Cetera Unifies Advisor Platforms Under $19B RIA Expansion

Cetera Financial Group has launched Cetera Planning Partners, a scaled, national employee-advisor RIA that brings together Avantax Planning Partners (APP) and The Retirement Planning Group (TRPG) under a single banner. The combined firm will include more than 100 advisors and approximately $19 billion in assets under administration, operating as a distinct employee-advisor community within Cetera’s RIA and Branches channel.

“We built Cetera Planning Partners around a simple idea – advisors should never have to choose between what’s best for their clients today and what’s right for the future,” said Jennifer Hanau, president of Cetera’s RIA and Branches channel. “For growth-focused advisors, that means more time with clients and a full bench of specialists behind them.”

Advisors within Cetera Planning Partners will have access to in-house specialists across financial planning, tax, investments, estate planning, insurance, trust services, and retirement solutions, supported by established CPA firm relationships and a multi-custodial platform built within Cetera to serve RIAs. For clients, the model is designed to deliver a single, coordinated experience spanning planning, tax strategy, investments, estate planning, and insurance.

“To undertake a shift as significant as Cetera Planning Partners, you need the right conditions, the right alignment and the right leadership, and we have all those things backed by a strong capital structure,” said Cetera Financial Group CEO Mike Durbin.

TRPG has been rebranded as Cetera Planning Partners, with APP expected to adopt the Cetera Planning Partners brand once it is fully integrated into the RIA later this year. As of December 31, 2025, Cetera firms oversaw approximately $640 billion in assets under administration and $294 billion in assets under management.

Pictured: Jennifer Hanau, President, Cetera RIA and Branches channel