Cetera Appoints Former eMoney CEO Ed O’Brien as COO

Cetera Financial Group has named Ed O’Brien as chief operating officer, effective May 2026. O’Brien, the former chief executive officer of financial planning software provider eMoney Advisor, will focus on accelerating adviser growth and expanding the firm’s platform capabilities.

O’Brien succeeds long-time COO Tom Gooley, who announced his retirement in January following a five-year tenure. Gooley oversaw the integration of major acquisitions including Avantax and Securian Financial, both in 2023, and Voya Financial in 2021, as well as the rollout of a multi-custodial platform.

“Tom Gooley was instrumental in building the backbone of this firm – expanding our scale, strengthening our rigor, and bringing stability while Cetera grew its operations,” said Mike Durbin, CEO of Cetera. “Ed’s role is to turn our platform into a true growth engine, turbocharged by AI, for advisers and a source of confidence and continuity for investors.”

As COO, O’Brien will lead service, technology, trading and operations teams; work to increase adviser productivity and planning depth; and focus on client acquisition and retention through the firm’s Cetera Advantage strategy.

“What attracted me to Cetera is the tremendous growth opportunity,” said O’Brien. “I look forward to partnering with Mike and the leadership team to accelerate Cetera’s market position.”

The appointment comes as Cetera transitions from a period of rapid acquisition-driven growth to platform-led expansion. The firm serves approximately 12,000 advisers and institutions.

Previously reported by AltsWire, the team at Cunningham Financial Group joined Cetera, bringing approximately $200 million in assets under administration. Based near Birmingham, Ala., the team integrates investment management, financial planning and tax expertise, and will affiliate with Cetera through Summit Financial Networks, a community within the Cetera network designed to balance independence with high-level support.

Cetera Financial Group, owned by Cetera Holdings, encompasses Cetera Investment Advisers LLC, a registered investment adviser, and the following FINRA/SIPC members: Cetera Wealth Services, Cetera Advisors LLC, Cetera Investment Services LLC (marketed as Cetera Financial Institutions or Cetera Investors), and Cetera Financial Specialists LLC.

As of Dec. 31, 2025, Cetera firms managed approximately $640 billion in assets under administration and $294 billion in assets under management.

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