
- Whether Cetera can sustain growth in new markets like Houston.
- Integration Success
- The pace at which Plains Wealth Management integrates into Cetera's RIA & Branches channel.
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