Cetera is a leading network of independent retail firms providing comprehensive financial advisory services. The company serves a diverse range of clients, including independent financial advisors, financial institutions, and their clients. Operating in the financial services market, Cetera offers a robust platform that supports advisors with a wide array of products, services, and resources to help them grow their businesses and better serve their clients. The business model is centered around providing these advisors with the tools and support they need to succeed, including technology solutions, marketing support, compliance services, and access to a broad range of investment products. Cetera makes money through fees and commissions generated from the financial products and services offered by its network of advisors. With $423 billion in assets under administration and $165 billion in assets under management, Cetera is a significant player in the financial advisory industry, emphasizing strong and trusted relationships with strategic partners to deliver better outcomes for advisors and their clients.

Keywords: financial advisory, independent advisors, financial institutions, investment products, technology solutions, marketing support, compliance services, assets under management, assets under administration, strategic partners.