Cetera Expands Advisor Support with New RIA and Branches Channel 

Cetera has announced the launch of its new RIA and Branches Channel, designed to serve advisors operating across a spectrum of affiliation models—including independent RIAs, Cetera’s W-2 RIA structures, and its supported independence framework. 

To lead the initiative, Cetera has appointed Jen Hanau, a seasoned wealth management executive with over two decades of experience in advisor recruitment, platform development, and strategic business growth. As Channel Leader, Hanau will oversee sales strategy, lead client-facing teams, and drive growth through collaborative innovation. 

Hanau most recently served as National Managing Director at Mariner, where she was instrumental in expanding its independent advisor platform and enhancing full-service support models. Her prior leadership roles at Fidelity Investments and Charles Schwab further reflect her deep expertise in the RIA ecosystem. 

The RIA and Branches Channel consolidates multiple advisor communities under one umbrella, including: Avantax Planning Partners, Cetera Investors, Cetera Blueprint, and The Retirement Planning Group. As of March, the new channel includes more than 600 advisors managing approximately $33.5 billion in client assets. 

“The launch of our RIA and Branches Channel marks a significant milestone in Cetera’s evolution, underscoring our commitment to meeting the diverse needs of advisors and clients,” said Cetera Wealth Management President Todd Mackay. “Jen Hanau’s extensive experience and visionary leadership make her the ideal choice to spearhead this channel. 

The RIA and Branches Channel becomes the latest addition to Cetera’s suite of affiliation options, joining the Advisor Channel, Institutions Channel, Large Enterprise Channel, and Tax & Accounting Channel. 

With more than 12,000 financial professionals and institutions, Cetera oversees over $554 billion in assets under administration and $246 billion in assets under management.