Cetera Taps Tax-Wealth Veteran Bartlett to Lead CFS Community
Event summary
- Craig Bartlett named Community Leader of Cetera Financial Specialists (CFS) on July 23, 2026.
- Bartlett brings 30+ years of tax-focused wealth management experience from firms like Choreo and Creative Planning/Wipfli.
- CFS is part of Cetera's Tax & Accounting channel serving advisors at the intersection of tax and wealth management.
- Cetera manages $296 billion in AUM as of March 31, 2026.
The big picture
Cetera's appointment of Bartlett underscores the growing convergence of tax and wealth management services, particularly for high-net-worth clients. The move comes as independent broker-dealers increasingly compete on specialized advisor communities and integrated solutions. With $296 billion in AUM, Cetera is positioning CFS as a key differentiator in attracting tax-savvy advisors.
What we're watching
- Advisor Retention
- Whether Bartlett can sustain CFS's culture of tax expertise and client care while driving growth.
- Channel Strategy
- How Cetera integrates Bartlett's leadership into its broader Tax & Accounting channel strategy.
- Competitive Positioning
- The pace at which CFS differentiates itself in the crowded tax-focused wealth management space.