Cetera Merges Two RIAs into $19 Billion National Platform
Event summary
- Cetera Financial Group launched Cetera Planning Partners, combining Avantax Planning Partners and The Retirement Planning Group into a $19 billion RIA with over 100 advisors.
- The merger is part of Cetera's strategy to scale its employee-advisor RIA community, with 70 transactions completed over the past six years.
- Cetera Planning Partners aims to provide a unified financial planning experience for clients and succession solutions for advisors.
- The integration is expected to be completed by the end of 2026, with APP joining the Cetera Planning Partners brand later this year.
The big picture
Cetera's move reflects the broader industry shift towards the RIA model, driven by increasing client demand for comprehensive financial planning. The merger positions Cetera as a major player in the employee-advisor RIA space, with a strong capital structure to support further growth. The strategic transactions over the past six years indicate Cetera's commitment to scaling its RIA community and providing succession solutions for advisors.
What we're watching
- Integration Challenges
- The pace at which Cetera can fully integrate APP and TRPG will determine the success of the new platform.
- Advisor Retention
- Whether Cetera can retain advisors from both entities and attract new ones to the unified platform.
- Client Experience
- How the coordinated financial planning experience will impact client satisfaction and retention.
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