Cetera Financial Group Recruits 22 Advisors Managing $3.8 Billion in February

Cetera Financial Group added 22 advisors managing $3.8B in February, continuing its streak as one of the fastest-growing independent platforms.

Cetera Financial Group recruited 22 financial advisors managing a combined $3.8 billion in client assets during February 2026, continuing a run of strong monthly recruiting results that has positioned the firm as one of the fastest-growing independent platforms in the industry.

The February class includes advisors from a range of source firms, including LPL Financial, Ameriprise, Commonwealth Financial Network, and two wirehouses. Cetera declined to identify the specific departing firms for advisors currently subject to transition restrictions, but industry sources confirmed that at least four of the recruits came from UBS and Merrill Lynch.

Cetera's recruiting success is being driven by a combination of competitive economics, improved technology, and the firm's unique multi-channel structure. Advisors can affiliate with Cetera through several channels — Cetera Advisors, Cetera Advisor Networks, Cetera Financial Specialists, and others — each offering slightly different service models and payout structures to accommodate different practice types.

"We're not trying to be one-size-fits-all," said Adam Antoniades, Cetera's CEO. "An advisor who runs a solo practice in a small town has very different needs from a team managing $2 billion in a major metro. Our multi-channel approach lets us serve both without forcing either into a model that doesn't fit."

The firm's technology investments have been a key factor in recent recruiting wins. Cetera's Wealthscape platform, which integrates financial planning, portfolio management, and client engagement tools, has received positive reviews from advisors who have transitioned from other platforms. The firm has also invested in AI-powered compliance monitoring and client communication tools that reduce administrative burden for advisors.

February's recruiting haul brings Cetera's total net new assets for 2026 to approximately $8.5 billion through the first two months — a pace that would represent the firm's best full-year recruiting result if sustained. The firm now has approximately 12,000 affiliated advisors managing more than $520 billion in total client assets.

The competitive landscape for independent advisor recruiting has become increasingly crowded. LPL Financial, the industry's largest independent broker-dealer, has been the dominant recruiter in the space for years. But Cetera, along with Osaic (formerly Advisor Group) and Commonwealth Financial Network, has been gaining ground by offering more personalized service and transition support.

Cetera's ownership structure — the firm is backed by private equity firm Genstar Capital and public investors — gives it access to capital for technology investments and recruiting incentives. The firm has reportedly been offering transition packages in the range of 150-250% of trailing 12-month revenue for experienced advisors, depending on practice size and complexity.

For the broader industry, Cetera's recruiting momentum reflects the continued growth of the independent channel at the expense of wirehouses and captive broker-dealer networks. Advisors are increasingly attracted to platforms that offer competitive economics, modern technology, and the flexibility to run their practices according to their own vision — and firms like Cetera are positioned to meet that demand.

What to watch: Cetera is rumored to be in discussions to acquire a regional broker-dealer with approximately 400 advisors and $30 billion in assets. If completed, the deal would represent the firm's largest acquisition since the 2023 restructuring and would further consolidate its position as the second-largest independent platform behind LPL.