Cetera Financial Group
Cetera Financial Group's Overview
Cetera Financial Group is one of the nation’s largest networks of independent retail broker-dealers and registered investment advisers (RIAs), empowering affiliated financial professionals with the resources, technology, and support to deliver comprehensive financial advice and services. Following its acquisition of Avantax in early 2024, Cetera significantly expanded its scale, supporting nearly 12,000 financial professionals and their staff. Cetera is committed to helping advisors grow their businesses and serve their clients' best interests through a range of flexible, open-architecture solutions, fostering an 'advice-centric experience'.
Where is Cetera Financial Group's Headquarters?
HQ Function
Serves as the primary center for executive leadership, strategic planning, corporate governance, and overarching management of Cetera's extensive network of financial professionals.
Notable Features:
Modern office facilities located in a prominent downtown San Diego high-rise, designed to support collaboration and the firm's strategic operational needs.
Work Culture:
A dynamic, professional, and advisor-focused environment that emphasizes innovation in financial technology and services, collaboration, and a strong commitment to ethical practices and client success.
HQ Significance:
The San Diego headquarters is pivotal for orchestrating Cetera's nationwide operations, driving strategic initiatives, managing regulatory compliance, and fostering the company's growth and service model for its affiliated financial professionals.
Values Reflected in HQ: The headquarters' operations and environment aim to reflect Cetera's core values of advisor advocacy, innovation, integrity, and a client-first approach to financial advice.
Location:
Cetera Financial Group's operations and its network of affiliated financial professionals are primarily based in the United States. However, the firm provides access to a broad range of global investment products and financial solutions, enabling advisors to construct internationally diversified portfolios for their clients. Cetera also utilizes global technology partners and clearing services to enhance its U.S.-based operations and service offerings.
Street Address:
655 W. Broadway, 11th & 12th Floors
City:
San Diego
State/Province:
CA
Country:
USA
Cetera Financial Group's Global Presence
El Segundo, CA/USA
Address: 200 N. Sepulveda Blvd, Suite 1200 & 1300, El Segundo, CA 90245
Provides essential operational infrastructure and support services for the entire organization, with a significant concentration of technology and service teams.
St. Cloud, MN/USA
Address: 400 South First Street, Suite 300, St. Cloud, MN 56301
Offers specialized operational capabilities and regional support, contributing to the overall service delivery for financial professionals within the Cetera network.
Atlanta, GA/USA
Address: 200 Ashford Center North, Suite 400, Atlanta, GA 30338
Enhances Cetera's presence and support network in the Southeast, catering to the needs of advisors and clients in that region.
Des Moines, IA/USA
Address: 14600 N Dallas Pkwy, Dallas, TX 75254 (Address after Avantax acquisition, key legacy Avantax location)
Integrates specialized tax and wealth management expertise into the Cetera network, particularly supporting advisors with a focus on tax-advantaged financial strategies.
Buying Intent Signals for Cetera Financial Group
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Executive Team of Cetera Financial Group
As of April 2025, Cetera Financial Group' leadership includes:
Investors of Cetera Financial Group
Cetera Financial Group has been backed by several prominent investors over the years, including:
Executive New Hires/Exits in the Last 12 Months
Over the past 12 months, Cetera Financial Group has made several strategic executive appointments to bolster its leadership across various critical functions, including wealth management, retirement solutions, M&A, and business development. No prominent departures from the core senior executive team have been publicly announced during this period.
New Appointments:
Technology (Tech Stack) used by Cetera Financial Group
Discover the tools Cetera Financial Group uses. Highperformr reveals the technologies powering your target accounts — helping your sales, marketing, and GTM teams prioritize smarter and close faster.
Cetera Financial Group Email Formats and Examples
Cetera Financial Group commonly uses the email format [first].[last]@cetera.com for its employees. While other formats might exist within the organization, this is the most prevalent structure for professional correspondence.
[first].[last]@cetera.com
Format
john.doe@cetera.com
Example
85%
Success rate
News and media
Business Wire • May 2, 2024
Cetera Financial Group Welcomes The Patriot Financial Group
Cetera announced that The Patriot Financial Group, a wealth management firm managing $185 million in assets, has affiliated with its network. This move highlights Cetera's ongoing efforts to attract and support independent financial advisory practices....more
Business Wire • April 16, 2024
Cetera Financial Group Names Jerry Patterson Head of Wealth Management
Cetera appointed Jerry Patterson as its new Head of Wealth Management. In this role, Patterson will lead the strategy and development of Cetera's wealth management platform and solutions for its affiliated financial professionals....more
PR Newswire • January 23, 2024
Cetera Financial Group Closes Landmark Acquisition of Avantax
Cetera Holdings, the parent company of Cetera Financial Group, announced the successful completion of its acquisition of Avantax, Inc. This strategic transaction significantly expands Cetera's scale in wealth management and tax-focused financial planning, increasing its total client assets....more
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