iTP Partners Joins Cetera with $3.5 Billion in AUA, Launches New RIA — Cetera Financial Group, Inc.

Event summary

iTP Partners, managing $3.5 billion in AUA with nearly 50 advisors, transitions from Osaic to Cetera and launches Blue Horizon Equity as an independent RIA.
Cetera's Blueprint platform offers multi-custodial flexibility, including Pershing, which iTP was already using.
iTP's structure emphasizes advisor equity ownership and a culture prioritizing relationships over transactions.
Cetera highlights 98.4% advisor retention rate as a key differentiator in attracting firms like iTP.

The big picture

Cetera's acquisition of iTP Partners underscores the industry shift toward scalable, technology-driven RIA models. With $3.5 billion in AUA joining its ecosystem, Cetera reinforces its position as a growth partner for independent advisors seeking institutional-grade infrastructure without sacrificing autonomy. The deal highlights the strategic importance of advisor retention and flexible platform solutions in an increasingly competitive wealth management landscape.

What we're watching

Advisor Recruitment: Whether iTP's equity participation model and Cetera's infrastructure can accelerate advisor recruitment and asset growth.
Platform Flexibility: How Cetera's Blueprint platform will adapt to iTP's existing Pershing custody relationship while supporting future scalability.
RIA Model Adoption: The pace at which independent advisors and practices evaluate the RIA model, leveraging platforms like Blueprint to avoid infrastructure complexities.