FNB Wealth Management Switches from LPL to Cetera for Investment Services Expansion — Cetera Financial Group, Inc.

Event summary

Cetera Financial Institutions partners with FNB Wealth Management to expand its investment services across five First National Bank locations in northwest Alabama.
FNB Wealth Management transitions from LPL Financial to Cetera, citing better alignment with values of responsiveness and client service.
Chad Harris, President of FNB Wealth Management, highlights Cetera's seamless onboarding and day-to-day service as key factors in the switch.
Cetera manages $630 billion in assets under administration and $296 billion in assets under management as of March 31, 2026.

The big picture

This partnership underscores a broader industry trend of financial institutions seeking more personalized and technology-driven solutions to enhance client relationships. Cetera's ability to attract clients from competitors like LPL Financial highlights its growing influence in the wealth management sector, particularly in serving underserved rural markets.

What we're watching

Client Retention: How Cetera's focus on responsiveness and client service will impact FNB Wealth Management's client retention rates.
Market Expansion: The pace at which Cetera can expand its services to other rural communities through similar partnerships.
Competitive Dynamics: Whether LPL Financial can counter Cetera's strategic moves in the wealth management space.