Cetera Partners with TIFIN AG on AI Tools for FAs 

Cetera Financial Group has partnered with TIFIN AG Inc. to provide Cetera advisors and financial institutions access to artificial intelligence (AI) tools. 

The tools are intended to bring “a sophisticated solution designed to address share-of-wallet challenges by identifying client behaviors that influence their asset allocation decisions,” Michael Zuna, Cetera’s chief marketing and communications officer, said. 

TIFIN AG’s technology drives retention and organic growth for advisors and financial institutions by identifying opportunities, flagging “at-risk clients” and improving client conversion. 

“At Tifin AG, our leadership team brings decades of experience in wealth management, enabling us to deeply understand the unique challenges advisors face today,” Jeannette Kuda, Tifin AG’s president and COO, said. 

Tifin AG was spun off from Tifin in January last year. The following month, RBC Wealth Management tapped Tifin AG’s AI capabilities to improve advisor-client relationships. 

Cetera, which has about 12,000 financial professionals, managed more than $545 billion in assets under administration and $235 billion in assets under management as of the end of September 2024. 

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